One of the best things about working at Bloody Marketing is the variation in work we do from client to client. It’s right up there with the fact the office is just a two minute walk from Greggs. If you asked me to choose between what’s better, the variation in work thing or the Greggs thing, I really wouldn’t know what to say. Fortunately, this dilemma is completely besides the point.
The point, I think, is that sausage rolls are great and so is the opportunity to produce marketing material in a wide range of styles. It may be hard to believe that the clowns responsible for the irreverent, casual and humorous (right? right??) Bloody Marketing brand are capable of producing anything, say, corporate and serious, but it is indeed the case.
We are essentially marketing chameleons, adapting our style to suit the client we’re working on at any given time. From a copywriting perspective, this means there are wild differences in the tone of voice we employ across different accounts. One minute we could be writing a very formal press release about a merger between two companies, the next we’re writing product descriptions for swim shorts riddled with dad jokes and references to Top Gun (as per the client’s request).
In honour of the daily and wonderful dissonance we experience here, I thought it might be fun to write ‘A Tone of Voice adventure’, an expression of versatility wherein we explore just some of the many tones of voice available to a brand like yours. We’ll trek far and wide and… you know what, I actually have no idea how to describe this blog, it’s pretty weird, let’s just see how it goes, hopefully you’ll get the jist.
Chapter 1 – Informal Land (or the ‘Comfort Tone’ tone)
We start our journey in Informal Land, where things are pretty loose and you can let your personality shine and perhaps even drop the occasional cuss, like frig! and gosh darn it! and in some cases, the ‘s’ word, but that might be taking it too far so let’s keep this shit civil.
Why is this one called the Comfort Tone? Because writing informally feels a bit like you’re at home lying on the sofa in your joggers. It feels good, real good, to just let it flow and not worry about the arbitrary constraints many businesses place upon themselves. This is where you can melt the shackles and shape the metal any way you see fit.
You can be funny, you can be emphatic, you can be anything. Under the umbrella of informality, the possibilities are endless. Have fun with it! Business doesn’t have to be buttoned up and stodgy, because at the end of the day, we’re all a bunch of whack-jobs having conversations.
Nonetheless, for an adventure to happen, one must be willing to leave their comfort zone and step out into the big bad world. Here we go, folks, on to Corporate City, a place where for better or worse formality reigns supreme.
Chapter 2 – Corporate City (or the ‘Tone Cold Sober’ tone)
Here at Corporate City, we deal in important matters – and the language we use must reflect that. This is the correct tone for a number of industries, including healthcare, finance and the legal sector. There is a time and a place for laughs and jokes, but this is not it.
We are nothing if not formal, and although we are semantically and syntactically rigid, the reader will at least be reassured they are dealing with a serious business who can address their needs professionally and effectively. Our goal is not to be liked. It is simply to provide the service you seek, so you can go about your day with minimal fuss.
Corporate City is where the vast majority of businesses reside. This is a truth we can accept, but at the same time, our job is to breathe life into brands wherever possible. To achieve this, we must escape the city and run for the hills.
Chapter 3 – Mount Enthusiasm (or the ‘BEST Tone EVER’ tone)
Look at that view! Gosh, here at Bloody Marketing we just LOVE giving your product or service the hype it deserves. There are not many brands for whom this is appropriate, but when we do come across a business that is not afraid to express their passion, we feed off their enthusiasm and get all giddy with excitement. This is what it’s all about!
Of course, there’s a balance to be struck. You don’t want to be too trigger happy with the superlatives and the exclamation marks, as they can be a real turn off for a lot of readers. But you know what? Who cares! We’re on Mount Enthusiasm and everything’s great! Do a little dance, sing a little song. Until you’re struck by a gust of wind which knocks you all the way down the mountain into the deepest, foulest place of them all: the Valley of AI.
Chapter 4 – The Valley of AI (or the ‘It’s Not Just a Tone…’ tone)
In the dynamic landscape of marketing, tone of voice is essential. Whether you want to be perceived as professional, friendly, authoritative, or playful—your voice needs to reflect your brand values while resonating with the expectations and preferences of your target market. It’s not just a tone of voice—it’s a chance to stand out and revolutionize your business. A consistent and well-considered tone of voice not only makes your messaging clearer and more engaging but also differentiates you from competitors, reinforces your brand identity, and helps foster stronger emotional connections that drive long-term loyalty.
Chapter 5 – Irreverent Road (or the ‘Tone It Down’ tone)
I just threw up in my mouth a little. That journey through the Valley of AI really did a number on me. I think the worst part was that line about tone of voice being a chance to ‘revolutionize’ your business. What a load of absolute shite. But anyway, welcome to Irreverent Road, which is alright, I guess. Gets the job done. Not that big of a deal really, is it.
Okay, so far the Tone It Down tone is coming across like a bit of a nihilistic ass. That’s doing it a disservice. An irreverent tone of voice isn’t about poo-pooing over everything, it’s more about challenging established beliefs and practices, and it can be used to great effect. If you can become a voice of the people, those people will follow you through thick and thin. Or, you know, whatever.
Chapter 6 – Humourville (or the ‘Highway to the DANGER TONE’ tone)
I was nervous about coming to Humourville because the pressure’s on to be funny, and I don’t know guys I just don’t think I’m up to the task, oh god the nerves aren’t going away, they’re getting worse, like they did on my second driving test, literally I’d be sat at traffic lights and my foot would be shaking on the clutch… that wasn’t a funny anecdote, was it? Oh man this chapter is a disaster.
Even the name of it, ‘Highway to the DANGER TONE’, is a flop, see it’s a reference to Top Gun and while references to Top Gun usually are usually very funny, especially in the context of swim shorts (for example: “He’s a wildcard, flies by the seat of his pants…”), in this instance it makes very little sense. Or does it make perfect sense and I’m overthinking it? I am sweating buckets.
Humour is great if you can pull it off but equally you can fall flat on your face like I’m doing right now. This was an even worse failure than my second driving test. Time to get out of the danger zone.
Chapter 7 – Inspirational Towers (or the ‘Tonal Shift’ tone)
Let’s finish on a high, shall we? Although the name ‘Inspirational Towers’ doesn’t exactly roll off the tongue, it is indeed a wonderful place, representing a tone of voice full of hope, aspiration and empowerment. Marketing is a tough old business, as I’m sure we can all agree… but that doesn’t mean success is out of reach. With good ideas and hard work, your business can achieve extraordinary things. And as the Dalai Lamer once said, “Success in marketing starts with your tone of voice”.
Well, fabricating a Dalai Lamer quote seems like a good point at which to bring this blog to an end. Hope you enjoyed… whatever the hell this was. I had a lot of fun writing it, which is usually a bad sign.