“Voice and tone” is one of the most important — yet most confusing — concepts ever known to both writers and non-writers alike. Part of the confusion comes from the fact that voice and tone are talked about together as if they are one and the same. (They are not.)

It’s an important concept because voice and tone can help distinguish you, your brand, your company, your business.

It’s confusing because rarely are the terms clearly defined.

Until now.

• Voice is how you talk to someone.
• Tone is the attitude behind your words.

For example, my voice on this blog is identical to the voice I use in my workshops and at client meetings because it’s a reflection of me. It’s how I teach, talk, train, converse.

My tone, however, changes depending on my audience. On this blog, I skew towards the informal but never the irreverant; however, with a new client, my tone tends to be much more formal.

Still confused? Think about a recent conversation with your kids. What you said to them is your voice. How you said it is your tone. Same goes with copy, both online and off.

Ever been confused about voice and tone? Share your comments, ask your questions and let’s discuss.

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Each year, Lake Superior State University publishes its “Banished Words” list. Not surprisingly the words “green” and “maverick” made the cut for 2009, as did “staycation.” (Perhaps that one belongs on the dumbest-ever words list!)

But what tired, overused words should you banish this year?

Not sure?

• Read through your marcom materials and highlight the redundancies, then banish them for at least part of the year.
• Create a substitution list that has alternate words and phrases for the banished words.
• Ask an impartial observer to review your copy and identify words with banishment potential.
• Hire someone to refresh your copy.

Here are a few I’d like to see make everyone’s banished words list:

• workplace of choice
• outsourced
• bandwidth
• outside the box
• bulletize
• warm fuzzy
• paradigm shift
• emotional quotient
• at the end of the day
• core competencies

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There’s an old story about a British shoe company in the early 1900s. It’s said that the company sent two salesmen into into a third-world country to investigate whether that country could become a market for the company’s shoes.

Upon visiting, the first salesman telegraphed back to the home office:

No market here. No one wears shoes.

The telegram from the second salesman read:

Fantastic opportunity.  No one wears shoes yet.

Mmm. What communication, sales or marketing opportunity are you missing simply because your perspective is skewed or your biases override the unarticulated needs of your clients, customers or readers?

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Spotted on a Chipotle receipt: “Farmers in jeans, not lab coats.” Another one for the swipe file, don’t you think?

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