And Does It Matter on Your Business Website?
Studying the art of communication, you learn that about 55 percent of communication between people occurs through body language. Only an average of seven percent of meaning is achieved through the actual words you say. That leaves 33 percent left over, and that’s where your tone of voice communicates your intent.
Tone when speaking includes the pitch of your voice. You can be screeching or high-pitched, as if you’re excited or nervous. You may be a “low-talker,” which may infer to others that you have secrets or lack much confidence. When you’re speaking, the wrong tone of voice can cause misunderstandings and mixed signals.
Write with Tone
Writing too has a tone of voice that very often portrays your message even more forcefully than the words you choose. According to the Nielson Norman Group, a UX research and consulting firm, your tone in writing is just as valuable as the tone you use when speaking. How you feel about the subject you’re writing about comes through in your tone of voice.
Tone of voice in writing also lets your personality shine through. It tells your readers subtly whether you have a sense of humor, you’re bored with your work or you’re truly passionate about the subject matter that’s bubbling out of your fingertips. Your tone lets readers in on your cynicism or irreverence. Especially important in business communication is whether you’re more formal or casual in your approach. And that comes out in the tone of your writing voice.
Your Tone of Voice Is Personal
One of the aspects of writing that slows down amateur writers is a belief that their tone in writing should differ from the tone they use when speaking. As a result, their writing comes across as stilted, awkward or full of words no one would use in everyday speech. Formal writing, like that used in academia or grant proposals is not based on everyday language. That’s why we encourage writers of all levels to write like you talk.
And how you speak is very personal. It betrays your regional origin and education level, as much as it does your thought process. The personality that comes through in your written voice is an integral part of your message — so much so that how you say something is just as important as what you say.
Why Worry Now?
Writing blog posts and website pages should play an integral part in your overall content marketing and messaging strategy. It’s one of the main reasons that business owners and marketing firms are so hesitant to hire outside writers. They’re afraid of losing their “voice” — the intangible thing that makes them unique.
Tone of voice, also referred to simply as tone or voice, is just as important, however, to professional content providers like Ray Access. When we write for you, we want to keep your voice, not give you ours. So before we begin your project, we like to see something you’ve written or at least listen to how you talk about your company.
We often hear clients tell us that what we’ve written sounds just like something they would say. We don’t always have to be that spot on, but we get close enough to make you feel comfortable putting your own name to the words. As professionals, we leave our voice at the door. No one should be able to tell that you didn’t write the words on your site.
In the Final Check
Editing plays a big role in maintaining a consistent voice on your website. Editing also can help soften the blow of poor grammar or less-than-fluid thinking. You can keep your voice while maintaining proper punctuation and grammar. One does not preclude the other, no matter how much slang you use in your everyday speech.
Editing also ensures that a consistent voice flows through your words, even when different writers contribute to your site’s content. An editor who respects and understands the value of voice and the tone you want to portray is more valuable than all the thesis writers at Harvard combined. So write like you speak … because you connect with people that way.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.