Unlocking Tone of Voice: A Beginner's Handbook by The SEO Works - HTML preview

Persuasive

By using the below features and concepts, you can create a persuasive tone of voice that effectively communicates your message and encourages the reader to take action.

Use emotional language

Use words that evoke emotions to connect with the audience and increase persuasiveness. This can help the reader relate with the text, thus improving its persuasive potential.

Emotion can be incorporated to varying degrees depending on what’s appropriate.

Emotional: “Turn arguments into agreements with Mediation First.”

Less emotional: “Resolve disputes with Mediation First”

Use FOMO (Fear Of Missing Out)

Appealing to people's desire to be part of a group and follow the crowd. You might suggest that a particular product or idea is so popular that everyone is doing it, or that the trend is unstoppable.

“Order now and join the millions of satisfied customers who have already made the smart choice.”

Repetition

Reminding the reader of core concepts can emphasise the message and make your points more memorable.

Repeating the importance of urgency in an article about an application deadline that is looming.

Use inclusive language

Using inclusive language creates a sense of community and connection with the audience.

“I”, “you”, “we”. See inclusive for more detailed examples.

Use rhetorical questions

Asking questions engages the reader and encourages them to think about the message. Rhetorical questions usually state the 'obvious’.

"Why settle for mediocrity when you can strive for greatness?"

Use strong verbs

Using strong verbs adds emphasis and force to message, making it more persuasive.

For example, “Advocate," "Champion," "Convince," "Endorse," "Persuade," "Promote,"

"Recommend," "Support," "Urge," "Validate."

Appeal to Reason

Data, statistics, details, and reasoning can be extremely persuasive. Provide links to sources and back up your points.

“In a study of more than 800 IT and business professionals, AIIM found that more than 50% of businesses know little or nothing about GDPR.”

Benefits focused language

Focus on benefits of product/service, rather than its features, to appeal to reader's self-interest.

Benefits: “Upgrade your bathroom with a new mirror and experience the benefits of better lighting, increased space, and improved style. Make your morning routine a breeze…”

Features: “Our bathroom mirror is designed with high-quality materials to ensure durability and longevity, and comes in a variety of sizes.”