Your business’ tone of voice ought to be an expression of the people behind the brand. If you’re a nice group of people, you should let it shine through in your writing.
But what makes effective, friendly copy? We’ve seen a lot of requests from clients over the years asking for an optimistic writing style… but there are a few things worth considering before you start publishing.
Here’s what you need to know about sounding “friendly”…
When does being “friendly” work?
A friendly tone of voice is subjective and relative; it’s all about pinpointing that semantic sweet spot that really reflects what your brand is all about.
That said, there are some hallmarks. Friendly writing is almost always conversational and relaxed, with the use of direct address, contractions and a no-pressure style.
Also, regardless of where you lie on the spectrum, it’s advisable to reel in the giddiness away from super sweet. Otherwise, it gets very sickly, very quickly. Taking a super friendly approach can make you seem false, or – in some instances – just plain weird. It may also portray you as untrustworthy – which is the opposite of what you’re striving for.
Consider these examples. Here’s a “friendly” tone of voice that might be suitable for a hotel manager asking for more info:
We just need a few more details to complete your booking. Don’t hesitate to contact us if you have any questions about your reservation. Our team will be happy to help. We can’t wait to welcome you to Great Hotels.
Nice and welcoming, right? But look what happens when they try too hard:
Thank you so much for your booking!! We’re so excited to have you at Great Hotels! We just need your personal details now. Do you mind firing over your name, address and bank account number? That would be perfect.
It’s too much. Cloying. To the innocent eye, it even looks a bit like a scam.
Remember, friendliness isn’t all “please, please, please”; it’s about treating the reader like a human being.
Want to go for the friendly feel in your branding? Choose MYC
A “friendly” approach doesn’t always come naturally. It’s always easier when you have a fun product, of course. But not everyone can make a fortune selling bouncy castles and candy floss. If you’re peddling “colder” services like tax software or funeral plans, you need to strike the right note of enthusiasm.
It can be a challenge, too. Going overboard suggests you don’t have the authority to provide these important products. Utterly emotionless writing bores visitors so much they actually leave the site, no matter how badly they need what you’re selling.
Achieving the perfect tone across marketing materials takes time, care and attention towards tone of voice. We appreciate you might not have the capacity or resource to implement quality copy yourself – which is why we’re here to help.
Making You Content do all the hard work for you – guaranteeing you always come across in the right way, whether it’s via email, social media or articles. Speak to our team today to learn more on 0161 660 9206 or firstname.lastname@example.org.
We’re a friendly bunch…