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

Verbs vs. nouns

Using verb forms instead of nouns can help achieve a straightforward tone. Verbs are ‘doing words’ (e.g “decide”), whereas nouns are naming words (e.g. “decision”).

Verb phrase: “if you decide to switch to an electric vehicle…”

Noun phrase: “if you make the decision to switch to an electric vehicle…”

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 more direct and can help you develop a more straightforward tone of voice.

Active: “Calculate your EV charging costs with the following formula…”

Passive: “Your EV charging costs can be calculated by using the following formula…”

Examples and analogies

An analogy is a comparison between two things that are alike in some way. The comparison is used to explain or clarify something by showing how it is similar to something else. Analogies can be used to make complex ideas more understandable, to make arguments more persuasive, and to create interesting and memorable imagery.

“When working out how much it costs to charge your electric vehicle, it’s all about the cost per kilowatt-hour (kWh). kWh for electric vehicles is essentially the equivalent of pence per litre for petrol vehicles.”

Simple vocabulary

Simple vocabulary refers to the use of words that are easy to understand and commonly used in everyday language. This is characterised by a lack of jargon, and avoidance of obscure or technical terms.

Simple vocabulary: "petrol vehicle"

Complicated vocabulary: "internal combustion engine car"

Imperative mood

A grammatical mood used to give commands or make requests. Imperative sentences can be used to write in a straightforward manner, suitable for advising, guiding, persuading, or calling to action.

They essentially tell the reader to do something. Typically, imperative sentences take the form of a subjectless verb phrase, such as "close the door," or "help me move this."

“Calculate your EV charging costs with the following formula…”

Declarative mood

A grammatical mood used to express facts, opinions, or information.

"Public EV chargers cost up to 7 times more than charging your vehicle at home” Avoid idioms

Idioms are a type of figurative language that are used to add colour and interest to writing and speech. They can be less straightforward to understand, particularly if the reader isn’t familiar with the idiom.

"to kick the bucket" meaning to die

"to let the cat out of the bag" meaning to reveal a secret

"to break a leg" meaning good luck

"to cost an arm and a leg" meaning to be very expensive

Be careful with complex sentence structures

Sentences that contain one independent clause and one or more dependent clauses. They’re called "complex" because they are composed of multiple parts and convey a more sophisticated level of meaning than simple sentences, which contain only one independent clause.

Complex sentences aren’t necessarily bad, and will naturally thread their way into your copy. But for straightforward tones, you might want to lead the text with simpler sentences.

"Although charging your electric car at home is cheaper, it can be more convenient to charge on the go using public chargers."

In this sentence, "Although charging your electric car at home is cheaper" is a dependent clause, and "it can be more convenient to charge on the go using public chargers" is the independent clause.