Serious tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
Microsoft employs a serious and authoritative tone in its communications, underscoring its commitment to innovation and industry leadership.
What is a Serious tone of voice?
A serious tone of voice conveys dedication and authority, emphasising the gravity and importance of the message.
Startups often use a serious tone to establish trust, demonstrate expertise and underscore their commitment to providing meaningful solutions.
Key features
Clear communication: Straightforward delivery without comedic distractions.
Focused narratives: Concentrated topics, delivering messages with gravity.
Measured vocabulary: Words chosen for their precise meaning and impact.
Minimalist design: Avoids flamboyant graphics or visuals that could detract from the content's message.
Deliberate flow: Guides the reader step-by-step, ensuring comprehension.
Characteristics
Authoritative: Positions the brand as knowledgeable and insightful.
Thought-provoking: Encourages deeper thinking and reflection.
Trustworthy: Builds confidence through a no-nonsense approach.
Suitability
Startups in industries like research, analytics or areas requiring deep reflection and thought might choose a serious tone. It communicates their dedication to delivering meaningful and significant insights.
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Examples of a Serious tone of voice
Let's look at some examples of companies that use a serious of voice (click the images to zoom in!)
Apple
Apple's website exemplifies a serious tone of voice. Their messaging is clear and direct, leaving no room for misinterpretation.
Each service or offer, from the “3% Daily Cash back” to the trade-in program, is presented with precision, emphasising the core benefit.
This straightforward approach is complemented by their choice of measured vocabulary, ensuring that every word conveys its intended message without exaggeration.
Apple's copy not only provides information in a no-nonsense manner but also builds trust. By emphasising benefits like “interest‑free” options or eco-friendly trade-ins, Apple showcases its dedication to both user benefits and environmental responsibility.
This serious and trust-building tone ensures readers grasp the gravity and reliability of Apple's services.
We’ve classified Apple as an Earnest Ally (CSRE).
Stripe
Stripe's website provides a textbook example of a serious tone of voice.
Their content speaks directly, without fluff, focusing on how their services can help businesses.
By choosing words like “professional services team,” “expert integration guidance,” and “certified partners,” Stripe positions itself as an authoritative figure in its industry.
The content flows deliberately from broad services to specific benefits, all backed up by real-world evidence in the form of a case study.
This no-nonsense approach emphasises Stripe's commitment to reliability and expertise, ensuring readers grasp the gravity and importance of their offerings.
We’ve classified Stripe as a Pragmatic Rebel (CSIM).
Wealthfront
Wealthfront exemplifies the serious tone of voice in its clear and direct communication about its Automated Bond Portfolio.
The platform avoids flashy distractions, instead opting for precise vocabulary like “diversified” and “personalized for optimal tax savings” to establish trust and expertise.
The copy focuses solely on key details, guiding readers through the unique advantages of their offering.
The overarching tone reassures potential investors, emphasising Wealthfront's commitment to offering meaningful solutions with a sense of authority and trustworthiness.
This serious tone is particularly apt for a financial institution aiming to convey reliability and expertise.
We’ve classified Wealthfront as a Steadfast Analyst (CSRM).
Serious tone of voice profiles
Profiles that have a Serious tone of voice include:
The eight tones of voice
Learn the differences between other tones of voice:
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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