When creating adverts, email campaigns or general marketing literature it’s important to get your tone of voice just right for your audience. It goes without saying that your marketing needs to be appropriate for the demographic you are targeting and you need to use the language accordingly, but what about the way you portray your message. Should you go for something bold and in your face or understated and clever?
Firstly you need to think what kind of personality you want your business to have, if it’s a financial company you may want to remain relatively formal and base your campaign on facts to show that your company is knowledgeable in its field. On the other hand if you are clothing company aimed at teenagers and young adults you may want the language to be more informal and friendly.