Setting up your tone of voice
Tone of voice is all about how you communicate with your audience and reflects your brand's personality. You can create various tones of voice to be used when writing about different subjects or to different audiences. For example, you may want your Corporate Sustainability message to have a different tone of voice than your Buying Guide.
Use your existing brand content to guide how you describe your tone of voice in Content Studio
Do you want to sound funny and casual, like a familiar friend? Or perhaps more professional and authoritative
A single brand can have multiple tones that appeal to different subjects and audiences. Here are some examples:
When creating tones in Content Studio you create a label and a description. The label must be clear and something the AI can understand, while the description builds on this by explaining how the AI model should behave.
For example:
| Label | Description |
|---|---|
| Casual, Friendly and Gentle | Write in a friendly, casual style with the goal to gently encourage readers to try something new. |
| A Trusted Advisor | Use simple and direct language, giving advice and instruction that exudes confidence, optimism and encouragement. |
| Educational and Informative | Write in the style of a helpful teacher, conveying facts and helping the reader understand the information. |
Each time you generate content you can either let the tone default to your brand tone of voice, or choose a tone that targets the audience that you specifically want to reach.
Using different tonesLink copied!
The tone you use helps the AI model generate content that's tailored to appeal to specific consumers.
Here's an example of how different tones impact the opening paragraph for a "Learning to surf" blog for the audience "Millennial Dads" . Tones 1 and 2 don't quite match with our brand, but tone 3 has the 'feel' we're looking for.
Tone 1: Educational and Informative - When you think about surfing, you might imagine the thrill of riding a wave, the sun on your back, and the pure, unfiltered joy of being one with the ocean. If you're an older millennial dad looking to pick up this exhilarating pastime, you've come to the right place.
Tone 2: Exciting and energetic - Hey there, rad dads! Ready to swap the office chair for a surfboard and catch some waves? Whether you're a seasoned wave rider looking to fine-tune your skills or a total beginner getting amped about your first surf session, we’ve got some killer tips to get you shredding like a pro in no time.
Tone 3: Persuasive and convincing - Hey Dads, feeling the call of the ocean? Yearning for the thrill of riding the waves? Surfing isn't just a sport; it's a lifestyle, a community, and most importantly, a way to bond with your kids and teach them about the beauty of nature. Grab your board, and let's dive into the essentials of learning to surf.
Tips for tone of voiceLink copied!
Use adjectives that complement each other. Using conflicting adjectives in the tone label and description may result in an inconsistent tone in your generated content.
Create several different tones that you can switch between when generating content.
Decide how you would like your content to come across to your audience and focus on that tone of voice instead of trying to combine two different voices. For example, you may have a friendly and casual tone for generating blog posts, but a professional and formal tone for generating return policy statements.
Avoid using jargon and internal terms when describing your tone of voice.