Wednesday, November 19, 2014

Content Strategy: Mind the tone

When it comes to offering solutions in the form of an online marketplace, we need to realize, that the voice and the tone of your product is: of paramount importance. We need to put a structure in place to identify the relationships between tone of the product and the ambition of the customer.

This can be simplified by a simple example. As a patient when I walk inside a doctor's cabin, I could be anyone of the following patient types

1) Those who are aware of what they want, are sure of the treatment they are receiving and their primary concern probably is the cost and the insurance issues involved. I would like the doctor to be able to suggest me honestly the various options available and give me a feeling that he is my well-wisher when it comes out to designing the most cost effective plan.

I want him to be a co-traveler in this discussion journey, a friend.

A complex listing page of Amazon with 15,000 products and a precise price filter is an example.

2) I am a patient who is unwell, unsure about what's going on. I want the doctor here to be confident about telling me what I should be doing, narrow down the options which I have.
Here, I want him to be the GUIDE of my journey. I want him to tell me what I want.

iPhone is an example. These products taught us what WE want.

Customer's purpose needs to be identified clearly, this shall then drive the content on the page.

Are you speaking in the right tone?


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