How would one go about designing a linguistic tone in copywriting?

1. What is tone in copywriting?
2. How do you decide what tone of voice to write in?

What is tone in copywriting?

Tone of voice is the way your message comes across to your reader. In verbal speech, this is communicated through pitch and inflection. In copywriting, you portray emotion with word choice, punctuation, and style of font. This is what elicits a response from your readers.

How do you decide what tone of voice to write in?

Your tone of voice is how you connect and engage with your audience. The best way to do that is to align it with your brand values and mission as well as with your audience's voice. Once you have an idea of what it should look like, match your tone of voice to the content format you're using to communicate.