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

Some key elements to consider when writing in a personal and relatable tone include:

Use personal pronouns

Using "I," "you," and "we" makes your writing more personal and relatable. Think of it like you are having a spoken conversation with the reader, where you would naturally use personal pronouns.

“If you work in pretty much any marketing role right now, you’re probably already aware of Chat GPT. Like many of us in the marketing world, we’re impressed by what it can do - but what about the things it can’t do?”

Write conversationally

Making the content feel more relatable and easy to understand. Conversational tones usually include informal phrases and questions for the reader. Consider substituting the below examples in the example in the right hand cell.

● “pretty much” vs. “very nearly”

● “marketing world” vs. “marketing roles”

● “but what about the things it can’t do” vs. “but there are things it cannot do”

When substituted, the tone falls flatter.

“If you work in pretty much any marketing role right now, you’re probably already aware of Chat GPT. Like many of us in the marketing world, we’re impressed by what it can do -but what about the things it can’t do?”

Use contractions

Contractions can make your tone more conversational and friendly. We often contract words in everyday conversation, with non-contracted forms used mostly in formal or unfriendly interactions.

Contracted: ‘can’t’, ‘don’t’, ‘won’t’

Non-contracted: ‘cannot’, ‘do not’ ‘will not’

Read the contractions in the example below in their non-contracted form, and the tone sounds more robotic.

“If you work in pretty much any marketing role right now, you’re probably already aware of Chat GPT. Like many of us in the marketing world, we’re impressed by what it can do - but what about the things it can’t do?”

vs

“If you work in pretty much any marketing role right now, you are probably already aware of Chat GPT. Like many of us in the marketing world, we are impressed by what it can do - but what about the things it cannot do?”

Active vs. passive voice

In active voice, the subject of the sentence performs the action. In passive voice, the subject of the sentence is acted upon.

Using active voice is reflective of natural, spoken conversation.

“Chat GPT has taken the world by storm.”

Vs.

“The world has been taken over by Chat GPT”

Use descriptive language

Describing sensory details, emotions, and thoughts can make the content more relatable and help the reader to connect with the material.

“If you work in pretty much any marketing role right now, you’re probably already aware of Chat GPT. Like many of us in the marketing world, we’re impressed by what it can do.

Use anecdotes

A short story or account of an event or incident, usually intended to illustrate a point or provide an example of the concept being discussed.

“An anecdote often relates a

personal experience. They can be

used to make content more conversational and more

relatable.”

“If you work in pretty much any marketing role right now, you’re probably already aware of Chat GPT. Like many of us in the marketing world, we’re impressed by what it can do”.

Just the other day, I was scrolling and scrolling to find out how to make bread at home. Now, AI can give us step by step instructions in seconds.”

Use humour

Creating a sense of connection and making the content more relatable. You’re not looking to land your first stand up gig here, just consider adding a touch of light humour where it helps support a relatable tone.

“If you work in pretty much any marketing role right now, you’re probably already aware of Chat GPT. Like many of us in the marketing world, we’re impressed by what it can do (and equally, absolutely terrified).”

Use inclusive language

Creating a sense of connection and understanding with a diverse audience. This can be achieved with personal pronouns such as “I” “you” “we” etc.

See inclusive.

Show empathy

Showing empathy for the reader's feelings and experiences can help to create a sense of connection and understanding. Identify pain points and relate to them.

See empathetic.