The Power Of Tone: The Crucial Role Of Voice In Effective iGaming Marketing Copy

In today’s saturated marketing landscape, conveying an impactful message is hard. It is even tougher for brands in spaces like iGaming, which are subject to ever-changing, and often suffocating regulations. But, while content, imagery, and design are massively important, there is one crucial aspect that is often overlooked. Yet, it is immensely influential, and getting it right can transform a business. I am talking about tone of voice in marketing copy.

A brand's tone of voice is akin to its personality—it shapes perceptions, establishes connections, and influences consumer behaviour. In this article, I will delve into the significance of using the correct tone of voice in marketing copy, explore its psychological impact, and look at real-world examples and best practices.

The Psychological Impact of Tone

We are all deeply attuned to the impact of tone, whether we realise it or not. Every day our perceptions and resulting decisions are shaped by it. From our social interactions with others, to how we formulate our political viewpoints - everything is affected by tone. Whether it be the written word, or sound, tone of voice works in the same way.

One of the easiest ways to appreciate the power of tone of voice is to think about radio commercials. Back in the late 1990s, I was living in the United States - Arizona, in the desert southwest to be precise. Being English, I was struck by how many radio commercials had English-accented voiceovers. And, I mean English as in ‘posh English’ - not the gritty Peaky Blinders tone I was ‘blessed’ with at the time. Back then I found it amusing, but now it is clear that the tone of voice helped build trust and authority with unsuspecting American listeners. No doubt, the same happens everywhere, with various different languages and accents.

Another very obvious example of the psychological impact of tone is the world of movies and television. Certain tones and accents help make characters likable, or dislikable. In fact, the moment a character says their first line, we make all kinds of judgements about them, based not only on what they are saying but on how they say it - in terms of the specific choice of words, the inflexions of their voice, and their natural tone and accent. In fact, the power of tone of voice is such that it can even be used to make us know someone is ‘bad’ but a the same time still ‘like’ them - think of the typical supervillain (who will also probably have a ‘proper’ English accent).

Of course, the power of tone of voice is massively important to the perception of brands. And, when it comes to brand perception, it must be appreciated that we are not just talking about the tone actively created by a business or sector, but also any countervailing tone being created by other forces, directed to a business or sector. This is especially true for brands operating in somewhat controversial spaces like online gambling. For example, iGaming companies should be aware that the tone they are actively building will exist in the same world as the often very negative tone the mainstream media uses when covering it.

But, let’s take a deeper look at how tone works when it comes to marketing copy. Tone of voice is more than just words; it's a bridge connecting brands with their target audience. Psychologically, it taps into emotions, triggering specific reactions and building deeper relationships. According to psychology professor Albert Mehrabian's communication model, 7% of communication is verbal, 38% is vocal (including tone of voice), and 55% is nonverbal (body language). This emphasises the potent role tone plays in conveying intent and emotion.

While a failure to recognise the importance and power of tone of voice is common across all sectors, I believe it is particularly acute in the iGaming industry. Indeed, I discussed some possible reasons for the sector’s substandard marketing in a recent blog post titled Self-Sabotage: The iGaming Industry’s Content Quality Problem. I will refrain from rehashing them here and instead, look at some examples of how brands from other sectors have successfully harnessed the power of tone of voice.

Patagonia: Building Trust

A consistent tone of voice can establish trust by making a brand more relatable and authentic. A study by the Cohn & Wolfe agency found that 87% of global consumers felt it was important for brands to "act with integrity at all times." Using a trustworthy and sincere tone helps in aligning a brand's communication with these expectations. For instance, Patagonia's commitment to environmental sustainability is reflected not just in its products but also in its marketing copy. The brand's tone is one of advocacy and passion, striking a chord with eco-conscious consumers who value authenticity.

Apple: Creating Emotional Connections

Humans are emotional creatures, and emotions heavily influence purchasing decisions. A brand's tone can evoke emotions that resonate with its audience, fostering strong connections. Apple, for instance, is renowned for its minimalist and sleek approach, reflected in its marketing copy's elegant and aspirational tone. This tone consistently appeals to consumers' desire for sophistication and innovation, contributing to Apple's loyal customer base. Of course, Apple’s approach also puts some people off - with many seeing the brand as pretentious. But, this just illustrates how you do not need to please everyone to be incredibly successful.

Dollar Shave Club: Standing Out

In the noisy world of advertising, a distinctive tone of voice can be a differentiator. Consider the Dollar Shave Club, which disrupted the shaving industry with its irreverent and humorous marketing approach. By adopting a tone that was unconventional and relatable, the brand captured attention and stood out in a market saturated with bland, traditional messages.

Nike: Empowering

Nike's "Just Do It" campaign is a prime example of a consistent and impactful tone. The brand's tone is motivational, empowering individuals to overcome obstacles and embrace challenges. This resonates strongly with athletes and anyone striving for personal growth. By using a tone that communicates determination and resilience, Nike has successfully positioned itself as a catalyst for change.

Old Spice: Humorous

Old Spice's "The Man Your Man Could Smell Like" campaign revolutionised the brand's image. The campaign's humorous and tongue-in-cheek tone, combined with its over-the-top scenarios, garnered attention from a younger audience. By embracing a playful tone, Old Spice reinvigorated its brand, showing that even well-established products can be rebranded through a change in tone.

Best Practices for Tone of Voice in Marketing Copy

Know Your Audience: Understanding your target audience's preferences, values, and pain points is essential. A luxury brand catering to high-end clients will likely employ a sophisticated and aspirational tone, whereas a tech startup targeting millennials might opt for a more casual and relatable tone.

Of course, in the increasingly data-driven iGaming sector, there’s no shortage of information about customers. In fact, due to sophisticated SEO departments and stringent KYC requirements, you could argue gambling companies know more about their audience than most. However, employing aspirational tones is challenging in many regulated markets due to specific gambling advertising rules. This is why it is so important for iGaming businesses to hire skilled copywriters and content writers, who actually understand the industry, its constraints, and of course, its audience.

Align with Brand Identity: Your tone of voice should align with your brand's identity and values. A socially responsible brand advocating for sustainability should employ a tone that reflects commitment and passion for the cause, just as Ben & Jerry's does in its marketing efforts.

Consistency is Key: A consistent tone of voice across all communication channels—social media, advertisements, website content—establishes coherence and builds a recognisable brand identity. This consistency reinforces the emotional connection you're striving to create.

This is why it is critically important to ensure your business has a clear and detailed tone of voice and brand guide. Too many iGaming businesses are relying on individual copywriters or marketing team members to develop these ‘on the fly’ with no real overarching strategy or support. This is not only grossly unfair to those workers who get landed with such a huge responsibility (when considering their likely salaries) but also incredibly irresponsible in terms of business.

The tone of voice is a fundamental aspect of any business. It can literally make or break a brand. It can either catalyse a great product or service, acting as a force multiplier for investments made in other areas like SEO and paid advertising, or it can work against a business, subtly but constantly undermining everyone and everything. As such, it should be considered a core part of business marketing strategy and developed accordingly. At the end of the day, if a copywriter or marketing manager leaves a company, the tone of voice should be so ingrained in the brand, that it will not be affected by changes in the marketing team.

Stay Relevant: Tone isn't static; it should evolve with changing trends, cultural shifts, and societal expectations. Brands need to stay current to remain relatable and engaging to their audience.

Flexibility: While consistency is important, adaptability is equally crucial. Different situations might require a nuanced tone. For instance, an empathetic and reassuring tone might be necessary when addressing customer complaints.

Conclusion: Tone of Voice Presents an Opportunity for iGaming Marketers

In the realm of marketing, a brand's tone of voice is an often overlooked influencer that wields considerable power. It can forge connections, evoke emotions, and motivate action. As illustrated by examples like Nike and Old Spice, the right tone can be a game-changer, elevating brands to new heights. To harness this power, marketers must understand their audience, align their tone with brand identity, and remain adaptable to changing dynamics.

However, there is no denying that the iGaming industry is lagging far behind others when it comes to tone of voice in branding and marketing. As I have previously explained, this is probably due to the very specific way the industry evolved - somewhat in the shadows, and in geographically small bubbles (in terms of where the companies are based - not in terms of the gambling market). No doubt the fact that, in the early years of online gambling, the relative lack of competition, lack of audience sophistication, and lack of regulation, also meant that attracting customers was not all that hard - just focus on SEO and shout about big fat bonuses and free spins, and Bob’s your uncle.

But, the world of online gaming has changed almost beyond recognition. Now, it is incredibly saturated and the consumer is much more sophisticated - meaning it is much more difficult to get their attention. Furthermore, effective SEO is increasingly challenging (and set to be severely disrupted by the AI revolution), and many of the old marketing tricks are now banned in major markets.

In this reality, building authenticity, trust, and emotional connections are more important than ever. This is true whether talking about affiliate marketers trying to convince players to sign up for an online casino, or a sportsbook platform provider looking to sign high-value business deals. The bottom line is, mastering the art of tone in marketing copy is no longer an option—it's a necessity.