Copywriting - “it’s just how we talk”

Last week I was on a pitching call. I often team up with a designer to offer end-to-end branding services including verbal and visual identity. We’d put together a number of brand copywriting and brand design packages and were talking about the tone of voice section.

Tone of voice is so important in aligning your values. It’s the north star of your verbal identity, and something to anchor back to when you need every copywriting touchpoint to say uniquely like you.

Anyone in the marketing or advertising world knows the importance and value of tone of voice work. But sometimes, professionals in other industries need a little guidance and education here. This client was one of them.

They are self-professed ‘geeks’ of the tech space, and when we mentioned a tone of voice guide, they simply told us “our tone of voice is just how we talk in the office”. We pointed out that while it may come naturally to them, that ‘office speak’ tone of voice is still a set way of speaking - a rhythm, a flow, a choice of particular words and phrases that has meaning. For someone else to step into this tone, you would need a guiding set of principles in place. They agreed and we’re catching up with them again soon, after we complete a foundation brand package for them.

But it got me thinking… is copywriting literally “just how we talk”?

We adapt our tone for so many different scenarios in life - the way you talk to the postman, the way you talk to your other half, the way you talk at an interview, in a car showroom, in a doctor’s surgery, at a bar - they’re all so wildly different. Life doesn’t come with a tone of voice guide, yet we all have so many variations in the way we express ourselves, still anchoring back to that innate inner dialogue that evolves with us as time goes by and experiences become us.

Copywriting is essentially a conversation, whether you’re informing, engaging, soft or hard-selling. You simply dial up and down the features and benefits, and talk confidently in a tone of voice that’s fitting for your audience. The more they relate, the greater the bond. The greater the bond, the more likely they’ll stick around. And isn’t that ultimately what every business is after?

If you’re looking for copywriting that feels natural, but still drives your message home, get in touch today.