The Power of Tone of Voice in Life Science Marketing – Part 2

Tone of voice is a powerful tool for differentiating your life science offerings. Unfortunately, it is often ignored. In the second in a series on tone of voice in marketing, I introduce a new way of developing a tone of voice, one that can be easily shared across your entire life science marketing team—and beyond.

The Power of Tone of Voice in Life Science Marketing – Part I

In marketing communications, tone of voice is not your content or message, but it is crucial nonetheless. While tone of voice is a powerful tool to differentiate your offerings, it is often ignored. In this first in a series on tone of voice in marketing, I tease apart some of the interesting aspects of tone of voice, reveal a multi-dimensional scale that can be used to classify different tones of voice, and outline one possible system for defining your specific tone of voice.

Your archetype is NOT your persona. (Let’s clarify some marketing terminology.)

Summary: There’s a lot of confusion out there between archetypes and personas. Both hinge on common patterns, but we shouldn’t confuse the two. I’ll explore this topic and shed some light on the different uses of the words Personas and Archetypes. I hold out hope that we can agree on common definitions and avoid some of the confusion that comes from the words’ overuse, misuse and abuse

By |Archetypes, Brand, Branding, Sales|