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Posted by Chris Manns on 11-Dec-2012 09:02:00

If you’re having trouble sleeping at night, try counting sheep to help you doze off. Alternatively, check out some B2B marketing communications, as these will most likely have a similar effect.

The reason for this is that many B2B marketers still feel that the best approach to communication is to create dull, lifeless content loaded with buzz words and marketing-speak.

Thankfully though, there is a fast-growing group of smart marketers who have realised it’s time to start speaking like human beings again.

It’s all about personality! Nobody wants to do business with a faceless corporation whose communications could have been written by some kind of robot, because in today’s modern world of Web 2.0, we’re all social, we share information and content and we like to be engaged.

The best way to show the world your company’s personality is to work out what your tone of voice is, and then use it in all of your communications. Types of tone of voice can range from informative and authoritative to fun and personal... but these aren’t mutually exclusive. A real personality will include all of these types, sometimes simultaneously.

B2B marketing is all about engaging your prospects, sparking their interest and making them want more. We’ve all known for a while that a great way to share information in an entertaining way is through storytelling, and storytelling is also a great way to show off your personality.

So, go for it, let your personality shine through. Not only will your communications become a lot easier to write, but your prospects will love to hear from the ‘real you’ and will find it much easier to trust you and your company.

If you're faced with a challenge to become more human next year, drop us a line, we'll be more than happy to have a chat to you about the most effective ways to reach your decision making audience.

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B2B tone of voice

Topics: B2B, tone of voice