A good business is usually based upon a sound business plan.
A sound business plan will have a brand plan and from the brand plan there will be a brand marketing plan. A brand marketing plan will set out the methods business owners use to take their brand to market.
Marketing activities will then ensue and these will be supported by brand collateral, commonly a combination of well-written copy with elegant design across printed advertising materials, a website, video, social media, signage (including digital) and the like.
Of course, the brand should do much of the marketing work itself. After all, it is the brand with which individuals will resonate, identify, associate themselves and to which they will eventually become loyal.
But what about our use of the most ancient of social media – WOM? How can the full potential of WOM be realised in the digital age for your business, as part of your business marketing mix?
What is Tone of Voice?
Tone of voice is about how your business resonates both with prospects and customers in all forms of communication. This will include the spoken word, at presentations, when making a pitch, in videos or when dealing with customers in person, or on the ‘phone, for example.
This is the same for written words that describe your business in brochures, flyers, your business website, your social media channels, letters to customers and much more. And, it’s not always what is said, though content is important, it’s often the impact that’s made by the way you say it.
You might be tempted to wonder whether all of this is a load of old flannel! But, before you run away with the idea that you don’t need a tone of voice that ‘sings’ for your business, it’s worth making the point that your business will already have a tone of voice. Without focus, however, that tone is likely to be flat!
Messages from any business that hasn't adopted a tone of voice to fit their brand are likely to be inconsistent one prospect to another. Most important, such a business could be losing opportunities because of poor resonance!
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