Well, you can answer that in three words:
Dick Van Dyke
If you’re not British, you probably know him as a tremendously versatile actor and light entertainer who’s still hoofing it up in his 90s. But if you are a Brit, when you hear his name you’ll probably mutter something like ‘Gorblimey Mary Poppins’ in a tremendously bad cockney accent, then wince.
And for us Brits, his disastrous attempt to sound cockney in ‘Mary Poppins’ gets in the way of everything else about him. It completely overwrites his all-singing, all-dancing, utterly charming performance in the film. And it’s overwritten much of the rest of his career too.
Poor tone of voice turned Dick Van Dyke from a comedian into a joke.
Wincing at slogans
The need for good tone of voice struck me again on a recent anti-Brexit march. I think Brexit is a big mistake. So I want to change the minds of people who are pro-Brexit. And so, every time I heard or read the slogan ‘Bollocks to Brexit’, I winced.
Of course, the slogan’s core message – ‘we think Brexit’s a bad idea’ – is entirely sound. It’s a great starting point for a conversation, leading naturally into ‘…let’s talk about why that is’. But its tone is aggressive and patronising. So it repels the pro-Brexiteers it most needs to convince.
Poor tone of voice alienates the very people you need to reach out to.
Reaching the right people
Tone of voice isn’t just about the big public messages. It can have very subtle impacts too. For example, small changes in tone can make a big difference when you’re recruiting. Certain words stop people from even applying for a particular job – here’s a fascinating article on how that works.
Getting job ad tone right increases diversity, which, because (according to McKinsey) companies with more diverse teams are 33% more likely to outperform their peers, increases profitability. How you use language can have a real, measurable impact on your business’ bottom line.
Good tone of voice boosts your business by bringing the right people closer to you.
Evoking the best of you
And of course some brands have fantastic tone of voice. First Direct are my own favourite example. I bank with them, so over the years I’ve had a lot of communications from them. Almost without exception they’ve been easy to understand, practically useful and just the right kind of friendly.
Put more technically, their communications deliver both rational and emotional benefits. And because they so precisely embody the First Direct brand, even the shortest note from them both reminds me of and reinforces all the good experiences I’ve had with them over the years.
Good tone of voice evokes everything your customers love about your brand.
So why do we need tone of voice?
We all need tone of voice because it shapes how we choose words, and the words we choose shape our brands and define our businesses in the minds and hearts of everyone they touch.