Connect with your Agri Audience by Establishing your Tone of Voice

By Andy Venables
10th September 2019

How to Connect with your Agri Audience by Establishing your Tone of Voice

Getting your product or service in front of your target audience is harder than ever. Whether it’s an innovative product to support farmers in the field or a home-grown range of tasty treats for the general public, it’s tough to get the attention of those potential customers.

First you need to find out who they are and where you can reach them.

Next you need to make sure you’re saying the right things to them, communicating the right message and sharing the right content.

And then, perhaps most importantly, you need to make sure you’re talking to them in a way they understand – in a way that they can identify with.

Because if your audience don’t understand what you’re saying, if your communication doesn’t resonate with them, then you won’t connect with them and all your other efforts will be wasted.

If they don’t get you, they won’t buy from you.

And that’s why you need a solid tone of voice.

What is tone of voice?

Simply put your tone of voice is not what you say, but how you say it.

It’s not about the way you pitch your voice when talking to potential customers. It’s about the style and tone of every single piece of your marketing. It’s about communicating who you are as a brand, and how you understand your audience.

Your tone of voice is what helps you connect with your audience, by engaging them in a way that’s consistent, memorable and distinctly you.

It’s what makes Jack Daniels and their storytelling tone of voice stand out. Or why Ronseal and their direct, straight talking tone of voice is so unforgettable.

You might say your tone of voice is professional. Or friendly. Or perhaps it’s fun. Or maybe it’s blunt? This is your tone of voice at its most basic.

  1. We are an agricultural business providing services for you
  2. Our agri-business is here to help you any way we can
  3. We can’t wait to get stuck in with our brilliant agricultural toolkit!
  4. You need help. You need our agricultural services.

Already you can see how saying the same thing in a professional, a friendly, a fun or a blunt way can make it sound different.

Why is it important?

This is just the tip of the iceberg when it comes to your tone of voice. Because being professional or friendly isn’t enough to set your business and brand apart from others in your industry. A strong and clearly defined tone of voice is.

That’s why a tone of voice is so important. It helps you stand out from your competitors. It gives you focus and defines your brand, so that when your customers see, read or hear anything from you, they know exactly who it is.

For example, you could be like every other life insurance company, talking carefully and neutrally about what to do to ensure your loved ones are cared for, and how it’s sensible to take out life insurance. Or you could be like Dead Happy, who invite you to make a deathwish and honestly talk about what happens when you die.

They immediately stand out from everyone else.

At Hillsgreen, we could have been like every other marketing agency and business consultancy firm, talking about how we’ll strategise your future, deliver unrivalled ROI and combine bespoke insight with unparalleled expertise to boost your potential for growth.

Instead, we keep things simple and straightforward, telling you we’ll do everything we can – whatever it takes – to help your business grow.

Why? Because we know those working in the rural industry haven’t got time for buzzwords and corporate speak! We know our tone of voice needs to speak the language our potential customers speak.

And that’s why tone of voice is so important for connecting with your agri-audience.  

How do I find my tone of voice?

Finding your tone of voice can be difficult, especially if you don’t know where to start.

You’ll need to think carefully about your audience as well as focusing on your own brand. Who are you as a business? How do you want to speak to potential customers? Is that what they want to hear?

Fortunately, we can help you find your tone of voice and connect with your agri-audience.

We run interactive tone of voice workshops that help you and your team figure out exactly what your tone of voice should be. It gives you a clearly defined tone of voice at the end, and the focus you need to use it across your marketing. 

Want to find out more about tone of voice and our workshops? Come along to our rural roundtable on Wednesday 2nd October or get in touch with us here.


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