We’re going to start with a controversial statement (like all highly-performing LinkedIn posts do – have you noticed?) Good marketing communication is more than just creative writing and arty ideas. At ELE we believe that excellent copywriting is a science – a carefully honed skill based around proven theories and principles.
The problem is, the differences between these principles – the terms and tactics of effective comms – can, at times, be tricky to define. Take messaging and tone of voice – two concepts between which it’s all too easy for the lines to become blurred.
Let’s clear up the confusion between tone of voice and messaging, and help you sharpen your communication toolkit…
Defining messaging
We’ll start with messaging. Think of it as the backbone of your communication strategy. Messaging is about what you say and to whom – the core ideas and key points you want to get across to the identified chosen targets. It’s the substance, or to put it another way, the “meat and potatoes” of your communication.
For a legal or professional services firm, effective messaging is critical to stand out in a crowded marketplace. Done right, it will help you:
- Clearly define your value proposition, outlining your services, and making sure your clients understand why they should choose you over the competition.
- Maintain consistency and clarity. Imagine trying to convince a jury with a garbled argument; it simply wouldn’t fly. Similarly, potential clients are likely to get confused or put off by unclear, messy, or overly-complex messaging. Plain language is the way to go.
An effective message needs to be clear, direct, and tell the target audience exactly what to expect. It needs to resonate with their pain points and communicate the ways in which you can help – not just in terms of legal expertise (which most readers will take as read) but in the ways you’ll deliver the results. Consider a law firm specialising in family law. An effective message might be: “Supporting you legally during life’s most challenging moments.”
Understanding tone of voice
Let’s talk tone of voice. This is about how you say what you’re saying. It’s the style, the ‘flavour’, the personality that comes through in your communication. Tone of voice adds colour to your messages, making them more engaging, relatable and effective.
In the legal and professional services arena, your tone of voice can significantly impact how audiences perceive you. Are you approachable and friendly, or formal and authoritative? Your tone needs to reflect your brand and the expectations of your clientele. Picture yourself as a tour guide – your tone determines whether the journey is perceived as enlightening or tedious.
Examples of tone of voice
Take that same family law firm. A formal tone might sound like “Dedicated to providing expert legal representation with the utmost professionalism.” The problem is, this type of formality is likely to be off-putting to readers in the midst of sensitive, emotional, and challenging legal circumstances. A more approachable tone might be: “We’re here to help you navigate tough times with expert legal advice and a compassionate ear.”
The problem is, too many firms equate formality with professionalism. However, this doesn’t always need to be the case – it’s perfectly possible to be both professional and approachable. Similarly, speaking in plain language and avoiding legalese won’t necessarily negatively impact a client’s perception of your professionalism – but it is likely that complex, jargon-filled copy will, to put it bluntly, turn them off.
Key differences between messaging and tone of voice
At base, messaging is what you say and to whom; tone of voice is how you say it to them. You could think of messaging as the script and tone of voice as the actor’s delivery. Both are crucial, but they serve different purposes – a bad actor can ruin the most brilliant script, and similarly, the wrong tone of voice can completely obliterate the message you’re trying to put across.
Impact on branding
Messaging and tone of voice together shape your firm’s identity. They influence how readers perceive you, and how memorable your ‘brand’ is. To be honest, it can be a bit of a minefield. A firm with strong, clear messaging but a cold, impersonal tone may come off as unapproachable. Conversely, a warm tone with muddled messaging might seem friendly but unprofessional.
Integrating tone of voice and messaging
So, how do you blend these two elements seamlessly?
Best practices
Don’t try to put the cart before the horse. Start by ensuring your messaging is rock solid. Once your audiences and key points are clear, decide on a tone that reflects your brand’s personality and resonates with your audience. Shocker – you might need one tone that is adapted to suit more than one audience – a set of core values that are applied in different ways. Consistency is key, however. Your readers should feel continuity in communications whether they’re reading an email, a brochure, or your website.
Training and consistency
Educate your team on the importance of both elements. Regular training sessions and creation of style and tone of voice guides can help maintain consistency. Remember, even the most brilliant message delivered in the wrong tone can fall flat.
Not sure where to start?
Understanding the difference between messaging and tone of voice (and knowing how to use them effectively) can really set your firm apart in the crowded legal and professional services sector. Clear, compelling messaging combined with an appropriate, consistent tone will not only enhance your brand’s credibility, but also help build trust and longevity in client relationships.
Next time you’re crafting a client communication, ask yourself the following – Is our message clear? And equally important, is our tone of voice doing it justice? If you get both right, you’re well on your way to communication gold.
Don’t have time? Or not sure where to start?
At ELE, we offer outsourced legal copywriting services for law firms, chambers and other professional services organisations. Whether you need website content, thought-leadership documents, brochures, reports, case studies, biographies, social media or blog articles, you can trust our expert copywriters to take the problem off your desk and get it right. Get in touch today.
