The language in this example may seem fairly neutral at first.

[kexej28769@nongnue]

You can emphasize respect by showing your consideration for the reader or customer, or by emphasizing your core values.

Here's an example from Harry's Razors:


The respect in their tone is evident in the things they choose to emphasize in their nigerian email list copy: a sense of fairness (“every man deserves a quality shave at a fair price”), their guiding principles , and their belief in customer feedback .

Overall, in a relatively short number of characters, they make it clear that respect for their customers is a major priority.

On the contrary, here's how Dollar Shave Club describes itself:

tone in writing examples - Dollar Shave Club
While Dollar Shave Club emphasizes customer feedback, quality and service, the company's brand description is much more irreverent than Harry's.

They swear, use informal but enthusiastic terms like “awesome,” and even mention their office dog. This creates the impression that they are fun, familiar, and “different” from other brands .

Humorous vs. serious tone
The third dimension of tone is humor. Is your preferred writing style playful and fun, or are you more down-to-earth and serious?

Humor can draw people in . It shows that you don't take yourself too seriously and helps your audience feel comfortable, connected, and positive about your brand. That's what makes it such a powerful (and popular) advertising technique.