Kevin Roberts, CEO of communications company Saatchi & Saatchi, says that purchasing decisions are 80% emotional and 20% rational. So, it could be argued, and regularly is, that a company’s tone of voice has as much influence over its long-term success as the quality of the product or service it offers.
Whether they’re selling insurance, bags of cement or little bottles of fruit juice with hats on, businesses need to be conscious of how their customers relate to them emotionally. Moving beyond the traditional buyer-seller relationship can be achieved by creating a tone of voice that captures the essence of the business as well as the interest of the customers…
