In literature a voice is often defined as an author’s individual writing style. You may hear discussion about use of syntax, diction, punctuation; and in literature, character development and dialogue. But what does all that mean?
Before we get on talk about the use of voice in corporate or commercial writing, lets’ discuss its use in literature to make it clear what we mean.
Many of us have come across an historical novel say where the language and dialogue seem out of place. Maybe the author employs 21st century street slang in Victorian London or ancient Rome. This use of language can jar the reader and distract them from the narrative. More to the point it undermines the authority of the author. The wrong word can be as out of place as a wristwatch on a gladiator.
What one wants to find is a style of writing that suits the place and time of the subject. It need not be accurate, in the case of historical fiction anyway, but it needs to comfortable. Ideally the reader should not even notice the voice of the piece at all.
So what about the use of voice in commercial non-fiction?
Most organisations have a house style, which may or may not include notions of the tone that may be used. But few, in my experience, have ever addressed themselves to voice. That is the tone of the company wants to take.
Is it chatty and friendly, is it authoritative and academic, or somewhere in between?
A voice that is too informal may come across as not being serious, or as having no respect for the reader or the subject. On the other hand, a piece that is too dour and takes itself too seriously may be impenetrable or boring even.
There are at least two things to consider here.
First and foremost we must consider the target audience. Are they employees, or customers, technically minded or casual readers? On the whole voice is more important in longer pieces of text because the author expects the reader to invest more of their time in the work and wants them to stay with it. For their part the reader wants to be informed in a way that feels inclusive and not alienating.
This brings us to the second consideration. The nature of the subject will often dictate the style of voice that is appropriate. A technical manual will be concise and to the point; usually stripped of all distracting softening of the text. Whereas a newsletter that seeks to engage the casual customer or employee may be lighter and conversational in tone.
Maybe you have never considered your own voice when writing before. Be assured you have one. Perhaps you might take time to think about it and shape it.
I could say more but duty calls.