Analyzing your audience and the purpose of your message is the key to successful business writing. As well as helping you decide what content and how much detail to include, it helps you apply the right tone in your writing.

Tone refers to the style or manner of expression you use, in your speech or writing. Just like in a conversation, the tone you use in your writing affects the way a reader interprets and responds to your message.

In a conversation, you can gauge the reader's immediate reaction and change your tone accordingly. But once you've committed words to paper, you won't have a chance to do this. So it's doubly important to choose the right tone in your written messages.

And the tone you choose in your writing should be guided by who you want to read the material, why you want them to, and what reaction you hope to get.

Using the appropriate tone will

• prevent you from alienating the reader – If you use a tone that's too casual, you may cause offense. Similarly, using a tone that's too formal with teammates could appear "high-handed" and unfriendly.
• positively influence the reader's attitude – Using the right tone can help set the mood and form the attitude of your reader. This makes it more likely you'll get the desired response to your message.
• help the reader connect with your message – By using the right tone and choosing your words carefully, you can help readers "hear your voice." You can make them feel more connected to what you are writing about.

Choosing the appropriate tone

In all business writing, you should strive for an overall tone that is confident, conversational, positive, and courteous. This applies no matter who you're addressing.

Confident tone

A confident tone conveys your authority and helps assure the reader your message is important enough to warrant attention.

To use a confident tone, you should avoid qualifying your message with phrases such as "I think," "in my opinion," and "if you agree." Instead you should use words like "will" and "can," and state everything as a matter of fact. Also avoid undermining the importance of your message by using phrases like "I know you are busy but..." or "Although we're a relatively new company..." These convey insecurity.

Conversational tone

The norms for business communication have changed. Where highly formal, stilted wording was often used in the past, a more conversational tone is now preferred. This involves using natural-sounding wording similar to that used in everyday speech. For example, include contractions like "I'm" or "we've," and avoid highly formal language or dense jargon.

Positive tone

To maintain a positive tone, you should avoid expressions like "cannot" or "unable to." Instead, focus on the benefits of a message for the reader and on company strengths.

Courteous tone

A courteous tone is polite and respectful. It does not lecture the reader, state obvious truths, or use language that suggests that the reader is at fault or unreasonable. It's important that the way you write does not offend the reader.

Instinctively, most people adjust the way they speak depending on their relationships to those they're addressing. It's important to do this in your business writing also.

As well as keeping your tone appropriate overall, you should adjust your tone based on the reader's role. Generally, the role of the reader will determine whether your tone should be formal l, informal, economical and direct, or authoritative.

Formal

A formal tone is appropriate when you're writing to anyone outside your organization, such as clients, customers, vendors, or the public. Formal doesn't mean stuffy though. You should use conversational language but follow more formal protocols.

You should also remember to avoid using organizational jargon. Instead, stick to commonly understood words you know your reader will be familiar with.

Informal

An informal tone is suitable for communicating with coworkers and peers. It assumes familiarity and involves writing simply, without overly long sentences or technical terms. It also involves using devices like contractions to make text read more naturally.

However, note that it's never appropriate to use slang or too casual a tone in a business context. You also shouldn't assume a tone that's too familiar just because you're above someone else in an organization's hierarchy.

Economical and direct

Using a tone that's economical and direct is most appropriate for managers, executives, and those at higher levels of an organization. These individuals are often pressed for time and appreciate writing that gets to the point quickly and concisely.

Executives also tend to focus on bottom-line information, so it's best to avoid unnecessary or overly technical details. Instead, start by making the benefits of reading your messages clear. Use straightforward language and cover critical information first.

Authoritative

It's appropriate to use an authoritative tone when you need to instruct or reprimand your subordinates. This type of tone involves using concise language to make instructions or requirements clear. Although your wording should be simple, it will lack the "friendliness" of more casual correspondence.

This doesn't mean you should always use this tone with subordinates though. Using the imperative and sounding too high-handed could cause offense and resentment. It's better to reserve this for when it's really important to exert your authority.

Although business writing is generally becoming more informal and straightforward, you still need to use your judgment to find the right tone. Ultimately, the best approach is to put yourself in your readers' place and consider the message from their viewpoint.

It's important to use the appropriate tone in business correspondence.

Your overall tone should always be confident, conversational, positive, and courteous. But you also need to adapt your tone based on the role of the reader you're addressing.

Typically, a formal tone is appropriate for people outside your organization. It's appropriate to use an informal tone for colleagues and peers, an economical and direct tone for senior managers, and an authoritative tone for instructing or reprimanding subordinates.