How to create a tone of voice people will actually use
Part 2: getting people on board
Here’s part 1 if you missed it.
Now, you might be chomping at the bit to brainstorm some principles and start writing. But we’re not here to just create some guidelines; we’re here to get buy in for an approach to writing that will have a lasting, measurable impact.
Bad news: a successful tone of voice programme is 30% creativity, 70% stakeholder management. If you want your beautiful set of guidelines to be well-received, you have to do these three things before you get anywhere near creating them.
1. Work out who you need support from
Everyone in the business has a stake in your tone of voice, because everyone is a writer. You don’t need them all to be giddily excited about the prospect of a new writing style, but you do need them to understand why it’s happening and not ignore it or — worse — chop it down when it arrives.
For good results, you’ll need broad consensus from people:
- with a significant say in writing, like brand, marketing, PR and internal comms
- who sign writing off now, like legal, risk and compliance
- whose opinion is highly valued, like the CEO and influential senior folk.
2. Convince them that better writing makes a difference
Get them together and convince them why it’s important to have a consistent voice everywhere. Show them the inconsistencies in how you’re writing now. Highlight where bad writing is making you less effective as a business.
For every team, there’ll be a business benefit to better writing — but they likely won’t see it at first, and they’ll mostly be worried you’re going to make extra work for them. Find the benefit and you’ll have the support you need.
Some people just need to see better writing alongside what exists now; some people need harder evidence — metrics like open rates, NPS, reduced complaints, conversion at checkout.
3. Make sure they’re involved in the process
Whether your tone of voice sticks depends on how bought into it people feel. Presenting something which will change how they work as the finished article is a surefire way to get people’s backs up. So gather opinions, let people vent, and hear about their hopes and fears for a new writing style.
Once that’s done, and you’ve won them round to the idea of having a single consistent style, reassure them that they’ll have a say in creating and signing off your principles. You’ll need their support later on, and the best way to get that is to make them feel invested in the process. (We’ll talk about how to have them involved without letting them derail the process next time out.)
Up next week, part 3: how to develop principles, write guidelines, and get them signed off
