Build a distinctive tone of voice

From Reads to Leads is a newsletter for writers who want more. It's about marketing. Strategy. Positioning. Operations. Results. And yes, it talks about writing too. But through a marketing lens. If this was sent to you, subscribe here so you don't miss the next email.

In today's newsletter:

• Stop following the “industry script” for tone of voice 
• 3 examples of tone of voice that challenge expectations
• Don’t lose your authenticity

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"Can you make it sound less American?"

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"In Switzerland, people aren't into direct, salesy language and big promises. I think they'd prefer a more formal tone of voice," says my Swiss client as I guide him through a landing page we've just completed.

Alright, I'm cool with keeping it formal. I get the concerns. 

However, what a client might label as too salesy and direct could actually be distinct. 

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The tone of voice nobody would expect

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In copywriting, tone of voice often falls into tired stereotypes. 

Banks must sound serious. 

Startups must be playful. 

Women-focused brands must speak softly. 

Sad brands (e.g. funeral companies) must sound sad.

But you know what? That's nonsense. You can be playful if you're a bank and fun if you're a funeral service.

Ukraine is home to Monobank, a banking app with a unique approach. The brand's mascot is a cat that interacts with customers using straightforward language, avoiding complex banking jargon and overstating the bank's impact on people's lives. 

Currently, Monobank serves around 7 million users in the country, making it the third-largest bank in Ukraine based on the number of active clients.

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Here's another example for you: Taffo Funeral Services. Yep, it's a funeral home in Italy. 

Sure, funerals are generally somber affairs, so funeral companies should be too, right? 

Well, take a look at Taffo's Facebook page. 

Oh, hold on, it's in Italian. Let me translate a few posts for you:

When Queen Elizabeth passed away, they posted a message: "You buried more than us."

Dark humor? I find it amusing.

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Next up, New Year's. Taffo wishes for a "good ending." Makes sense, doesn't it?

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Finally, a post about the grand opening of a new office. The text on the image says: 

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"We arrived in Sardinia to bury you all." 

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See how creative you can get, even if you're dealing with sensitive stuff.

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Want an example from B2B?

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Of course you do! Here is one ↓

Stripe. 

Ask any developer who sets the gold standard for documentation, and you’ll hear one name: Stripe.

Stripe has raised the bar across the industry.

Their docs are so clear, well-structured, and easy to follow, they’ve become a reference point. Developers trust Stripe because their communication is clear and thoughtful.

That’s a big contrast to most developer tools, where documentation is often dense, technical, and painfully unclear.

So, how did Stripe achieve this?

They made writing the center of gravity.

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Most companies play it safe 

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Many brands default to what their industry expects.

They stick to what everyone else in the industry is doing, so customers don't scratch their heads and wonder if something's off with them. 

Like, if you're running an investment management firm, you should talk like Goldman Sachs. And if you've got productivity software, you should sound like a friendly coworker.

But tone of voice doesn’t need to follow the same script as everyone else. It can — and should — reflect your unique identity.

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Be authentic 

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I’ve noticed a trend on LinkedIn: Everyone is using the same hooks and even formatting methods.

Outbound is dead. PPC is dead. Email is dead. SEO is dead.

It used to be that people would claim something was "dead" to introduce their “new” way of doing things. Now, it’s all about calling out how everyone’s saying everything is dead... and then introducing their “new” way of doing things that are actually still alive.

This is getting old.

Look at these two writing examples from our Style Guide for Room 8 Group ↓

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The one on the left feels like just another LinkedIn post from any B2B company. 

The one on the right feels authentic. 

Brands that resonate are authentic. 

They’re clear on who they are and how they want to show up, even if it doesn’t match the industry norm.

How do you choose which tone to use? 

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1. Listen to your audience talk. Avoid relying on stereotypes. Not all Gen Zs sound goofy and fun. Also, not every B2B product requires a formal tone.

2. Look at your competitors. Do you really want to sound just like everyone else in your industry? Your way of speaking can set you apart as a competitive differentiator.

3. Stay true to your personality. Avoid straying too far from your authentic self; pretending to be something you're not won't feel genuine.

Yes, you can sound formal without being boring.
Yes, you can be playful without being unprofessional.
Yes, you can break the mold — even in the most unexpected industries.

Hope this helped you think differently about tone.

And maybe, just maybe, helped you find yours.

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See you next week

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Have a boss weekend. 

Kate

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P.S. If we aren't connected already, follow me on LinkedIn and Instagram. If you like this newsletter, please refer your friends.

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P.P.S. Need a hand with content? Fix your mediocrity problem with Zmist & Copy

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