How Voice and Tone are Powerful Magnetic Forces to Charm Your Customers

Two women talking on string telephone necklace set

On your marketing assets to do list: ✅Update sales collateral. Salespeople need it! Like, yesterday.

Right now, the sales team is creating emails, one-page sales sheets and slide decks on their own. You see the inefficiency, plus don’t the salespeople cover large swaths of territory?

Salespeople need to spend most of their time in the field. Not coaxing a wi-fi printer to print in high-resolution. Turning the home printer off and on when it glitches. (Oh, I remember these days well. I was a field sales representative for over ten years. Another story for another time.)

Who knows how the sales content looks when it’s presented to a customer. Oooo, you don’t want to know.

So what do you need to do? Where do you start? Let me share what’s brewing in my copywriter brain.

Develop a branding guideline


Prospective customers are getting to know your company. What does the company stand for? Not only what the company is, but what it is not. What do you want customers to think of your company? And if each salesperson is giving their own version, these muddled messages are causing distrust among customers.

To build one strong business relationship after another, sales collateral needs to stick to a consistent brand voice.

The brands that connect with their audience will be rewarded. According to the MBLM Brand Intimacy Report, consumers are open to paying a premium for brands they feel emotionally bonded to as compared to less-engaging brands.

In this series, I cover the basics of developing a brand voice and why that’s important. Already familiar? Then share with your team. Spread the knowledge. Just in case, a refresher may be useful. I’m all for avoiding confusion, and establishing a common dictionary is a good first step.

Here we go on the path towards defining a consistent brand voice. First, let’s explain the basic terms of voice and tone, the key difference between the two, and give some examples.

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