Look around the web, and what do you see? Whether you're on a computer or on a Mac or surfing on your mobile, there is information everywhere these days.
Information in the form of social media and websites and blogs. There may once have been a time when content was a commodity. Not any more. That date has long since passed. There's lots of content freely available everywhere, on pretty much every platform you can think of. (We’re being fed information and advertising everywhere, whether on the web or in real life).
It's for this reason that, these days, more so than every before, your content has to be really special.
It has to be high quality, valuable and engaging. It has to resonate hard with your audience - so that your customer (for whom you are writing to for the purpose of building a relationship with).
At the heart of this really special content, is the tone of voice that you are using throughout.
Because, just like non-verbal cues are the most powerful forms of speech communication, it is so that the tone of voice of your writing represents the personality, the persona, the vibe that your reader will get from you.
You want it to be clear, friendly, conversational, relevant for the space in which you are operating in and - perhaps most importantly of all - just like you. Even if you do not consider yourself a writer, you can get to a place where you are happy with your writing and it's style and the tone that you are using. You can also be trained in how to write with a tone that is congruent with yours; I have worked with clients on this before, and I have also ghostwritten for them, too, which is an art in authentic mimicry that I find fascinating).
It all boils down to this: people buy from people. Online, people also buy from people. And the tone of voice that you use is probably the one thing that's going to make you stand out (or not). Tone of voice is especially important if you are a B2C business, where your customers will want to feel you out before starting to build any form of relationships with you; however, if you are a B2B business... guess what? It will be a person reading your website and your content, too, so tone of voice is also extremely important here.
If you haven't already, you ought to give the tone of voice that you are using some thought. It's another powerful tool in the artillery of your content, and getting it right will help your your customer relationships, and therefore your business, to sky-rocket.