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

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Contents

Section 1: Tone of voice ................................................................................................................ 7

Friendly and down-to-earth......................................................................................................... 9

Use contractions........................................................................................................................ 11

Use short sentences and paragraphs.......................................................................................... 11

Use personal pronouns...............................................................................................................11

Use inviting language ................................................................................................................ 12

Use interrogative phrases...........................................................................................................12

Include a positive sentiment...................................................................................................... 13

Normal vs formal language ....................................................................................................... 13

Use anecdotes............................................................................................................................ 13

Use idioms (with caution)..........................................................................................................14

Straightforward..........................................................................................................................16

Verbs vs. nouns..........................................................................................................................17

Active vs. passive voice.............................................................................................................18

Examples and analogies.............................................................................................................18

Simple vocabulary..................................................................................................................... 19

Imperative mood........................................................................................................................19

Declarative mood.......................................................................................................................19

Avoid idioms............................................................................................................................. 20

Be careful with complex sentence structures ............................................................................ 20

Professional............................................................................................................................... 21

Passive voice can be helpful in certain professional contexts...................................................23

Formal vocabulary and formal titles..........................................................................................23

Technical terms and jargon........................................................................................................23

Precise language ........................................................................................................................ 24

Avoid slang and colloquialism.................................................................................................. 24

Avoid overly emotive language.................................................................................................24

Proper punctuation and grammar.............................................................................................. 25

Persuasive.................................................................................................................................. 26

Use emotional language.............................................................................................................27

Use FOMO (Fear Of Missing Out)............................................................................................27

Repetition...................................................................................................................................27

Use inclusive language.............................................................................................................. 27

Use rhetorical questions.............................................................................................................28

Use strong verbs........................................................................................................................ 28

Appeal to Reason.......................................................................................................................28

Benefits focused language.........................................................................................................28

Personal and relatable................................................................................................................30

Use personal pronouns...............................................................................................................32

Write conversationally...............................................................................................................32

Use contractions........................................................................................................................ 33

Active vs. passive voice.............................................................................................................33

Use descriptive language...........................................................................................................34

Use anecdotes............................................................................................................................ 34

Use humour................................................................................................................................35

Use inclusive language.............................................................................................................. 35

Show empathy........................................................................................................................... 36

Inclusive.....................................................................................................................................37

Use gender-neutral language where necessary..........................................................................38

Avoid idioms............................................................................................................................. 39

Avoid stereotypes and potentially offensive language ..............................................................39

Use people-first language.......................................................................................................... 39

Avoiding exclusive language.....................................................................................................40

Proofread! .................................................................................................................................. 40

Empathetic.................................................................................................................................41

Show that you understand..........................................................................................................42

Use inclusive language.............................................................................................................. 42

Be respectful..............................................................................................................................42

Use descriptive language...........................................................................................................42

Offer support..............................................................................................................................43

Avoid clichés............................................................................................................................. 43

Section 2: Structure and flow .....................................................................................................44

Transition words ........................................................................................................................45

Vary sentence length and complexity........................................................................................47

Main clause ................................................................................................................................50

Dependent clause.......................................................................................................................50

Simple sentences........................................................................................................................50

Complex sentences.................................................................................................................... 50

Compound sentences................................................................................................................. 51

Eliminate unnecessary words and phrases.................................................................................52

Examples................................................................................................................................... 54

Order topics meaningfully.........................................................................................................56

In Summary ..............................................................................................................................59

About The SEO Works ........................................................................................................... 60