Post by account_disabled on Dec 9, 2023 3:53:04 GMT
We have seen why it is so important for a company to adopt the right tone of voice, but what can this ToV be like? According to research by the team at Nielsen Norman Group , an authority on user experience and content strategy, there are four primary dimensions : serious vs. fun formal vs. informal respectful vs. irreverent pragmatic vs. enthusiastic Valentina Falcinelli (aka @pennamontata) positions the various nuances of the tone of voice along an imaginary thermometer , ranging from colder tones (such as bureaucratic or institutional) to warmer and more colorful ones, such as a more friendly, colloquial and ironic.
Tone of voice But let's take two practical examples. The first concerns the writing of articles for InSalute , the corporate blog of UniSalute , an editorial project born in 2016. Given that the topic of "health" is rather delicate, here we have Country Email List opted for a serious, professional, informal and objective ToV . If we take Nielsen's dimensions as a reference, we would be "all on the port side", on the left, while in the Falcinelli thermometer between "cold" and "neutral".
Now let's instead take into consideration Tenute del Cerro , the Diversified wine company of the Unipol Group, for which we have created an ad hoc editorial project for the News section of their website. In this case, we are dealing with estates, including four wineries, which also deal with the hospitality part in two of the most important and evocative regions of Italy, Tuscany and Umbria. In this case, the ToV "warms up" slightly , and we position ourselves halfway between neutral and warm on our thermometer. The tone of voice chosen is professional and clean, but at the same time more emotional and at times poetic: it refers to the long history, tradition and values of the brand and aims to involve the community in an emotional story.
Tone of voice But let's take two practical examples. The first concerns the writing of articles for InSalute , the corporate blog of UniSalute , an editorial project born in 2016. Given that the topic of "health" is rather delicate, here we have Country Email List opted for a serious, professional, informal and objective ToV . If we take Nielsen's dimensions as a reference, we would be "all on the port side", on the left, while in the Falcinelli thermometer between "cold" and "neutral".
Now let's instead take into consideration Tenute del Cerro , the Diversified wine company of the Unipol Group, for which we have created an ad hoc editorial project for the News section of their website. In this case, we are dealing with estates, including four wineries, which also deal with the hospitality part in two of the most important and evocative regions of Italy, Tuscany and Umbria. In this case, the ToV "warms up" slightly , and we position ourselves halfway between neutral and warm on our thermometer. The tone of voice chosen is professional and clean, but at the same time more emotional and at times poetic: it refers to the long history, tradition and values of the brand and aims to involve the community in an emotional story.