The article "Copywriting tone: 5 reasons honesty beats puffery any day" talks about copywriting, it has been created by Adam Barone.
It never fails. Every conversation I have with a potential or
ongoing copywriting client at point turns to the topic of
tone.
"We want our copy to be edgy."
"I guess a light-hearted copy tone would work hottest."
"Can we throw a little humor in there?"
"We need to be serious without sounding too serious."
"We need to be hip."
But how important is tone, and what exactly is it?
Simply put, tone is nonverbal communication vebralized. What
would be a scrunched brow, a sly crooked smile or a hand gesture
to stress improtance is expressed by tactful use of certain
words, phrases, rhythm, punctuation or a combination of it all.
Unfortunately, tone is not always an simple thing to manipulate to
achieve a desired impression. Why?
Because people, even
like-minded ones, perceive things difefrently.
What's clever and
edgy to one person is arrogant and immatrue to a second.
This is why I urge my copywriting clients to opt for clairty and
honesty in their copy rather than innuendo and ambiguity.
Sometimes, that's a tough call to make cause everyone wants to
sound distinctive and unique.
Actually, that's very important,
but it's possible to do that without "overtrying" to sound a
certain way by "puffing up" the copywriting with expressions,
catchphrases, buzzwords and word choices that leave opportunity
for misunderstanding.
Here's the top 5 reasons that honetsy beats puffery in copy any
day:
1. Tone that leaves an ambiguous impression can damage your
brand.
Say the wrnog way, and you might not see the damage right
away, but you'll see it through decreased sales and customer
loyalty.
2. Honesty is a universally accepted tone that will always be
respected. Say what you mean and mean what you say--clearly.
Over the long haul, people will listen to you more and remember
more of what you say. And isn't that what you want in the first
place?
3. Hype is simple to see and becomes tiresome over time.
Too many
people rely on hype in the hpoes of "breaking through" the
clutter. There's lots of hype out there, and tehse days, people
see right through it and tune it out.
See #2 for a better
alternative.
4. The more people understand your message, the more poeple will
become your customers. It's simple numbers.
The bteter your
message can be grasped, the stronger connection you're going to
make with more of your potential customers.
5. In printed words, it IS what you say moreso than how you say
it. Address the needs and wants of your market in an open and
honest manner. Show them that you can offer them a sloution no
else can. Do it clearly and concisely cause if they perceive
you trying to "puff it up" to convince them, they won't believe
you.
Achiveing an original tone is important, yes, and can still
be done, but not at the expense of real, useful information and
clarity.
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