What you say is as important as how you say it. Your choice of words and sentences has a huge impact on how you make your customers or users feel and on how much they like (and prefer!) your brand. Language works in every touchpoint, from your advertising to your invoices!
View this two company profiles. What does tone of voice tell you about each brands? Is the one who promises to be people-centric also the one who sounds most people centric? Who sounds most caring and human? Where do you expect to get the best customer experience? Which company’s character appeals most to you?
- “Royal Philips Electronics is a company with a diversified healthcare and wellbeing , which is aimed at improving the quality of people’s lives through timely innovations. As a world leader in healthcare , lifestyle and lighting, Philips integrates technologies and design into people-centric solutions. People have always been at the heart of Philips . Our mission is to improve the lives of people with meaningful innovations”
- “OXO is dedicated to providing innovative consumer products that’ll make everyday living easier. OXO was founded in 1990 on the philosophy of Universal Design, all which Means the design of products usable by as many people as possible For OXO , That Means designing products for young and old , male and female, lefties and righties and many with special need. Nearly 50 % of Oxonians are the youngest in their family. Maybe that rebelliousness so common among later -born children is at the heart of Oxonians trying to do things better and making a task easier”.
Language never lies Language works in every touchpoint, from a simple user notification to a pop-up to an ad to a message of the customer service department.
Whatever works for you is dependent on how you want to come across to your customers. If you want them to see you as a cool, hip brand, make sure you don’t sound like the Ministry of Start-ups. ‘Your searched term is not supported as of now or outside of our operational area’.
Seriously, which consumer feels comfortable if you say things like: “Our Data Scientists are constantly churning out numbers and algorithms to bring out new features and tools”. Ditch tech-talk and start-up mumbo jumbo; consumers don’t give a damn about algorithms and data-scientists, they are only interested in the result: a great user experience.
A tone of voice that sets you apart If done well, your tone of voice can be a real differentiator. Look at brands like MailChimp or Slack. Every little pop-up message is designed to bring a smile to your face.
Does your tone of voice make sense to your customers? Do your address them in a formal or informal way? Do you use active or passive language? Do you use high and mighty language or the slang of the common people? Do you talk about your own (brand) organization in a distant and serious tone, or do you dare to be self-deprecating ?
C’est le ton qui fait la musique …