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In the mood

October 22nd 2010

Deborah Stuttard

Deborah (Debs) Stuttard is a senior account manager at Marketecture. She comes from an in-house background as a marketing manager, so is ideally placed to understand and address the day-to-day client frustratons and challenges. A former politics graduate she is often found ranting on all things political. Sorry about that!

Last week I was on honeymoon in New York City, followed by a cruise round the beautiful New England. I say this not to try and make you jealous (well not only to make you jealous), but because while there, the importance of tone of voice struck a chord.

While in NYC, we decided to embrace the full on tourist experience with a bus tour of Uptown New York. Our tour guide was a quintessential New Yorker. Grumpy, sarcastic and rude. Not only about everything around him, but also to us, his paying customers. He criticised our sense of dress, attacked our choice of movies and basically insulted us from Times Square to the Bronx and back again.

We loved him.

It was exactly what you’d expect a resident New Yorker to say about tourists to his city, and so, of course, added to the whole experience.

Fast forward a few days to our cruise, and had anyone dared to speak to us in such a manner, stern words would have been had. Every member of staff greeted us with a smile and a good morning/afternoon/evening. Anyone who had served us one drink, remembered our name for the rest of the trip, and on a ship of over 3,000 passengers, that’s rather impressive. We were spoken to with care, attention and respect.

We loved that too.

What’s apparent is that when it comes to tone of voice, it’s not only about knowing your audience, but applying it to the appropriate situation. In the B2B world this is more important than ever. Especially with an ever increasing number of communication channels available to the B2B marketer.

We all know the old adage of know your audience, and we all know that different communication channels demand a different tone of voice, but it’s just as important to match the message to the mood.