Lowpost lets you choose between 4 types of tone for the contents:
Approachable tone: a more personal language, with references to the reader; it is the most common language tone for blog content.
Formal: an informative, journalistic tone, mainly used to give news or talk about issues without references to the reader. It is a prevalent language tone for descriptions on web pages.
Technical: used when the audience understands the terminology of the sector; this language is for professionals who master the topic that is discussed.
Promotional: used for any commercial text that we want to bring the attention to.
Sometimes, indicating the tone to be used is advised. This will have a lot to do with:
The objective of the content. If we want it to be informational, formative, commercial, etc. You can indicate if you want to achieve approachability or distance, a personal approach, the use of the right person (write as if it was ‘me’: As I have commented on other occasions...; ‘us’: We are dedicated to content marketing...; impersonal: The latest news will be mentioned briefly...)
Our target audience. For example, the text will not be the same if our target audience is a group of teenagers, legal professionals, sales managers, homemakers, retired people, etc. It is a good idea to ask the editor to use the tone expected by our target audience. Example: ‘since my target audience includes millennials, use language that they would use, like colloquial and approachable expressions’; ‘since my target audience includes professionals, apart from being approachable, the language used must be elegant, with explanatory examples, but not colloquial.’
The type of publication the post is intended for also determines the tone. If it is going to be published on a blog, on a landing page, in a Newsletter, it is a description of a product or service, an e-book, etc. Indicate this so they can keep it in mind. Also indicate it in the field ‘Objective of the content’.