The voice and tone in writing content expresses ideas as if your customer can HEAR your empathy to their situation. Why does that benefit you? The customer feels an instant connection to you. When your market audience feels like you understand them, you build a trusting relationship.
People buy from those they trust. Showing genuine empathy to your reader’s problem scenario(s) reveals you are different from your competitors.
Let Your Content Sound Familiar to Your Prospect
The voice of your words must sound like what’s in your reader’s head. Writing in a way that sounds like the way your market audience thinks develops customer love. Sounding like the thoughts your market audience uses to thinks is at the heart of neuromarketing.
Empathy in Marketing Is a Brain Thing!
The brain interprets life using 4 main ways of interpreting life. Prospects who naturally relate to how life SOUNDS to them, need to HEAR auditory words in your marketing content. Those who imagine easily need to SEE visual words in your message. People who FEEL need to read a feeling’s description of benefits to them of your solution to their problem. Customers who think logically need to read about an orderly system that gets them to their goal.
Learning to write using neuromarketing means understanding the VOICE in your market audience’s head, then communicating your message in that voice. Write to that way of processing and you really connect deeply with your audience.
Would it be helpful to write using all 4 ways? Yes, of course. But it does take practice to know just the right amount of each style to include in your written content.
Voice And Tone In Writing Moves Content Along
When you write actively, in the present tense, you write in a way that makes sense to your prospects and customers. How do you do that? Use your imagination. Imagine speaking the way your market audience speaks about what really matters to them in the current time frame. What might they see? Hear? Interpret? Feel? Take these brain communication styles into account and add them into your content.
Exercise: Imagine being a news reporter. Impersonally describe as a disinterested, third party observer the content you are about to write. Use logical, auditory, visual and feelings words to describe what you see. Doing this, you are actually using neuroscience in your marketing.
For copywriters, the voice and tone in content takes on specific life attitudes and viewpoints designed to add value to your target market’s life. These mindset focuses can affect and influence reader behaviors to take certain actions. As a copywriter, focus on how you can help a prospect improve one’s situation by using the voice in their head.
Example – for the dog training market:
Do you see your 4-legged best friend creep through a minefield of objects, hearing him step on and squeak too many chew toys? If so, he may have too many toys! Moderation is the key to a well-trained doggie. Out expert trainers can help you teach your lovey-dovey how to be happier with less bacteria-infested items. Call us today to get the details!
When writing in an active voice to keep interest, include the 4 ways of interpreting a situation. Active writing succinctly and clearly moves your message along to keep the reader interested.
There is more to neuromarketing that just understanding the brain’s 4 communication styles. Brain chemistry also comes into play but that is a blog post for another day.
Passive Voice and Tone in Writing Content
When writing in a passive voice, the content shows the subject being acted upon typically in a passive, past tense way. You can usually identify passive voice with past tense writing mechanics such as:
- Will be
- Has been
- Had been
For copywriters, passive voice content can stop or pause the flow of your copy. Another way you interrupt the flow of your message is by writing too much content using only one main way of interpreting the world.
Example for life coach –
Passive example using mainly visual text:
Do you struggle seeing your life as happy? Imagine being able to change things from the way you used to see life as unhappy and improving it to look for better alternatives. As a life coach I can help you see things more to your liking. Schedule your appointment with me today.
Active example using more than just visual terms:
Like the sound of success? The right people attracted to you; being in the right place at the right time; money flows freely to you. Imagine yourself confidently feeling happy with who you really are more often. If this sounds like something that interests you, schedule a free consultation today. You CAN be happy by doing things just a little bit differently!
See the difference in the passive and active voice? Use it purposely to stay connected with your fans in a purposeful way.