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Effective Styles and Tones for Landing Pages, Blogs, Social Media, and Emails From Big Brands

Discover the most effective styles and tones for landing pages, blogs, social media, and emails. With hyperlinked examples, learn how to engage your audience and drive results across digital marketing channels.

Would a poetic style suit this divine subject, or a witty one?
Would a poetic style suit this divine subject, or a witty one?

Introduction

Whether you're designing a landing page, writing a blog post, sharing on social media, or sending an email, the style and tone you use can make all the difference in engaging your target audience.

This is more so with AI where the generic output can often be over the top. This is when you'd need to nuance the output with styles and tones that you specify.

The styles and tones are applicable when you craft content for Landing Pages, Blogs [PDF, White papers too], Social Media and emails. Here, different channels can use different styles and tones and it would be good to have a list of these with you.

How to use these styles and tones

The style and tone will be part of the prompt for any of these content. You can use the RATS framework to specify the style and tone, or just specify this as text, as you prefer.

You can be inspired by the style and tone from the headline itself in most cases. In the case of brands, you can observe/ lift it from the style and tone.

In this post, we'll explore some of the most popular and effective styles and tones for each of these digital marketing channels, complete with examples to inspire your own content creation with AI.

We shall start with single styles and then explore combinations which marketers use with great effect.

Single Tones & Use Cases

A writing tone reflects the attitude or emotion conveyed through the text. It shapes the reader's perception and emotional response.

Tone is crafted through word choice, sentence structure, and stylistic elements, aligning with the writer’s intent and the message's purpose. Let's explore 36 different tone variations.

  1. Friendly: Warm, welcoming, and positive. Creates a sense of comfort and ease. Best For: Customer service, marketing, personal communication.
  2. Inquisitive: Curious and probing. Seeks information or clarity. Best For: Interviews, surveys, research.
  3. Confident: Self-assured and assertive. Expresses expertise and certainty. Best For: Persuasive writing, sales pitches, business communication.
  4. Empathetic: Understanding and compassionate. Shows care and support. Best For: Counseling, social work, sensitive topics.
  5. Angry: Frustrated or upset. Expresses dissatisfaction or advocates for change. Best For: Complaint letters, advocacy content.
  6. Boring: Unengaging or dull. May convey disinterest (typically avoided). Best For: Rarely used intentionally; can be used to highlight unappealing situations.
  7. Humorous: Lighthearted and funny. Adds levity to the conversation. Best For: Comedy, social media content, casual communication.
  8. Thoughtful: Reflective and introspective. Encourages deep thinking. Best For: Personal essays, philosophical writing.
  9. Pleading: Begging or imploring tone used to make requests. Best For: Appeals for help or support.
  10. Disgusted: Repulsed or sickened by something unpleasant. Best For: Critique of undesirable situations or behaviors.
  11. Bold: Confident and daring. Grabs attention immediately. Best For: Headlines, promotional content.
  12. Excited: Enthusiastic and energetic. Builds anticipation. Best For: Product launches, marketing campaigns.
  13. Celebratory: Festive and joyful. Marks special occasions. Best For: Anniversaries, milestones.
  14. Informative: Educational and instructional tone that provides value. Best For: Explainer videos, educational posts.
  15. Urgent: Persuasive with a sense of immediacy. Best For: Limited-time offers, sales promotions.
  16. Appreciative: Grateful and thankful. Best For: Thank-you messages, customer retention campaigns.
  17. Trustworthy: Reliable and credible tone that builds trust. Best For: Testimonials, case studies.
  18. Collaborative: Cooperative and team-oriented. Best For: Partnership proposals, joint ventures.
  19. Problem-solving: Analytical and focused on finding solutions. Best For: Customer service interactions, product demos.
  20. Resilient: Optimistic with a focus on overcoming challenges. Best For: Rebranding efforts, comeback stories.
  21. Thought-provoking: Contemplative with an aim to spark deeper thinking. Best For: Blog posts, social media discussions.
  22. Value-driven: Focused on benefits and ROI (Return on Investment). Best For: Sales pitches, landing pages.
  23. Inspirational: Uplifting and motivating tone that encourages action. Best For: Motivational content, speeches.
  24. Glamorous: Luxurious and indulgent tone that appeals to exclusivity. Best For: High-end products, luxury brands.
  25. Spiritual: Reverent tone that connects with spiritual beliefs or values. Best For​: Spiritual products/services​, wellness industries​.
  26. Intellectual: Academic and scholarly. Conveys expertise and deep understanding. Best For: White papers, thought leadership pieces, academic content.
  27. Exclusive: Secretive and mysterious. Creates an air of exclusivity and desirability. Best For: Pre-launch campaigns, invitation-only events.
  28. Sympathetic: Empathetic and understanding. Connects on an emotional level, especially around sensitive topics. Best For: Health and wellness content, mental health discussions.
  29. Financial: Focused on wealth and financial success. Appeals to people’s desire for financial growth. Best For: Investment products, financial services.
  30. Sustainable: Environmentally conscious and eco-friendly. Appeals to sustainability values. Best For: Eco-friendly brands, companies with a green
  31. Satirical: Humorous yet mocking. Points out flaws or shortcomings in a witty manner. Best For: Entertainment content, social commentary.
  32. Narrative: Story-driven and engaging. Weaves a compelling narrative that captures attention. Best For: Case studies, success stories, multimedia storytelling.
  33. Passionate: Deeply emotional and heartfelt. Expresses strong feelings of love, devotion, or admiration. Best For: Personal experiences, motivational content.
  34. Sensitive: Gentle and compassionate. Handles delicate or emotionally charged topics with care. Best For: Mental health, grief, trauma-related content.
  35. Nostalgic: Wistful and reflective. Evokes feelings of longing for the past. Best For: Content celebrating history or traditions, brand storytelling with a focus on heritage.
  36. Whimsical: Playful and imaginative. Creates a sense of magic and wonder. Best For: Children’s books, greeting cards, lighthearted social media content.

The most effective landing pages choose a tone and style that authentically represents the brand while resonating with their specific target audience.

Matching the landing page experience to the overall brand personality helps create a seamless, engaging user journey.

A lofty tone was apt as this story centers on dharma and the fate of kingdoms
A lofty tone was apt as this story centers on dharma and the fate of kingdoms

Here are some popular styles and tones used in landing page design, with examples.

This is for your reference and use in case you don't have a brand style and tone already defined.

Minimalist/Clean Tone

  • Uses ample whitespace, simple layouts, and minimal text
  • Focuses on essential information and avoids clutter
  • Creates a modern, sophisticated look
  • Examples: Dropbox, Airbnb

Friendly/Conversational Tone

  • Uses casual, relatable language as if speaking to a friend
  • Aims to build trust and connection with the visitor
  • Often incorporates humor or storytelling elements
  • Examples: Mailchimp, Dollar Shave Club

Bold/High-Contrast Tone

  • Employs vivid colors, strong typography, and eye-catching visuals
  • Grabs attention and creates a sense of excitement or urgency
  • Works well for brands with a youthful, energetic vibe
  • Examples: Spotify, Chubbies

Informative/Authoritative Tone

  • Presents in-depth product details and explanations
  • Uses facts, statistics, and social proof to build credibility
  • Ideal for complex offerings in B2B, finance, healthcare etc.
  • Examples: HubSpot, Zendesk

Emotional/Inspiring Tone

  • Taps into visitors' aspirations, pain points, and desires
  • Uses powerful imagery and storytelling to evoke feelings
  • Motivates visitors to imagine a better life by using the product/service
  • Examples: Charity:Water, Toms

Playful/Quirky Tone

  • Incorporates whimsical design elements, puns, and humor
  • Doesn't take itself too seriously; aims to delight and entertain
  • Works for brands with a fun, lighthearted personality
  • Examples: Lings Cars, Wistia

Luxurious/Elegant Tone

  • Uses sophisticated color schemes, fonts, and high-end visuals
  • Appeals to visitors' desire for prestige and exclusivity
  • Effective for fashion, hospitality, beauty and other premium brands
  • Examples: Rolex, Chanel

Sage Vyasa employs a philosophical and instructional tone in the Bhagavad Gita and a more colloquial one in the fables within it.

Conversational/Casual Tone

Informative/Journalistic Tone

Humorous/Witty Tone

Inspirational/Optimistic Tone

Persuasive/Assertive Tone

Formal/Academic Tone

  • Uses full words, facts and grammatical correctness
  • Thorough, direct and respectful
  • Conveys expertise and professionalism
  • Examples: Academic research blogs, science blogs like ScienceDaily, Nature.com blogs

Curious/Inquisitive Tone

  • Expresses a desire to uncover compelling details
  • Keeps the reader intrigued to learn more
  • Examples: Investigative journalism blogs, true crime blogs like Crime by the Book, Defector Media

Sarcastic/Irreverent Tone

Here is a list of common styles and tones used in social media posts.

The most effective social media accounts often use a mix of tones and adapt to what works best for their brand and audience on each platform.

Stay authentic and consistent to your unique brand voice.

The Sage Bharata shows how drama should mix comic, romantic, heroic and tragic tones to evoke emotional flavors in the audience.


Conversational/Casual Tone

Informative/Authoritative Tone

Humorous/Witty Tone

Inspirational/Motivational Tone

Customer Service/Helpful Tone

Trendy/Timely Tone

Storytelling/Narrative Tone

Community-Focused/Inclusive Tone

Choose an email tone and style that aligns with your brand identity, resonates with your target audience, and feels authentic to your unique voice.

Experiment with different approaches and analyze what gets the best engagement can help you find the optimal tone to use in your emails.

Tone and style are not mere ornaments, but vessels for communicating sacred knowledge.

Here are 8 popular styles and tones for emails, with examples.

Conversational/Casual Tone

Informative/Journalistic Tone

Humorous/Witty Tone

Inspirational/Optimistic Tone

Persuasive/Assertive Tone

Formal/Professional Tone

Curious/Inquisitive Tone

Friendly/Encouraging Tone

Voice, Style & Tone of Famous Brands

I have compiled a list of 10 consumer brands and 10 B2B Brands below.

Consumer Goods

  1. Dollar Shave Club
    Brand Voice: Humorous, relatable, straightforward
    Style: Casual, conversational, no-nonsense
    Tone: Witty, sarcastic, buddy-like
    Example: "Our blades are f***ing great."

  2. Wendy's
    Brand Voice: Sassy, bold, unapologetic
    Style: Concise, punchy, attention-grabbing
    Tone: Cheeky, playful, savage
    Example: "Yeah, we wouldn't wake up for your breakfast either."

  3. Mailchimp
    Brand Voice: Friendly, helpful, quirky
    Style: Simple, clear, informal
    Tone: Warm, lighthearted, occasionally silly
    Example: "High fives! You're taking your first steps into the wonderful world of email marketing."

  4. Slack
    Brand Voice: Professional, efficient, human
    Style: Concise, organized, tech-savvy
    Tone: Approachable, collaborative, upbeat
    Example: "A few words on, well, a few words. Keep it brief, keep it relevant, and watch the way your team works transform."

  5. Oatly
    Brand Voice: Unconventional, transparent, purposeful
    Style: Honest, direct, thought-provoking
    Tone: Witty, irreverent, activist
    Example: "We made this product so we can keep writing stuff like this on the package. Hope you don't mind."

  6. Cards Against Humanity
    Brand Voice: Inappropriate, unapologetic, honest
    Style: Blunt, in-your-face, unfiltered
    Tone: Dark humor, sarcastic, self-aware
    Example: "A party game for horrible people. Like you."

  7. Casper
    Brand Voice: Relaxed, understanding, helpful
    Style: Conversational, relatable, informative
    Tone: Calming, empathetic, gently humorous
    Example: "We're not saying our mattress will give you superpowers, but we're also not saying it won't."

  8. BarkBox
    Brand Voice: Dog-obsessed, playful, caring
    Style: Enthusiastic, cute, pun-filled
    Tone: Warm, silly, wholesome
    Example: "Every month, get a box of hand-selected goodies for your pup, delivered straight to your dogstep."

  9. Glossier
    Brand Voice: Inclusive, authentic, empowering
    Style: Conversational, transparent, cool
    Tone: Friendly, confident, celebratory
    Example: "Skincare and makeup for real life (no matter who you are)."

  10. Aviation Gin
    Brand Voice: Suave, cheeky, adventurous
    Style: Sophisticated, smooth, story-driven
    Tone: Charming, mischievous, inviting
    Example: "Wheels Up, Bottoms Up. Aviation Gin: An American Original."

B2B Brand Voice, Styles & Tones

  1. Mailchimp
    Brand Voice: Friendly, quirky, helpful
    Style: Simple, clear, informal
    Tone: Warm, lighthearted, occasionally silly
    Example: "We could all use a little more weird in our lives. The quirky, the eccentric, the unabashedly unique. At Mailchimp, we aim to celebrate all of it."

  2. Slack
    Brand Voice: Professional, efficient, human
    Style: Concise, organized, tech-savvy
    Tone: Approachable, collaborative, upbeat
    Example: "Slack is where work happens. It's a digital workspace that powers your organization — all the pieces and the people — so you can get things done."

  3. HubSpot
    Brand Voice: Authoritative, helpful, inspiring
    Style: Informative, data-driven, story-focused
    Tone: Confident, empowering, trustworthy
    Example: "There's this notion that to grow a business, you have to be ruthless. But we know there's a better way to grow. One where what's good for the bottom line is also good for customers."

  4. Salesforce
    Brand Voice: Inspiring, empowering, visionary
    Style: Bold, innovative, future-focused
    Tone: Confident, energetic, optimistic
    Example: "We believe business is the greatest platform for change. And it starts by building a company with the values and vision that sets us up to make a real difference."

  5. Moz
    Brand Voice: Geeky, authentic, passionate
    Style: Conversational, data-driven, educational
    Tone: Friendly, honest, quirky
    Example: "We know the web can be a complicated place. We're here to help you navigate it with tools and education that help you understand how it all works."

  6. Zendesk
    Brand Voice: Helpful, empathetic, genuine
    Style: Conversational, story-driven, customer-focused
    Tone: Friendly, understanding, upbeat
    Example: "Relationships are complicated. But that doesn't mean they have to be hard. Zendesk makes it easy for businesses and customers to connect."

  7. Shopify
    Brand Voice: Empowering, ambitious, entrepreneurial
    Style: Inspiring, success-focused, educational
    Tone: Confident, motivating, supportive
    Example: "Shopify is more than a store. It's the foundation of your business, no matter how big or small. Start, grow, and manage your business with Shopify."

  8. Asana
    Brand Voice: Purposeful, mindful, empowering
    Style: Clear, focused, goal-oriented
    Tone: Calm, positive, supportive
    Example: "At Asana, our mission is to help humanity thrive by enabling the world's teams to work together effortlessly."

  9. Drift
    Brand Voice: Bold, conversational, human
    Style: Engaging, story-driven, personable
    Tone: Friendly, casual, energetic
    Example: "Drift is more than just a software company. We're a group of people who believe in the power of conversations to create real connections."

  10. InVision
    Brand Voice: Creative, innovative, visionary
    Style: Inspiring, future-focused, design-driven
    Tone: Passionate, ambitious, imaginative
    Example: "The screen is the most important place in the world. That's why we're dedicated to helping you create the best possible products, websites, and apps."

Conclusion

Choosing the right style and tone for your landing pages, blog posts, social media updates, and emails is a critical aspect of effective digital marketing.

By understanding your brand identity, target audience, and the best practices for each channel, you can create content that resonates, engages, and drives results.

Use the examples provided in this article as a starting point, but don't be afraid to experiment and find the unique voice that works best for your brand.

Remember, authenticity and consistency are key to building trust and loyalty with your audience across all your digital marketing efforts.

Next Steps

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