Why Bother With Tone of Voice? (Especially When You’re in the North East)
Ever been on a website and thought, “Well, that’s not for me”? It’s probably not what they’re selling that puts you off. Nine times out of ten, it’s how they’re saying it. Because when copy sounds like it’s been written by a robot with a posh postcode, it falls flat. That’s where tone of voice comes in. And if you’re running a business in Sunderland, Newcastle or anywhere up here, speaking your own language (with a bit of local flavour) isn’t just smart—it’s powerful stuff.
Why Regional Voice Matters
Let’s be honest, there’s loads of copywriting out there that just doesn’t talk our language. It’s all “driving engagement” and “leveraging solutions”. Thing is, no one in Seaham fancies a pint and a chat about optimising their portfolio.
But when you write like a real North Easterner—with a tone that’s plain, friendly, and canny honest—you’re inviting people in. You sound like someone they can trust with their money, their business, even their dog. And that makes a difference.
Get the Crayons Out: What Does Tone of Voice Really Mean?
Here’s how I break it down. Imagine you’re chatting to a new customer over a cuppa. Do you shout about your “innovative, market-leading solutions”? Or do you say, “Aye, we’re good at this, and if you’re stuck, we’ll sort it”? That’s your tone of voice. When we get the crayons out at NORTHERN, we don’t just sketch logos. We map out how your words sound, how they feel, and how you come across—online and off.
Why Copywriting’s Worth Doing Right in the North East
There are three main reasons local tone works:
1️⃣ Trust. People buy from people. And we’re more likely to trust someone who sounds like us.
2️⃣ Standing out. Most copy is still written for London, not Lumley. If you stand out by writing honestly, you’ll get noticed.
3️⃣ Less faff. Clear, friendly copy makes it easier for folks to decide. No wasted time, no confusion.
Colouring In The Message: Local Words, Global Results
Once we’ve shaped how you want to sound, we colour in the details—using phrases and rhythms that fit your patch. That means swapping “strategic solutions” for “we’ll get it sorted” and “bespoke offerings” for “canny deal”.
So next time you sit down to write, think about who you’re really talking to. Would you say it like that to your mam, your mate, or the fella in Greggs? If not, change it. Good tone of voice meets people where they are—and works anywhere, from Sunderland High Street to a client call in Durham.
Fancy a chat about finding your own voice—or just want to share your favourite North East word? Give us a shout and we’ll get the kettle on.
What’s the one bit of lingo your customers love most?
