SEO Writing Assistant assesses your copy across four main pillars: readability, SEO, originality, and tone of voice. Then it highlights each sentence that needs your attention.
Adventurous writing shares passion with its readers and encourages them to live their bucket lists. To do this, the writing should treat these passions as seriously as their readers do, without compromising enthusiasm.
For example, men’s natural skin care brand Oars + Alps uses a serious tone:
This establishes them as relatable, even though they’re establishing credibility at the same time.
Old Spice uses humor to emphasize their masculine image without alienating any of their potential customers by taking themselves too seriously. Remember their iconic “The Man Your Man Could Smell Like” commercials?
BarkBox uses fairly casual language and maintains an upbeat tone, even injecting some humor, despite an otherwise serious topic. This creates a welcoming atmosphere where readers can feel comfortable interacting with them.
Aspirational Tone (Formal + Enthusiastic)
As a result, the point of view feels very close to their target audience—women who shave.
Farmacy Beauty uses a similar tone:
Tiffany’s could have chosen a simpler phrase like “the diamonds and colored stones they found” and said essentially the same thing. Instead, their phrasing emphasizes their expertise and selectivity.
Jewelry studio Bing Bang NYC also uses a more casual tone, though with less irreverence:
Here, they use casual words and phrases like “some guys were flipping burgers” and “average guy.”
Tone helps you tell your brand’s story in an impactful way. This can make the reader feel emotionally connected with your brand and even build trust.
As such, if you decide to go for a humorous tone, make sure you have a thorough understanding of the audience you’re targeting.
Here, Tiffany’s uses long sentences and complex phrasing and word choice to create a sense of gravitas.
A respectful tone doesn’t usually stand out on its own. Instead, it quietly informs the way you craft your content.
Here’s an example of how BarkBox does it:
Simply paste your copy into the Semrush interface or use our free add-on (available for Google Docs, Microsoft Word, or WordPress). Then the tool will instantly analyze your content and suggest improvements.
Consider using informal tones if you want to show your personality and relatability.
How to automatically check your tone of voice
Ultimately, tone should be determined by the needs of your brand, topic, and platform.
Bing Bang’s copy uses casual phrasing (“super small” and “a whole lotta heart”), slang, and even emojis to relate to readers. This gives it a strong sense of personality so that it feels inviting and friendly, not austere.
Benefit uses humor to foster a playful personality, showing their customers that they—and therefore their products—are fun and joyful. And because their humor is directed toward themselves, it also shows that they don’t take themselves too seriously.
Here’s how men’s grooming brand Old Spice uses humor in their marketing:
Many non-scientific brands lean into a formal tone because it helps add sophistication to their marketing. Consider this example from Tiffany & Co.:
Their style of humor is largely dependent on wordplay (like the example above) and absurd overstatement.
In writing, tone is the implicit emotional message your piece sends to the reader. You can convey different types of tones in writing with your sentence structure, tone words, phrasing, imagery, and more.
The second dimension of writing tone is respectfulness.
In writing, every tone exists in relation to these four dimensions. But that doesn’t mean these are your only eight options available. Instead, most writing combines two or more dimensions to create a unique tone for that piece of writing.
Friendly writing is inviting and relatable. You can write in a friendly way by using a more informal, conversational tone while remaining positive and respectful.
Benefit Cosmetics also uses humor in their copy.
This feels familiar to readers, demonstrating your respect and sharing your enthusiasm with them.
To write with enthusiasm, be true to yourself and your perspective. Don’t be afraid to use effusive phrasing to describe the things you’re most passionate about.
Like Tiffany’s, Bulgari’s formal, elevated style reflects their upscale brand image. With phrases like “a reputation for Italian excellence” and “always revering its cultural legacy,” they establish history, quality, and credibility.
To illustrate, here’s an example from luxury menswear retailer Mr. Porter:
By contrast, an irreverent tone establishes relatability by showing that they don’t take themselves too seriously. Irreverent copy often uses:
Slang or even swear words
Very casual, conversational phrasing
For example, you’ll be able to see which sentences are too formal or too casual and quickly edit them.