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The Write Stuff: Improve Your Writing With the Power of Tone and Voice

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Learn how to improve your writing with tone and voice. (Photo: Clay Banks)

From perfect grammar to engaging stories, mastering the art of writing involves many skills. But what if your words leave the reader feeling flat or bored? That’s where tone and voice in writing come into play.

With these two elements, you can significantly improve your writing and deeply engage your audience.

In this blog post, we’ll dig into how you can leverage voice, ​​tone, and style of writing. We’ll also share a few pro tips so you can create remarkable content that will get people talking—whether you are just starting to create content for your brand or have been doing it for years.

Understanding Voice

By straddling the line between professional and personal, the voice of your company can be a powerful tool.

Having different types of voice tones in writing is like the intangible X factor that turns good into great. It’s that unique perspective that’s the soul of your brand.

The result of masterfully deploying written voice? Readers can’t help connecting.

If you want every word you write to hit home for audiences in just the right way, pinpoint your brand voice and start using it consistently to engage your audience and set your organization apart.

Tips for Developing a Strong Voice

Every successful piece of writing has an engaging voice behind it. But creating an impactful voice can be tricky.

Here are five powerful tips to help you craft your unique voice:

1. Determine Your Writing Style

Understanding your writing style before you start writing will help you establish a consistent voice and tone throughout your content. There are several writing styles to choose from, including formal, informal, conversational, technical, and creative.

Once you’ve determined your writing style, use it as a guide to maintain consistency in your writing.

2. Write Often

Set aside time to experiment with voice in your writing. Think of this time as an investment in yourself professionally.

3. Read Diverse Content

Put the pen (or keyboard) down and start reading other people’s work. This allows you to learn and take in how other writers use their voice in various pieces of content. Check out emails in your inbox or blogs on other brand sites and make notes about what stands out to you.

4. Ask for Feedback

When it comes to developing a strong writing voice, asking for feedback can be a game-changer. Feedback from others can help you identify areas where your writing voice is strong and where it could use improvement.

5. Focus on Your Audience

Building a truly effective tone and voice in writing involves more than just your own flair. Remember that you’re building relationships with readers and aiming to appeal to their interests, needs, and preferences. Keep your ideal customer in mind and consider what will resonate in the deepest way with that particular person.

Importance of Tone in Different Writing Contexts

Crafting the perfect tone to suit your brand can be challenging.

Whether you’re writing the perfect business email or composing a technical white paper, there is no one-size-fits-all approach. The tone and style of writing all depend on your goals for the piece you are working on.

For instance:

  • If your goal is to create persuasive content that resonates with readers emotionally, your tone should spark excitement.
  • When dealing with factual information, use an objective and professional tone that communicates your points in a structured and clear manner.

The tone you use should align with the demographic of your audience. A playful and informal approach can be practical for younger audiences, while an authoritative yet respectful voice will appeal more to older or more experienced readers. Adapting your tone based on the targeted reader makes all the difference.

Social media has been the go-to place for snappy and direct-to-the-point posts. Because audiences are scrolling through dozens of social posts, your tone must stand out. Remember: You’re competing with many others to capture the same audience’s attention.

For a detailed breakdown of how your voice and tone should vary across common types of business writing, see this related post from Super Copy Editors. Crafting a tailored approach for each context will boost readers’ engagement with your content.

Read other people’s work to understand how other writers use their voice in various pieces of content. (Photo: Nathan Dumlao)

How to Incorporate Tone in Your Writing

We’ve touched on how important voice can be when creating content, but how can you ensure the tone of each piece aligns with the voice?

Many writers struggle with incorporating a brand’s or a company’s tone and style of writing into their work while maintaining their voice. Tone sets the mood and atmosphere, while voice connects you and your audience.

Here are four tips for incorporating the right tone in your writing:

1. Know Your Audience

Crafting content to engage an audience requires keen insight. To ensure your work speaks directly to the desired reader, take time to evaluate your ideal customer’s wants and needs—then employ a tone that resonates with them.

2. Inject Humor When Appropriate

A lighthearted joke or witty phrase can help put your audience at ease and create an engaging atmosphere. Use humor sparingly, though—too much can sabotage its purpose by overshadowing the main message you’re trying to communicate.

3. Show Your Brand’s Personality

Put your signature spin on things with writing that expresses what your brand represents. Get creative and inject personality into words, sentences, and phrasing.

For example, Nike isn’t just an apparel and footwear maker; it’s also a mindset. Representing the desire for self-improvement through physical achievement, Nike stands as an embodiment of energy and enthusiasm in pursuit of progress.

Nike’s marketing copy typically weaves together powerful adjectives, intriguing adverbs, and captivating metaphors to give readers an immersive experience of what it means to wear Nike products. It encompasses inspiration from all sports genres in every piece of content.

4. Be Authentic

Achieve the perfect balance between professional and personal to ensure your writing stands out in a crowd. Authenticity is essential when it comes to incorporating tone and voice. Your readers can easily tell if you’re being disingenuous or forcing something that doesn’t feel natural.

Common Mistakes to Avoid

Writing copy that jumps off the page requires finesse and precision. But certain pitfalls can prevent even the most captivating and impactful content from engaging readers.

From using too much jargon to being inconsistent with tone, below are some common mistakes to avoid.


Flipping between styles and points of view can create confusion and compromise the message you’re trying to convey, leaving your readers frustrated and confused. Stick to one voice throughout your work.

Overusing Industry Jargon

Appropriate use of technical terms can demonstrate competence, but going overboard can backfire. If you want your writing to be easily understood, use industry jargon sparingly.

Lack of Clarity

You may be tempted to showcase your sophisticated vocabulary, but resist that urge. Stay focused on delivering a clear, concise point. It’s what truly captures attention.


Skip the old, tired language and challenge yourself to find creative ways to express your ideas.

Ignoring Your Audience

Connecting with your readers is about understanding who they are and what matters to them.

Adjust the tone of your writing for maximum impact so you can form a deeper bond that resonates beyond the page.

The Role of Copy Editing in Enhancing Tone and Voice

Content writing can be a challenging yet rewarding task. It’s all about how you represent your brand to your readers.

To ensure that the tone and voice in your writing are consistent across all platforms, copy editing is vital. Editing improves your writing by identifying and eliminating awkward phrasing and embarrassing errors so you can get the greatest return on your investment.

Our team at Super Copy Editors helps organizations like yours achieve consistent and compelling copy while optimizing tone and voice. Our copy editors can suggest alternative word choices, offer phrasing suggestions, and help remedy confusing sentences or unnecessary jargon and gobbledygook.

By working with our team to strike the right tone and voice, you’ll be taking your content to the next level and engaging your ideal audience in no time. Get your free, personalized quote from Super Copy Editors today.

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Dave Baker

View posts by Dave Baker
Hi, I’m Dave Baker, founder and copy chief of Super Copy Editors. I have more than 25 years of professional proofreading and copy editing experience, including work for The Nation magazine, The New York Times, and The Times-Picayune of New Orleans, where I shared two staff Pulitzer Prizes. At Super Copy Editors, we’re passionate about helping agencies, marketing teams, and education companies refine and polish their text to give them confidence and ensure success. Learn more here.

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