The other day I emailed my husband at work to check in on what was for dinner.
"To ensure optimal nutrients, I'm going to prepare a ground Bos taurus paired with Peruvian onion circles, blanched lettuce, and thick-cut Sus scrofa domesticus on a brioche."
Even coming from our loved ones, this odd, overly complicated way of communicating leaves us questioning their intent. Yet for some reason, this is the voice we often hear from companies.
One minute they employ copy stuffed with jargon and language so formal it leaves you clutching the dictionary, and the next minute they're trying to tell jokes and be your best friend on social media.
For marketers tasked with communicating different messages across a variety channels -- website, social, email, ebooks, slide decks -- learning how to adjust your content depending on who is writing and what they're writing about is a challenge.
So, how can you shape your business' tone of voice to communicate your message more effectively?
The slide deck below details a specific set of steps to help you kick-start the process of shaping a tone of voice or check your existing approach to ensure you’re still hitting the right audience.
Want to learn more? Check out the full training guide here. This detailed guide dives into the nitty-gritty of language and includes practical exercises to help guide your thought process.
Originally published Jun 23, 2015 12:00:00 PM, updated July 28 2017