Choosing the right tone for your writing

Welcome back to Copyblogger! I'm Stefanie, Copyblogger's Editor-in-Chief, and today's quick tip from Sonia Simone is about different types of tone in writing. These three tools help you get your tone right, so that your content and copy resonate with the perfect audience. --------------------------------------------------------------- Sponsored We're part of the ConvertKit Sponsor Network (CKSN). Interested in sponsoring the Copyblogger newsletter? [Click here to learn more](). --------------------------------------------------------------- 3 Types of Tone in Writing That Grow Loyal Audiences =​ written by Sonia Simone Not quite sure how different types of tone in writing affect your content? Simply think of the statement: “I don’t like your tone.” Or, you’ve probably heard the adage: “It’s not what you say, it’s how you say it.” (Actually, if you want to get your message across, you should pay careful attention to both what you say and how you say it.) When we communicate with our fellow humans, tone of voice helps us convey meaning. That’s what allows my son, in the time-honored tradition of teenagers, to infuse his monosyllabic agreement to take the dog out with a rich sense of suffering and forbearance. But text has to work harder. What are some different types of tone in writing? Tone is an aspect of writing that helps a reader understand your unique point of view on a subject. If you use the social web at all, you probably see someone put their digital foot in their mouth virtually every day by making poor word choices. Add to that the fact that there’s a political or potentially controversial subtext that can be attached to almost any statement, and it starts to feel like a minefield out there. Fortunately, we’ve got handy writing techniques like word choice, story, and connotation to help us master tone. Because when you get the tone right, your copywriting strategies start to resonate with the perfect audience for your product or service. Then your content can really start to shine. Tool #1: The words you choose All careful writers know that there’s no such thing as a true synonym. Every word carries its own set of associations and nuances that shape your writing voice. Some shades of meaning are fairly neutral. I nearly always prefer use over utilize because it’s clearer and less pretentious. But it doesn’t particularly identify me as having a particular set of values or beliefs. Other synonyms carry a more potent cultural charge. Careful writers chase down the nuances of the language they choose. They think long and hard about the selection of each word. And they strive to choose the word that conveys the subtleties they are after. --------------------------------------------------------------- Sponsored It's time to promote your brand Guess what? You're reading promotional content in a newsletter. Sponsoring newsletters, like this one, is a great way to reach engaged and targeted audiences. It will build your brand — whether that is your personal brand or your business. So here's the deal. This newsletter is part of the ConvertKit Sponsor Network (CKSN), representing more than 100 individual newsletter creators. Sponsor the Copyblogger newsletter and gain access to many more. ​[Sponsor this Newsletter ❤️ CKSN]()​ --------------------------------------------------------------- Tool #2: The stories you tell The stories you tell carry nuances as well. In many ways, The Star Thrower story and the “I don’t have to outrun the bear” joke illustrate the same point. They’re both about accomplishing the next small but meaningful goal, rather than focusing on overwhelming or impossible ones. But The Star Thrower story about a lone figure rescuing sea stars on the beach is a favorite of nonprofits, nature lovers, and the more liberal on the political spectrum. The joke about a runner not needing to outrun the bear, just needing to outrun his hapless hiking companion, appeals more to “cutthroat” competitive types who don’t mind metaphors that are a bit on the gory side. The first story would be a good choice if you’re speaking to The Nature Conservancy. The second would be a better fit for a sales meeting that embraced good-natured but intense rivalry. Both stories are memorable and effective. But the one you choose depends on who you want to talk to and the nuances you want to get across. Tool #3: The values you embrace Types of tone in writing also become relevant when you want to talk about a difficult problem that you overcame. You could use words like honor, courage, and commitment — which happen to be the stated values of the U.S. Marine Corps. Simple, ordinary English words can often connect you to a larger cultural context. A strong point of view in your writing will help you attract the right people, but in some cases, ultra-specific language might be viewed as divisive. I think of it as identifying the people who resonate with you — and not worrying too much about the people who don’t. The weight of connotation Today, every seemingly innocent pop culture reference can carry the weight of connotation. Enjoyed the last comic book or science fiction movie you saw? Your choice of favorite pop cult character can send a message to your audience about your larger worldview. (I’m on Team Leia. Always will be.) It would be nice if there was a giant decoder ring to look up the connotations attached to various references, but alas, the environment moves too quickly. Sites like Know Your Meme are helpful, but the best way to stay current is just to keep your eyes and ears open on social media. Stay attuned to how messages are moving through the culture ... and specifically, to the people you care about talking to. The unity principle If all of this chasing down nuance, meaning, and connotation sounds like too much work, keep in mind that your first duty as a marketer is to understand your audience. Embrace nuance and connotation not just to find out what you don’t want to put your foot in, but to choose the right language and stories. The ones that will make the strongest connections with your audience about their values and beliefs. Read on Copyblogger: [3 Types of Tone in Writing That Grow Loyal Audiences](=)​ Talk with you again soon, ​ ​[Stefanie Flaxman](=)​ EDITOR-IN-CHIEF, COPYBLOGGER MEDIA​ --------------------------------------------------------------- Share with friends, get discounts to The Copyblogger Academy Have friends who'd love our newsletter too? Give them your unique referral link (below) and get MASSIVE discounts to The Copyblogger Academy. 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