Engage your audience authentically.
The significance of tone in writing has never been more critical. As communicators navigate the complexities of sharing messages across multiple platforms, understanding the nuances of tone can make all the difference in engaging your audience.
“Having rhetorical awareness is essential,” said Brent Lucia, assistant professor-in residence at the University of Connecticut School of Business. “You need to know who’s reading your message, their needs and their constraints. This understanding informs the tone of your writing, which can significantly impact how your message is received.”
While AI is a useful tool, good writers know better than to lean on it for those personal touches. Believing otherwise is a risk that may result in the loss of critical writing skills as well as your own voice, he said.
Tone is the difference between a strong or weak message, Lucia said. Leaning too heavily into AI can detract from tone, or take too much of a neutral stance, which you want to avoid.
“AI pulls from previously articulated content,” he said. “This results in a standardized approach that may lack nuance.”
Effective tone is not just about word choice, he added. It is an intricate dance of sentence structure, rhythm and authenticity.
So how do you nail the perfect tone for the right person? These tips may seem like no-brainers, but communicators can improve their skills by adopting these tools in their everyday practice, Lucia said.
They include:
- Hook your audience in the first 30 words: There’s no need to be flowery or use language that detracts from your message. The first 30 words of what you want to say should grab attention, he said. “You need to do this immediately. Using engaging and relatable examples can make your message resonate more deeply with your audience.” Establish a connection. Say something that will resonate with your audience in an authentic way. Balance confidence with humility and have a clear point of view. Do your research (this is something AI can help you with) and make sure your words are relevant to that audience.
- Edit for personalization: Tone has a significant impact on how well people work together. If tone is more positive, the more likely it is to establish a better relationship with your reader and also more likely you’ll get a quick response. After drafting your message, review it. How would you perceive this message? Does it feel authentic? Ensure your own unique voice is in there. Make adjustments as needed to avoid sounding generic or overly neutral. This is your chance to stand out and create impact, Lucia said. Choose your words wisely and use language that finds common ground with your audience. A personal touch goes a long way, he added. Beyond these tools, it’s critical that writers continue to practice, Lucia said.
- Consider sentence structure: The rhythm and complexity of your sentences can influence your tone. Use shorter sentences for clarity and urgency. Use longer ones for more detailed explanations, Lucia said. Be concise but not curt. Let your audience know you have your own perspectives but show them you also value their perspectives.
- Review and make adjustments: After drafting your message, review it. How would you perceive this message? Does it feel authentic? Ensure your own unique voice is in there. Make adjustments as needed to avoid sounding generic or overly neutral. This is your chance to stand out and create impact, Lucia said. Choose your words wisely and use language that finds common ground with your audience. A personal touch goes a long way, he added. Beyond these tools, it’s critical that writers continue to practice, Lucia said.
“It’s like using a gym machine,” he said. “It can help you build muscle, sure, but you still have to go to the gym to stay sharp. Tech advances can assist in the process, but the fundamentals of writing won’t disappear if you keep practicing.”
Click here to register now for Ragan’s Writing Certificate Course led by Brent Lucia on Sept. 10, 17 and 24 from 1 p.m. to 3 p.m. ET.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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