How to choose the tone of communication?

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What is the tone of communication?
The tone of communication in the marketing sense means a specific form of languageIn marketing terms, tone of communication refers to the specific form of language you choose on your website. This includes whether you will be scolding or yelling at users, whether you will speak in a very professional or friendly tone, whether you will use slang and colloquialisms, to what extent you will use technical terms, etc.

The tone of communication also comes down to your brand and how you want your brand to impact your customers. The tone of communication offers a brand the opportunity to differentiate itself from its competitors .

It's exactly the same difference whether you're talking to cash app database your doctor or a friend, even though they both know you intimately.

Technical words can turn users off
Technology companies that sell their products to ordinary people often struggle with tone. The company wants to maintain a professional image and use technical terms that are often unfamiliar to lay users .

We solved this problem at AITOM for a construction company. The company used, among other things, the term builder . What do you think this word means? Based on testing, it turned out that most people who plan to build a family house think that builder = builder. However, a builder is a person who builds a house - that is, an ordinary user like you or me. The company spoke to its users as if they were builders, presenting, for example, the possibilities of subsidies for builders. However, users were leaving the site because they did not understand at all that this was an offer for them.

If possible, avoid such specific terms , write them down, or create a glossary on the website.

How to best determine the tone of communication
Choosing the right tone of communication off the bat can be a problem. The easiest way to determine the tone of communication is to first prepare personas . A persona is a specific representative of the target group. Its advantages are mainly that if you are talking to a specific person, you can better understand their needs and thus offer them what they expect. Our template could help you with the creation of personas.