Tone of Voice

how to be clear, understood and inclusive

We all communicate. Most probably every day and all day long. With words, with writing, with body expressions and even with silence. Are we expressing what we want to communicate efficiently? That's a whole different issue. That's why we talk about the tone of voice or in other words - how we achieve to be clear and understood the way we intend something.

The tone of voice is how the character of you or your business comes through in your words, both written and spoken. I will be focusing more on the written communication this time even though both are equally important and both need mastery and attention because we all know, it’s not about what you say, but rather the way you say it, and the impression it makes on everyone in your audience who reads or hears you.

Think about it. Everyone you meet has their own way of expressing themselves that’s as unique as their face or fingerprint. Some are pleasant and polite. Others are pushy and in your face. Some say so much with just a few words. Others never seem to get to the point. Companies are no different.

At first, it can all feel a bit overwhelming and difficult to manoeuvre but I promise you, once you start paying attention to the details and bring your awareness to not only what you are saying but also how - it becomes easier!

Let's start from the basics.

What is your voice?

Step back - before thinking about the tone of voice, think about why are you talking to your audience and who are you to them. Are you communicating just because you need to fulfil your content quota of the week or do you actually have something to say?! What are your values? What is your goal?

It's so important to communicate to the world (and your audience) what matters to you, what is your professional voice and what is your authentic voice (as they are not necessarily the same!). There can be a different cadence and different flair to either.

No matter how big your task is - an article or a caption for social media, always make sure that what you write down, communicates what you believe in in at least some way. And always - always - proofread! Or if it's an actual spoken conversation - don't forget to listen - both to your counterpart but also to yourself.

Another aspect - remember that your tone can not only affect how people perceive you but also their willingness to listen to you and willingness to engage with you further. That being said - always make time to breathe if you got not so favourable news - give yourself some space to reflect, see the bigger picture. Most of the time, the reasoning behind a negative tone is a part of a bigger picture. If you are going through a tough time or are feeling a bit stressed, your tone can come off negatively without you even realizing it. Before you go to work, take some time to reflect on how you’re feeling.

Divide & Conquer

In other words - speak clearly and simply. Make sure your messages are not contradicting or making your audience feel more confused. Make also sure you are not trying to squeeze all your offers or ideas into one sentence. And when you do write those ideas put them into clear sentences, don't forget to breathe - use commas, don't forget to also use full stops and don't go wild with exclamation points. You want to channel trustworthiness and calm self-confidence.

Be clear - always remember to re-read and question your use of language so that you are not misinterpreted. Avoid ambiguous language and technical or specialist jargon that may not be understood.

Tell the truth - make sure your facts are accurate and don’t make false promises or leave people to make assumptions that are misplaced. Be wary of not making promises that you will not be able to deliver.

Don't Hide

If there is a problem, address it. No issue was ever resolved by letting it go. Sometimes the person in question is simply unaware of their tone. The best thing to do is address the elephant in the room, come to a resolution, and move on.

Be Consistent

Developing a consistent tone of voice across all of your customers’ connections to your brand, including all social media channels, makes you seem genuine and your customers feel at ease. That familiarity is comforting, as they then know what to expect from you.

Be Inclusive

When you speak to your audience, speak for yourself using "I". Using the word “you” often means you’re focusing on the other person rather than yourself. The word “I” puts you in touch with your feelings. Instead of “You have no right to say that to me!” say “I feel upset when I hear statements like that!”. If you want to speak from the "we" perspective, make sure you clarify what that actually means - team, you and your partner, you, as part of a certain group as that can also feel a bit intimidating to the person you are speaking to.

Make sure you refer to your audience using non-binary terms and pronouns.

If you are using a lot of pictures, don't forget to include picture descriptions for people who are blind or with vision impairment.

Always think about the privilege and the oppression intersect - don’t assume you know everything about their identities and experience.

To get back to the previous point about the proofreading - make sure you are also are looking for your blind spots (we all have them!) and perhaps ask someone else to review your text - preferably someone with a different background or experience - you do want to have that message come across well received for your diverse audience.

Play Your Favourites

Yes, I said it - if you have certain words or verbal images you like to re-use - do that. It adds on to our previous point of consistency. Think about it like you would think about your favourite song or favourite colour. It doesn't always have to be the same tone but it can always give you the same consistent impression and feeling. Just remember that tone words should describe how your organization feels about the topic.

So when you are finally looking back at your tone of voice, remember that your primary goal is to consider if the tone actually conveyed by your content matches your brand, personality and values you want to convey.

Say What?!

Making mistakes is part of life. Having blind spots is a part of life. And if you make a mistake, do write your wrongs. Do pause, listen and reflect. Do not shy away from other perspectives, empathize and do apologize. Focus on the impact of your actions and your words and not just the intent. It's so easy to brush off something that you intended well but didn't land as intended - own it.

In Closing

Even though your tone is just one small component of communication, it should never be underestimated. Improving your tone can help create a positive work environment, strengthen understanding and appreciation for your team, innovation and result in better collaboration and overall results for your business.

Working on the tone of voice can be an excellent discipline for thinking about your company’s identity. You have to boil everything down to something clear and simple that anyone can understand. That helps to cut through clutter and confusion.

Your tone can even help you set a strategic direction. Markets are getting more crowded and competitive, so companies have to decide on their brand personality. Instead of being all things to all people, they’re embracing niche appeal so they can hone in on the most relevant audience.

This article is also available here and it has been presented during the SPIN networking event on the 4th of November, 2021.