Why your Tone Of Voice isn’t just how you sound, It’s How You Make People Feel - By Rachel Medlock

Let me tell you about a discovery call I had a few years back… I remember it well. A brand approached me to write copy for them, asking for a tone of voice similar to that of a popular beauty company known for its unconventional style.

I quickly explained to them that imitating another brand’s tone wasn’t the key to standing out. Sure, it’s tempting to mimic what’s working for a big name, but copying someone else’s tone is like using someone else’s skincare routine. It doesn’t suit you, and it won’t help you glow.

What I told them was that tone of voice is all about identity. It’s about defining who you are, who you sound like, and, just as importantly, who you don’t sound like. There’s a huge misconception that every tone of voice has to be quirky. Much like humans, tone of voices can be assertive, friendly, clinical, casual, formal, authoritative, or even flat-out bonkers, but no matter what, it has to feel like you and connect with your audience.

When we nailed their voice, it was real and relatable but still an expert. It wasn’t about being quirky for the sake of it—it was about bringing the right level of personality that spoke to their audience, and that’s exactly what made it work. Their audience responded because they felt something.

Why Tone of Voice Matters

We’ve all had this experience. An interaction with a brand whose tone stays with you, even when you don’t need their product. The ones who leave an emotional impact, even if you don’t buy anything. That’s what a strong tone of voice does—it builds connection.

Tone of voice is the heart of your brand’s messaging. It’s about how your audience feels when they hear from you. Everything clicks when you know exactly who you are and who you’re speaking to. You go from merely communicating to connecting, resonating with your dream client’s needs, desires, and emotions. This builds trust, sparks engagement, and creates loyal clients who return not just because of your treatments or products but because they feel like they know you.

How To Find Your Voice

In my experience, finding your brand’s voice often starts with figuring out what isn’t working. Sometimes, it’s easier to spot when something doesn’t resonate with your audience than to find the perfect fit. If you’ve been reading your copy and it just doesn’t ‘click,’ you’re already closer to your tone than you think. That “off” feeling can guide you towards what you do want to sound like.

So, when you start experimenting with your brand’s voice, take note of what isn’t working. Ask yourself: Does this sound like us? Does this feel true to who we are? The process of elimination can be just as revealing as trying to get it right on the first go.

If you feel lost or stuck, I’m here to help. I created The Write Treatment, a DIY, AI-powered tool for helping beauty brands clarify their tone of voice. It walks you through the questions I ask my clients to define their voice, so you can get your brand’s tone on track without the cost of hiring a copywriter.

The Write Treatment will save you time, energy, and yes, money. Plus, when you’ve nailed your tone of voice, everything else in your marketing, from social media and emails to your website, starts to click into place.

So, what are you waiting for? Your brand’s voice is the backbone of your business. When you get it right, it’s impossible to ignore.

Visit www.rachelmedlockcopywriting.com.au to learn more.

@rachelmedlockcopywriting