Don't look at me in that tone of voice

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Welcome to the 41st issue of Write On!

The newsletter that drives on the driveways and parks on the parkways (as the words should be interpreted).

Estimated read time: 1 minutes 29 seconds

How do you choose the right tone for your copywriting in different industries?

It’s a great question because it’s not a one-size-fits-all kind of answer.

e.g. Budweiser should not have the same tone of copy as Bank of America.

Here are 3 copywriting principles to consider the next time you’re debating on which tone to use in your copy:

Align Tone with Brand Voice:

Every brand has a unique personality and voice.

So before diving in and writing any copy for a new brand you’re working on, study the brand’s:

• Industry

• Messaging

• Visual identity

• Target audience

Identify the core attributes of their voice like:

• Authoritative

• Premium

• Friendly

• Relaxed

The tone should feel natural coming from the brand.

Here’s an example for Budweiser:

Formal vs. Conversational Tone:

A formal, professional tone works best for traditional industries like:

• Law

• Finance

• Business Services

For this tone, it also makes more sense to use:

• Complete sentences

• Industry terminology

• 3rd person POV

A conversational tone is better for:

• Creative brands

• Promoting fun products

• Youth-focused companies

For this tone, you’ll want to use:

• Humor

• Contractions

• 1st person POV

• Write like you speak to a friend

Here’s an example for HelloFresh:

Word Choice and Syntax:

Word choice and sentence structure impact tone greatly.

Formal tones use sophisticated vocabulary and proper punctuation.

Casual tones contain simple words, slang, and short sentences (think this newsletter).

Here’s another example for an Auto Shop:

Top Finds This Week:

📖 Storytelling: How to use Neuroscience Storytelling to attract your ideal audience (with examples): (link)

💪 Writing Exercise: A simple writing tip from someone with 36+ years of copywriting experience: (link)

📜 Principles: Bad Copywriters vs. Good Copywriters: (link)

✍️ Write On: Copywriting myth: writing is 100% of the work. The reality: (link)

That’s all for this week. Thanks for reading.

See you next Wednesday!

Joe

P.S. Whenever you’re ready, here’re two ways I can help you:

1. Write On ad slots are back open! Get your business in front of 15,000+ other entrepreneurs: (👉Grab an ad slot)

2. Keep your writing sharp all year round. Enjoy free lifetime access to my collection of Write On copywriting guides: (👉View all guides)

P.P.S. Meme for your thoughts?

A WRITE ON REVIEW: