Types and Examples of Tone in Writing (and Tips for Creating Your Own)

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Ultimately, your ideal tone of voice will be determined not only by your brand identity, but also by the specific topic you're writing about and where you're publishing it .

For example, you would probably write a post on Instagram very differently than one on LinkedIn.

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Data Source: Semrush analyzed a year of SEO Writing Assistant data between June 2020 and June 2021. The highest-scoring content was considered to be anything that scored between 8 and 10, and the lowest-scoring new zealand email list content was considered to be anything that scored below 6.
But applying tone of voice impeccably is easier said than done .

In fact, when we conducted research using SEO Writing Assistant, we found that 75% of all the content we reviewed used phrases that were too informal for the topic . An additional 30% used phrases that were too formal.

Formal vs Informal Tone
As mentioned above, the Nielsen Norman Group has established four primary dimensions that can be used to evaluate tone. The first of these is the level of formality . In other words, how formal or informal is your writing style?

The formal tone is usually characterized by:

A very accurate grammar.
Longer sentences.
Complex expressions and sophisticated words.
Little or no slang.
Scientific or technical writing is often extremely formal, uses complex terminology, and takes an impersonal approach to the subject matter.

Formality doesn’t have to be overly complicated, though. Many brands—especially luxury brands—lean on a formal tone to add a sense of sophistication to their marketing.