Once you’ve figured out who you are targeting and where you are going to reach these people to tell them about your product/service/business offer or whatever it is that you are selling…You need to think long and hard about your tone of voice.

Again, bring it back to your customer. Who are they? How do they speak? Are they serious? Professional? Funny? Casual? Inappropriate? You want to meet your potential customers where they are (this is how you market to them, newspaper, facebook ads etc.) and you want to talk to them in a language they relate to.

The more authentic your brand is and the more it aligns to who you are targeting, the greater the connection you will have with your customers.

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Changing your tone during abnormal times - like COVID.

When something catastrophic happens where people’s life situations change, you need to think about your customers and how they might have been affected. Do they still need you? Can they still afford you? Do you need to target new customers? Or change what you're offering? Or change your price? Naturally there are a lot of variables but one thing is certain... when you speak to people and you are marketing something during a pandemic, think about the tone. If your customers are having a hard time, make sure you meet them where they are. Put yourself in their shoes. What is going to make them feel understood and cared for?

Much love,