The traditional five senses are sight, hearing, touch, smell, taste. Further receptories may come into play when calculating how to best enter a conversation.
Never omit the obvious, an old school copywriter rule suggests, hence I chose an obvious factor determining over success or failure of our communication efforts:


The tone of voice that carries through the conversation. Be it by means of how our inner voice translates what we get to read.


1. Voice

Hello World. In March 2007, Craig Bryant posted about how rewarding his customer experience with CD Baby was. The tone of voice and how CD Baby crafts its e-mail messages made all the difference to him.


Find the email sample here.


So yes. I have been wanting to shout Derek Sivers’ (founder of CD Baby) ¬†name at anyone mentioning customer relationship management. Would you agree that the tone of voice should have a higher priority in today’s communication?


The tone of voice is omnipresent throughout all means of how we communicate today. Voice is the common denominator across all media (classic marketing, mobile marketing, digital marketing).


  1. Idea
  2. A good story that can be told in few sentences over the phone let’s us get our hands around the idea
  3. The (tone of) voice in which the story is told


Focus on all three when your next advertising account comes through the door with a communication issue. Make sure each part of the equation just sounds right.


Evaluate each of the three for relevance: 1) Social relevance 2) Seasonal and/or local relevance 3) Make it sound just right



Glen Hansard introducing the song ‘Happiness’ during a concert by The Swell Season.


How well you tone your voice will not only get you heard but listened to.