Tone of Voice in Marketing: Why It Matters More Than You Think (Especially in Charleston, SC)

jenny
Apr 24
4 min read

Because how you say it matters just as much as what you say.

You’ve probably heard the term “tone of voice” thrown around in marketing circles. Sounds fancy, right? Maybe even a little soft.

But here’s the truth: your tone of voice is one of the most powerful tools you've got.

Think of it like this — two contractors can say, “We’ll get the job done,” but one sounds like a robot and the other sounds like a guy you'd actually trust with your project.

That second one? He’s nailed his tone of voice.

And guess what? You already have one. You just might not be using it intentionally.

So What Is Tone of Voice, Really?

It’s the personality behind your messaging. How you sound when people read your emails, website, or social posts.

It tells potential customers:

Who you are
How you operate
And what kind of experience they can expect working with you

If you’re in a competitive market like Charleston, SC, your tone of voice might be the only thing setting you apart.

At Gritty Gal Marketing, our tone is bold, direct, and full of grit — because that’s what our clients are. We’re wing-eating, beer-drinking, boots-on-the-ground kinda gals who know how to speak your language.

When we write for you, the goal isn’t to sound “nice.” It’s to sound real — like the business owner who shows up, does the work, and gets it done right.

That’s our tone of voice. But when we work with clients, we meet them where they are.

We adapt to your voice — or help you find one that actually fits.

Because good marketing should sound like you, not like us.

How Tone of Voice Impacts Marketing in Charleston, SC

Marketing in Charleston, SC isn’t just about looking polished. It’s about feeling real.

Here’s why voice matters:

It builds trust before someone even picks up the phone
It helps you attract the right kind of customer (and repel the wrong ones)
It makes you memorable — because most of your competition still sounds like a brochure

A Real Example

We recently met with a potential client about helping him with his marketing. While reviewing his website, everything looked fine — professional, polished, clean.

But here’s the thing…it gave off the vibe that he was a contractor in a suit, spending more time in boardrooms than on jobsites.

Then we actually met him — and he was the real deal. Down-to-earth. In the field every day. Proud of the work, not the flash.

The problem? His website didn’t sound like him. It sounded like what someone thought a contractor should say, not how he actually talks.

We walked him through how we’d rewrite it to match his voice — clear, grounded, and built for the clients he wants to attract.

The kind of tone that builds trust before anyone ever picks up the phone.

Ask Yourself:

If someone read your site out loud, would it sound like you?
Do your Instagram captions match how you talk to customers on the job?
Are you using the same tone across your emails, proposals, and posts? If not, it’s time to tighten it up.

How to Nail Your Brand Voice (Without Overthinking It)

Start small:

Read your homepage out loud — does it sound like a human?
Look at your reviews. What words do people keep using? Build from those.
How do you want people to feel when they interact with your business?
Choose 3 adjectives. How should your brand sound? (Ex: direct, approachable, no-nonsense)

Our favorite exercise?Think about how your brand would show up off the page.

Ask yourself:

If your brand were a song, what would it be?
If your brand had a mascot, what would it look like?
If your brand walked into a room, what would people notice first?

When we branded Gritty Gal Marketing, these were my answers:

🎶 Katy Perry’s “Roar”

💪 The “We Can Do It” woman — with sleeves rolled up and a don’t-mess-with-me attitude

That energy? It shaped everything — from our website voice to how we write for clients.

Need Help With This? You’re Not Alone

At Gritty Gal Marketing, we help businesses with marketing in Charleston, SC find their voice — and use it to attract the right people.

Whether we’re rewriting your website, improving your SEO, or creating content that actually sounds like you, we make sure your message sticks.

And the best part? We make the process painless — heck, you might even have fun.

Most of the time, our clients don’t even realize we’re figuring out their tone of voice — they just think we’re asking a few questions.

But behind the scenes, we’re pulling the threads that turn into clear, confident messaging that sounds just like you — because it is.

The Bottom Line?

Good marketing isn’t about saying more.

It’s about saying the right things in the right way — so people actually listen.

Your business deserves more than copy-paste marketing.

Let’s build a voice that actually sounds like you.

Book a call — we’ll take it from there.