Briefle words · Writing & copy
Tone
The attitude a piece of writing conveys, such as warm, formal, playful or urgent, adjusted to the situation through word choice and rhythm.
Say it to an AI
SMS to a patient whose 9:30 AM cleaning tomorrow is cancelled because the dentist is sick. Tone: calm, sincere and human, not upbeat: a plain apology, acknowledge the short notice, then two reply-to-book options. No emojis or exclamation marks; under 300 characters.
How an expert would brief the stronger version of “Appointment cancellation text”.
See it
Try it as a puzzle →A dental clinic texts a patient the afternoon before that her appointment tomorrow is cancelled.
Why: A's tone is breezy ('Quick update', 'No worries though', '😊'); B's is sorry and steady ('we're sorry', 'We know this is short notice').
More ways experts use it
Draft a reply to Sam, whose birthday-gift order from our two-person candle shop is 5 days late. Tone: warm, genuinely sorry, first person from the owner, no corporate boilerplate like 'any inconvenience'. Offer to chase the courier and send a free express replacement if it's not there by Friday.
Customer apology reply · Prompt craftEmail from a solicitor to a recently bereaved client: probate has been granted and he needs to sign the estate accounts. Formal register, calm and respectful tone, no exclamation marks or emoji. Give the news first, then the one ask, and offer a visit or a posted copy.
Probate update email · Writing & copy
Related words
Room 1 · Essentials
Learn “Tone” in a five-minute lesson