Increasing Blog Effectiveness Through Content “Vocals”


“Vocals aren’t the actual words you use, but what you do with your voice to clothe words with meaning,” the authors of Close the Deal explain. Vocals include:

  • tone
  • pitch
  • emphasis
  • accent
  • inflection
  • pronunciation
  • volume
  • rate
  • tempo

The important lesson here: Vocals give you a tool to increase buyers’ comfort with you.

Of course, in video clips included in blog content, all these vocal elements would come into play. But can all these valuable tips about increasing buyers’ comfort come into play in non-vocal blog content writing? The answer is a resounding “Yes!”

Language has the power to establish personal connections. “Tone in writing refers to the writer’s attitude toward the reader and the subject of the message. The overall tone of a written message affects the reader just as one’s tone of voice affects the listener in everyday exchanges,” the OWL Purdue Online Writing Lab explains.

As a blog content writing trainer, I found three of the tips from Close the Deal are especially apropos to our work:

Vary your vocals.
You’ll bore buyers if you drone on, and get caught using a “singsong” delivery, the authors caution. Liven your speech patterns with variety, they advise.
As a businessperson or practitioner, I teach, you have many different kinds of stories to tell through your blog, including the benefits of your products and services, the history of your business and your own journey, successful case studies, and your perspective on trends in your industry.

Show friendliness through a relaxed tone.
Speaking louder than your buyers can make you come across as pushy and overbearing.
“The business writer should strive for an overall tone that is confident, courteous, and sincere,” OWL advises, “and should be written at an appropriate level of difficulty”.

Temper your accent.
Water down your regional accent in settings where the majority of people don’t share it. Reflect the buyer’s tempo, tone, and volume.
Having a focused topic in a blog post is important, but focusing on a specific audience is equally as important. Before writing, research your target audience. “Once you have your data you can start to put together personas and plan your online marketing activities around them,” Sleeping Giant Media teaches.

Just as vocals do, the language you use in your blog content has the power to increase buyers’ comfort with you.

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