tone

tone of voice / theory / B2B / web writing
Tone is the new USP

Everyone dreams of having a unique tone of voice. But if you ask a typical brand director what their brand aspires to be, the list is painfully short. Usual suspects include Innocent, Apple, and John Lewis.

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The reason for this is that bringing some tone to your communications requires quite a lot of effort.
You’ve got to have people who can write well enough to bring a sense of tone of voice. You’ve also got to have a product that can deliver on it.

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Day two of the course concentrates on how you can create a unique tone for your communications.

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