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What does your brand sound like?
When your audience reads your social media posts, product pamphlets, and website, do they come away with the same message across the board?
Reproductive health is a tricky industry in terms of messaging and branding. You want to come across as sympathetic, but not too casual. You need to be caring, but also credible. Learn how to develop the kind of writing tone that will convey the right message for your brand.
Be Caring
Who is most likely to read the information on your website?
Chances are, if people are looking for information on reproductive health, they are in a tough spot emotionally.
Perhaps a set of future parents are researching their next step toward In Vitro Fertilization. Maybe a would-be father is searching for information on taking a Spermcheck fertility test, because he cannot conceive with his partner. Each of these scenarios requires a gentle, sympathetic approach.
Your writing tone should convey the message that you understand and care about your audiences plight.
Try for a warm, welcoming style, but refrain from over-simplification and condescension. There is a fine line between an empathetic message and a patronizing tone. Develop a content strategy that airs on the side of positivity and professionalism, not one that thrives on assumptions and lectures.
Be Credible
People who need to read about reproductive health arent looking to be entertained. For a little light relief, your audience might turn to a romantic comedy or a good novel. When theyre looking up information that can potentially change their lives, however, they want reassurance and accuracy.
Bolster your claims with well-researched facts.
Be sure to link to the facts that you find in your writing.
Refrain from using the words we think or we believe.
If you feel that what you are writing isnt credible enough to be presented as a fact, omit it and replace with a different point.
Be Authoritative
An authoritative writing tone goes hand in hand with credibility. When youre messaging about a brand in the reproductive health niche, you want to come across as trustworthy.
Why should a prospective patient hand over their reproductive health dilemmas to you and not your competitor? If you have the authority on the topics in your niche, you are clearly seen as the leader. an audience who seeks answers flock toward leadership like that which you can convey through your authoritative messaging.
To write on a topic in an authoritative manner, keep your wording concise. Stick to points that reinforce your credibility. Blend your credibility with a welcoming, understanding tone and youll achieve a style that is professional and brimming with authority.
Be Consistent With Your Writing Tone
No matter what messaging tone you choose
to develop your brands personality, be consistent with the tone and style of your writing.
It can be difficult to stay on-point using the same sentence structure and terminology across various platforms. Sometimes, social media requires a more brief and concise message, while your websites about me page calls for an in-depth history of your brand. Still, you can meet the criteria of both platforms without sacrificing your writing tone.
think of your tone as the way you speak:
How do you carry yourself in a conversation?
Are there certain terms you use frequently, while avoiding other sayings at all costs?
What is your brands voice?
Write your messaging with the voice of your brand in your mind. As long as you stick to thinking in that particular voice, you are less likely to deviate from the tone youve developed thus far.
Want To Learn More?
Now that youre ready to personalize your brand with a carefully-crafted writing tone, you can take it farther by exploring other ways to enhance your message. Learn more about writing, whether for your website or your social networking platforms. Come back frequently for new and exciting tips and how-tos.
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