You can influence the customer experience with tone of voice
Posted: Sun Dec 22, 2024 5:38 am
The buzz that was created around the new journalistic concept Blendle in 2013, made thousands of interested people sign up for the beta version. Me too. Before I had even read a single article via Blendle, I already had about ten emails from the startup in my inbox, all signed by Alexander Klöpping himself .
Brand Character
Blendle also has a brand persona with him, only now it's someone of flesh and blood. And because he's on television every now and then, we know his specific use of language. For example, he says 'Guest!' to the presenter or 'That's super cool, Matthijs!' Which makes an e-mail that starts with 'Hello there' or 'Thanks for your registration' sound completely natural. In your head, you see Alexander's face and you hear his voice and intonation.
Because Alexander Klopping is sometimes on television, we recognize his specific use of language.
Trusted
Klöpping no longer writes all the emails himself, but the tone of Blendle is still the same: smooth and informal, with some web jargon or an emoji here and there. It is this way of speaking and writing that makes Blendle so familiar. Familiar is not exactly the same as reliable, but it comes very close in terms of experience. And so, with a recognizable and super-friendly tone of voice, you can not only recruit many new subscribers, but also make a splash with your existing customers.
As the American writer Maya Angelou said: “People don't always remember what you say or even what you do, but they always remember how you make them feel.”
Also read: Copywriting: how to find a unique tone of voice in 3 steps
In 1967, psychology professor Albert Mehrabian came up with the 7%-38%-55% rule . According to this rule, communication consists of three elements: words (7%), intonation (38%), and body language (55%). Later researchers have adjusted these ratios, but it is certain that you convey more with language than just the literal new zealand number for whatsapp message. This also applies to written text. Then you use rhythm, punctuation, and formulation instead of intonation and body language.
“Look this up for me today.”
“Do you have time to look into this for me today?”
“It would be great if you could look into this for me today.”
By choosing your words carefully, you can ensure that your text has the desired effect, but you can also give the recipient and passer-by a good feeling. And that does a lot for the brand experience.
Brand Character
Blendle also has a brand persona with him, only now it's someone of flesh and blood. And because he's on television every now and then, we know his specific use of language. For example, he says 'Guest!' to the presenter or 'That's super cool, Matthijs!' Which makes an e-mail that starts with 'Hello there' or 'Thanks for your registration' sound completely natural. In your head, you see Alexander's face and you hear his voice and intonation.
Because Alexander Klopping is sometimes on television, we recognize his specific use of language.
Trusted
Klöpping no longer writes all the emails himself, but the tone of Blendle is still the same: smooth and informal, with some web jargon or an emoji here and there. It is this way of speaking and writing that makes Blendle so familiar. Familiar is not exactly the same as reliable, but it comes very close in terms of experience. And so, with a recognizable and super-friendly tone of voice, you can not only recruit many new subscribers, but also make a splash with your existing customers.
As the American writer Maya Angelou said: “People don't always remember what you say or even what you do, but they always remember how you make them feel.”
Also read: Copywriting: how to find a unique tone of voice in 3 steps
In 1967, psychology professor Albert Mehrabian came up with the 7%-38%-55% rule . According to this rule, communication consists of three elements: words (7%), intonation (38%), and body language (55%). Later researchers have adjusted these ratios, but it is certain that you convey more with language than just the literal new zealand number for whatsapp message. This also applies to written text. Then you use rhythm, punctuation, and formulation instead of intonation and body language.
“Look this up for me today.”
“Do you have time to look into this for me today?”
“It would be great if you could look into this for me today.”
By choosing your words carefully, you can ensure that your text has the desired effect, but you can also give the recipient and passer-by a good feeling. And that does a lot for the brand experience.