# Brand Tone
Your tone is about meeting your readers where they are and how they feel when they come across your writing. You wouldn't tell jokes to someone mourning the death of their partner.

### Tone Questions

* Who is reading this ad?
* Where are they reading it?
* Why are they reading it?
* What is their level of awareness? (unaware, problem aware, solution aware, brand aware, buying)
* What emotions are they experiencing when they read your ad copy or reach out? (This guides how you speak to them)

### Tone Modifiers

Informative/Educational <—> Inspiring/Entertaining

Professional/Clinical <—> Friendly/Approachable

Serious/Formal <—> Whimsical/Funny

We Have it All Figured Out <—> Share Lessons Learned/Mistakes

Nothing But Facts <—> Storytelling/Case Studies

Encouraging <—> Honest

Jargo/Insider Info <—> Clarify/Simplify/Define How to

Authoritarian/Own Truth <—> Humble/Share Credit

Direct/Blunt <—> Gentle

Others?