What tone of voice should I use?

Your tone should be authentically yours and appropriate to context. A fintech startup and a luxury hotel shouldn't sound the same. More importantly, your tone should feel natural-forced casualness is worse than genuine formality.

Consider your audience expectations, brand positioning, and message type. B2B enterprise software? Professional, competent, perhaps warm but not casual. D2C lifestyle brand? Conversational, relatable, possibly playful. Transactional emails? Clear and helpful regardless of brand personality.

The best tone is one you can sustain consistently. If you can't write casual copy naturally, don't force it-readers sense inauthenticity. Develop documented voice guidelines so everyone writing for your brand sounds cohesive. Test tone variations; you might discover your audience responds differently than you assumed. And remember: tone can adapt by context while voice stays consistent.