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A distinctive tone of voice can be difficult to achieve but when it’s done right it can literally win or lose you customers.

I noticed a great example of a unique, friendly tone of voice when I signed up to alerts from  DailyCandy the other day.

Being up front about sending sponsor emails with the cheeky line ‘Think you’re the only one with bills to pay?’ is very clever and raises a smile from the reader. Touches like ‘You’re one of us now’ and ‘Welcome aboard’ give the impression you’re part of an exclusive club, while describing the practice of selling on email addresses as ‘lame’ shows DailyCandy is in touch with the way its target audience speaks.

If you’d like to know more about getting your brand’s tone of voice right, make sure you catch our ceo Catherine Toole’s tutorial on Brand Tone of Voice Online at The Victoria Park Plaza, London on 18 May for Usability Week

Catherine will also lead a tutorial on Customer Care Content as User Experience on 17 May.

Posted by Claire Bussey to brand building, jakob nielsen, online copywriting, Tone of voice, Usability Week 2010, Web writing