Successful politicians are masters of tone. In many cases, the substance of what they say matters less than the way the convey it. Tone matters. It’s what pulls your audience in and what turns them away.Journalists labor over the tone of their stories. For instance, the tone of a story about corporate corruption has a decidedly different tone than a piece about a local spelling bee champ. No surprise, the first step to using tone as an arrow in your communications quiver is recognizing that it’s something you can control.
Boiling it down to its essence, tone is how you express your attitude toward your audience. So before you concern yourself with the mechanics of how to set a particular tone, take a moment to decide what tone you want to take.
* Do you want to be instructional?
* Do you want to confide?
* Do you want to be welcoming?
* Do you want urgency?
The tone you use depends on the audience. To help determine the tone, create an audience profile. A profile can be very informal, but you should consider factors such as your rapport, previous knowledge of your subject, and general sophistication. By focusing on your audience, you’ll make better decisions about what will resonate with them.