One of the biggest challenges I’ve faced as a writer is striking the right tone. The article, “Finding Your Tone of Voice" from Smashing Magazine describes the amount of thought and research that’s required for finding the right tone when creating web content. Frankly, this portion of the article worries me. While consideration about the audience and brand is absolutely necessary, the processes described in the article — content audits, stakeholder interviews, and audience research — can generate so much data, it may lead to decision paralysis.
However, the article does an excellent job of providing examples of appropiate voice and tone across websites. I’m inspired by the Mail Chimp website, Voice and Tone, as a real-world example of how to adapt tone to a user’s needs.
The brass tacks of it: use the data to empower yourself and create some real examples to guide you through the difficult process of striking the right tone at the right time.