writing tips Tag

For many years big brands have made a big fuss about their tone of voice. Tone of voice is 'the secret ingredient' of powerful business writing, we have been told. Yet tone of voice is nothing without something powerful to say. The things you say are generally more important than how you say them, even though how you say them is pretty darn important too. And this is something that businesses lose sight of. Maybe they've been focusing too much on tone and not enough on content.

Human beings seem hard wired to respond to stories better than any other form of information. When you meet your colleagues on a Monday and you ask how their weekend was, they're not going to tell you they ate 7 meals, watched 5 movies, and had approximately 22 minutes outdoors. They'll tell you about this film they really loved and why it made them cry, or that they just didn't feel like leaving the house all weekend and had a great time eating meals on the sofa. They'll tell you a little story, and the better the story the more likely you are to go home that night and mention it to your partner. Stories seem to trigger emotions in a way statistics just can't. And they lead people to act.