Any decent writer will tell you that tone means everything when it comes to content. At its simplest, tone refers to the way you use certain words when communicating. It’s not much different from your tone of voice, where even subtle inflections change the way your message is perceived.
Your writing voice characterizes what you say, and your tone conveys how you say it. Examples of tone include:
- Formal
- Informal
- Cheerful
- Serious
- Funny
- Sad
- Sarcastic
- Optimistic
- Pessimistic
You don’t have to be an author to have a specific tone or voice. Everybody who has ever dashed off an email, sent a text, or submitted a Yelp review has expressed themselves through tone without even realizing it. People often complain that words don’t accurately reflect tone (one reason why emojis are so popular), but this simply isn’t true. The words you use carry a lot of meaning, so it’s important to choose them carefully…especially during times of crisis.
The current pandemic is an excellent example. We’re in uncharted territory now, and people are experiencing a wide variety of emotions, ranging from fear and sadness to anger. If you’re a business owner communicating to the public, you need to exercise caution to ensure you convey the proper tone during this situation: you need to be supportive while remaining sensitive to the situation. With this in mind, we’ve created a list of words and phrases to avoid during the COVID-19 crisis…and some better substitutes.
Choose Your Words Carefully
Instead of…
Keeping silent,
Try…
Coming up with a statement to reassure your customers.
Instead of…
Repeating the same information that has already been posted elsewhere (such as the Center for Disease Control’s website),
Try…
Personalizing your message instead. By now, we are all well aware of the importance of hand washing and social distancing. Talk about specific actions your company is taking rather than regurgitating broad guidelines. “Here’s what we are doing” is a great way to reassure others and positions you as a leader ready to take action.
Instead of…
Using generalities like “We’re moving quickly,”
Try…
“We’re meeting as a group on Tuesday to formulate a contingency plan and will share the information with you on Wednesday.” Avoid adverbs and adjectives as much as possible, which are too non-specific to be meaningful.
Instead of…
“Terrified,”
Try…
“Concerned.” It’s important to avoid strong “feeling” words that can exacerbate worries. We’re all scared; there’s no need to remind others and risk making their fear worse.
Instead of…
“Devastated”
Try…
“Hopeful.” This way you’re turning a negative into a positive. Nobody wants to see businesses close down, but focus on how they will rebound once life returns to normal.
Instead of…
“Always” or “Never,”
Try…
“Often” or “Not at this moment.” Stick to the facts and steer clear of absolutes.
Instead of…
“Collapsing,”
Try…
“Momentarily paused.” Be as non-specific as possible; industries aren’t “collapsing” just because they have temporarily ceased operations.
Instead of…
“Fine,”
Try…
“We’ll work hard to restore normalcy.” While saying “everything will be fine” seems like a good attempt to be reassuring, it comes across as dismissive and naive. The word “fine” is open to many interpretations, and nobody is a mind reader. Yes, in all likelihood, we will recover from this and the economy will rebound. But saying as much sounds like an empty promise at the moment.
In Summary
When communicating with customers, be factual and as specific as possible. Avoid hyperbole and exaggerations and steer clear of emotionally charged “feeling” words. Refrain from using the following words when talking about the coronavirus: always, never, everything, nothing, impossible, devastated, collapsing, terrified, and deadly.
By remaining calm and striving for a reassuring yet sympathetic tone, you’ll prevent your customers from overreacting negatively…and when the crisis is over, they’ll remember your strong leadership stance.
