Tone and Change

Tone and Change
How tone affects reader reaction.
H/T David Amerland

Marketing is complicated. While we may not all have to communicate subtle changes in complex monetary policy our audience, nevertheless, is subject to the same massive flood of information from everywhere. Our messages therefore are glanced at perfunctorily to determine whether we are “business as usual” or “something’s afoot”.
Channels are important. The ECB study focused on press releases because that’s what the Bank of Canada predominantly uses. A business needs to have more than one channel utilizing more than one communication strategy. Some things are better said in an instant using a meme, others require the complexity and length of long form writing and others still can be said easier and faster in a podcast or video.
Content form and style have impact. In order to meet audience expectations you need to have an understanding of audience needs. When that connection is not in place marketing creates a dissonance as communication fails to adequately bridge the gap.
Perception creates disconnects. The fact that every marketer needs to be aware of is that the audience is not made up of marketing experts. People who come across our marketing have neither the time nor the training to analyze in depth the substance of the message. Unnecessary complexity creates an impression of difficulty and a change in communication style only generates insecurity.

Originally shared by David Amerland

Tone, Style Search and Marketing

An ECB study shows that sentiment changes at the point of consumption of content not just because of the content itself but because of a perception of what the content's style and tone signifies.

This then affects end-user behavior which for marketers it also means it impacts search. Dive in: https://goo.gl/1c8mCJ Happy Tuesday.