We recently shared with you the importance of developing your own tone of voice when writing copy.
It’s important that you develop your voice through understanding your customers, but equally by reflecting you and your business.
Of course, you have to accept that you are not going to appeal to everyone, but then, no business should ever attempt to do that.
So, let’s look at how one company handles tone of voice…
MailChimp, if you are not familiar with them, are one of the leading online providers of email marketing. Like many of their competitors they are a US based business, and offer both free and paid versions of their software.
However, unlike their competitors they have developed a fun voice, as well as a mascot – Freddie the Chimp. He adds fun little asides that are usually monkey related – think bananas, that kind of thing… Of course, the jokes are not supposed to help you they are just to reflect a sense of humour, and to delight users. They change regularly, so you don’t know what to expect.
The whole tone is friendly and yet informative, guiding you through the process of setting up your account, loading users and setting up a campaign.
The focus is on making the system accessible and easy to use, without making you feel silly if you get it wrong. Everything is incredibly cleverly crafted to reinforce their key messages – all based around understanding of the user’s feelings: “Fine piece of work! You totally deserve a raise.”
There is a notable difference between the tone of messages when there is a more serious focus such as you making an error, or them having to notify you of a payment problem, rather than the celebratory tone of fun and praise when you have completed a task. This is based on them breaking down messages and reflecting on a user’s feelings and emotions at specific points in the process – you don’t want funny when it is serious.
MailChimp build up layers of information through various mediums – webinars, blog posts, user guides, email and social media – helping you to get more and more out of the system.
They also look at providing the unexpected – little gifts such as a T Shirt when you have sent your first campaign if you use the paid version of the service, and yes, that does apply if you are based outside the US too.
How do MailChimp make it work?
- They provide clear instructions on writing any copy through a comprehensive guide – Voice and Tone
- They inject humour and fun in an industry that is frankly a bit dry
- There is an honesty and integrity to what they write – based on their culture and the way their team behave
- It engages users – making loyal fans who rave about them
- It builds trust – they are open and honest and explain when things go wrong
- Encourages retention – users enjoy the experience and want to keep coming back
The MailChimp tone of voice may not work for your business, but it is a great example of how it can work.
If you like the idea of getting some help with your marketing, give us a call on 01256 83 11 10.
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