TONE OF VOICE

TONE OF VOICE

Often, at the start of a project, a client will ask for a copy example - something to reassure the faint of heart. The most useful thing for me is to write out the tone of voice to help us both tune in to the brief and act as a guide when the going gets tough.

It made me think, how would I describe this process to others? For me, it's all about finding a way to imply the mood of the product or service. It's a tool that helps the consumer feel something, to belong to a particular group of people where for example they can say, "I want that shoe that just dropped, that car that speaks safety, or that insurance that sells me peace of mind."

So where to start? Gifted writers will tell you to let your subconscious do the writing: To write it out long-form, and learn how to 'kill your darlings.' I find it best to write three to five very different options, and then work together with the client to craft the final piece.

You will know which one you want to write forward and which ones to bin. And above all, avoid the temptation to be overt. The briefing is already written in a literal way for you. Your job is to elevate the text, to capture the imagination, and to sell the dream.