The way you communicate in sales emails and messages is just as important as the content itself. It’s all about tone of voice (TOV) and getting it right can make the difference between a prospect saying “yes” or “no” to your product or service.

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Think of it like this: You wouldn’t wear a tuxedo to a picnic would you? Similarly your sales communication needs to be tailored to the specific context and audience.

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The Importance of Tone of Voice in Sales

Imagine sending a cold email to a potential client.

The message is well-written but it’s overly formal stiff and lacks any personality.

The recipient might think you’re robotic or not genuine.

Now imagine another email this time with a conversational friendly tone showing that you understand their challenges and how your product can help.

Which one do you think would grab their attention?

Here’s why tone of voice matters so much in sales:

Builds Relationships: A consistent authentic tone of voice creates trust and rapport with prospects making them feel understood and valued. It establishes a connection that goes beyond just selling a product or service.
Establishes Brand Identity: Tone of voice is an essential part of your brand identity and it helps differentiate you from competitors. A strong brand voice is memorable and helps you connect with your target audience on a deeper level.
Improves Conversion Rates: A persuasive engaging tone of voice can significantly impact your conversion rates. When your messaging resonates with prospects they’re more likely to take the next step whether it’s scheduling a call requesting a demo or making a purchase.
Increases Engagement: An engaging tone of voice keeps prospects interested and encourages them to read your emails visit your website or watch your videos. It’s all about making your content compelling and keeping your audience engaged.

Common Mistakes to Avoid

Unfortunately many sales teams fall into the trap of making these common tone of voice mistakes:

Too Salesy: Pushing a product or service too aggressively can be off-putting to prospects. Instead focus on providing value and establishing a relationship.
Too Informal: Using slang jargon or overly casual language can make you appear unprofessional or even disrespectful. Remember to maintain a balance between being friendly and being professional.
Inconsistent: Switching between different tones in your communication can confuse prospects and make your brand seem unreliable. Strive for a consistent voice across all your marketing and sales materials.
Lack of Personality: A robotic overly formal tone of voice can make your communication seem impersonal and uninviting. Inject some personality into your writing to make it more engaging.

How to Develop a Winning Tone of Voice

Developing a consistent and effective tone of voice takes time and effort.

Here’s a step-by-step guide to help you get started:

1. Define Your Target Audience

Before you can craft a tone of voice you need to understand who you’re trying to reach.

Consider these questions:

What are their demographics? Age gender location education level income?
What are their interests and pain points? What keeps them up at night?
What are their communication preferences? Do they prefer formal or informal language?
What are their online behaviors? Where do they spend their time online?

2. Identify Your Brand Values

What are the core values and principles that guide your business? For example are you innovative customer-centric or results-oriented? Your brand values should be reflected in your tone of voice.

3. Determine Your Brand Personality

Once you understand your brand values you can start to develop a brand personality.

This is the “human face” of your company and it helps create a memorable and relatable experience for customers.

Here are a few examples of brand personalities:

Friendly and approachable: Think of a helpful neighbor who’s always willing to lend a hand.
Professional and authoritative: Think of a trusted expert who’s knowledgeable and confident.
Fun and playful: Think of a quirky friend who always brings a smile to your face.
Serious and sophisticated: Think of a seasoned professional who commands respect.

4. Craft Your Tone of Voice Guidelines

Once you have a clear understanding of your target audience brand values and personality you can start to create a set of tone of voice guidelines.

These guidelines should provide clear instructions on:

Language: What type of language should you use? Formal informal conversational?
Voice: What is the overall tone of your communication? Friendly authoritative playful or serious?
Style: What is the overall writing style? Short and snappy long-form and detailed or storytelling?
Examples: Include examples of good and bad copy to illustrate your desired tone of voice.

5. Test and Refine

Don’t be afraid to experiment and refine your tone of voice.

Start by testing it with a small group of prospects and get their feedback.

Make adjustments as needed and always strive to improve your communication.

Examples of Tone of Voice in Sales

Here are a few examples of how tone of voice can be used effectively in sales:

Cold Email:
- Too salesy: “Hi I’m reaching out to let you know about our amazing product that can revolutionize your business! We’re offering a special discount for a limited time so don’t miss out!”
- More engaging: “Hi I came across your recent blog post about and was impressed with your insights. At we help businesses like yours . Would you be open to a quick chat about how we can help you achieve your goals?”
LinkedIn Message:
- Too formal: “Dear I hope this message finds you well. I’m reaching out to introduce you to and our services.”
- More conversational: “Hi I saw your recent post about and wanted to reach out. I’ve been following your work for a while now and I think could offer some valuable solutions to the challenges you’re facing. Would you be interested in connecting for a brief chat?”
Sales Proposal:
- Too technical: “Our proprietary algorithms leverage advanced machine learning techniques to optimize resource allocation and minimize operational costs.”
- More accessible: “We help businesses like yours streamline their operations and save money by using our innovative software. Our technology is easy to use and can be customized to meet your specific needs.”

Consistency is Key

Once you’ve developed a winning tone of voice make sure you use it consistently across all your communication channels.

This includes your website emails social media posts marketing materials and sales presentations.

Consistency builds trust and helps prospects recognize your brand.

The Power of Storytelling

Storytelling is a powerful tool that can be used to engage prospects and make your message more memorable.

When you tell a story you’re connecting with your audience on an emotional level which makes them more likely to remember your brand.

Here are a few tips for incorporating storytelling into your sales communication:

Focus on your ideal customer: Who are you trying to reach with your story? What are their challenges and aspirations?
Create a compelling narrative: Tell a story that resonates with your audience and captures their attention.
Use vivid language: Use descriptive language that paints a picture in the reader’s mind.
Share your own experiences: Don’t be afraid to share your own experiences and challenges to make your story more relatable.
Keep it concise: Keep your stories short and to the point.

The Benefits of Getting Tone of Voice Right

Investing time and effort in developing and refining your tone of voice will pay off in the long run.

Here are just a few benefits you can expect:

Increased sales and revenue: A strong tone of voice can help you convert more prospects into paying customers.
Improved brand awareness: A consistent and memorable tone of voice helps you build a strong brand identity and stand out from the competition.
Greater customer satisfaction: A friendly and approachable tone of voice creates a positive customer experience and fosters loyalty.
Stronger team communication: A shared tone of voice can help your sales team communicate more effectively and build a strong team culture.

The Takeaway

Your tone of voice is an essential element of your sales communication strategy.

It’s crucial for building relationships establishing a strong brand identity and achieving your sales goals.

By following the steps outlined in this guide you can develop a winning tone of voice that will help you connect with your audience build trust and close more deals.

Remember it’s not just about what you say it’s about how you say it.

Sales email and message tone of voice: Why it matters