Tone of Voice: Copywriting Strategies for On-Brand Marketing Copy

If you’re looking to improve your brand marketing by maintaining a consistent brand voice, while flexing your tone appropriately for different audiences and platforms, this copywriting class is for you.

As a full-time, professional copywriter, I’m paid to write promotional copy that increases sales, builds customer engagement, and achieves marketing goals. So I know what works. In this marketing class, I'll  show you how to write in a consistent brand voice by exploring the most common voice characteristics, how to express them in your copywriting and how to combine them effectively.

I'll also cover how to adapt your tone in different situations – on social media and in digital marketing for example.

What you’ll learn

• What voice and tone are and how they relate to brand and marketing
• Copywriting techniques to help you write with clarity and warmth
• Top tips for making your copy sound more knowledgeable and positive
• Low-risk ways to introduce humour into your business writing
• Simple, practical ways to flex your tone for different audiences and platforms.

Why take this class?

These skills will make your marketing communications more consistent and effective and help you reach your engagement and conversion targets.

I use the skills I’ll teach you in this class myself and I know they have the potential to take your marketing copy to the next level.

This class is for you if you:

• Work for a company that has brand guidelines for tone of voice that you need to follow
• Write blog posts, web copy, social media posts, letters or emails
• Work in a communications, marketing, PR or customer service team
• Want to maintain a consistent voice across web, print and social media.

The skills you’ll learn in this class are highly transferable. You’ll find them useful outside work too - especially if you use social media, you’re a blogger or you have a side-hustle.

What you’ll need

Download the Tone of Voice Cheat Sheet before you start the class. The cheat sheet contains prompts and ideas to guide you through each lesson, so you’ll find it useful to have it nearby to refer to.

Take a look at my Example Project for inspiration.

Help and resources

Here are the various free online tools and resources I recommend in the different lessons. Do you have your own recommendation? Let me know.

Write with a Clear Voice – Hemingway Editor (make your writing bold and clear)
Write with a Warm Voice – Otter (transcribe your voice into text)
Write with a Knowledgeable Voice – Hubspot Case Study Guide (write a compelling case study)
Write with a Positive Voice – PASO formula (Pain, Agitate, Solve, Outcome)
Write with a Humorous Voice – CoSchedule Headline Analyzer (check your headlines)
Flex Your Tone – Buffer Persona Guide (create audience personas)
Next Steps - Ultimate Copywriting Formula Guide

Brand and voice guidelines

Below are links to the different brand and voice guidelines I talk about during the class. These are great to dip into to see how different brands interpret their voice and tone principles.

Understand Tone of Voice – Shopify
Write with a Clear Voice – Uber's brand guidelines are now behind an employee-only log in and not available to the general public.
Write with a Warm Voice – Virgin Mobile have also taken down their brand guidelines. This article on Virgin's brand architecture is a useful read though.
Write with a Knowledgeable Voice – Shopify
Write with a Positive Voice – Airbnb
Write with a Humorous Voice – Mailchimp
Flex your Tone - Salesforce

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Take other classes in this series

Write with Personality: Step-by-Step Guide to Dynamic Copywriting (38m) - Add style to your writing by tapping into a wealth of formulas and professional approaches to elevate your writing from boring to brilliant. 

Social Media Copywriting Masterclass: Professional Tips for Profiles and Posts (52m) - From writing a professional bio to time-saving techniques for crafting persuasive posts - this is the social media writing toolkit you've been looking for.

Writing Advertisements: Copywriting Tips for Engaging Ad Campaigns (41m) - From crafting body copy and harnessing emotional copywriting to adapting your copy for different platforms. This class will boost your engagement and conversion rates.