Enthusiastic tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
Virgin Atlantic, the dynamic airline championed by Richard Branson, exudes an enthusiastic tone in its communications, capturing the spirit of adventure and the joy of travel.
What is an Enthusiastic tone of voice?
An enthusiastic tone of voice embodies the spirit of excitement, passion and a genuine love for what the startup represents or offers.
Startups often use an enthusiastic tone to instantly connect with audiences who are looking for something fresh and invigorating.
It’s particularly effective for companies breaking into new markets, launching innovative products or targeting younger demographics.
Key features
Energetic language: Words and phrases that evoke excitement, inspiration and zeal.
Use of emotive punctuation: Adding exclamation marks to highlight passion, within reason.
Highlighting benefits: Emphasizing the positive aspects and advantages.
Success stories: Sharing real-world examples of impact and positive outcomes.
Optimistic outlook: Maintaining a hopeful and confident tone.
Inclusive approach: Inviting the audience to be a part of the journey.
Celebratory nature: Recognising and cheering for milestones and achievements.
Characteristics
Invigorating: Infuses energy and motivation into the reader.
Inspiring: Encourages the audience to take action or get involved.
Genuine: Appears authentic in its passion and zeal.
Suitability
Startups that are breaking into a new market, launching a unique product or targeting a younger demographic often adopt an enthusiastic tone. It’s all about getting the audience as excited about the venture as they are.
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Examples of an Enthusiastic tone of voice
Let's look at some examples of companies that use an enthusiastic tone of voice (click the images to zoom in!)
Moneybox
Moneybox’s website is a great example of an enthusiastic tone of voice.
Phrases like “achieve more with your money over the long term” and “Ready to turn your money into something greater?” radiate excitement and possibility.
The use of the word “Plus” adds a layer of additional excitement, emphasising the benefits of the Moneybox Stocks & Shares ISA.
The mention of “Join more than 1 million customers today!” taps into the celebratory nature and success stories characteristic of an enthusiastic tone, making the reader feel like they're about to join a thriving, happy community.
Moneybox uses an enthusiastic tone to invite potential customers to be a part of an exciting financial journey.
We’ve classified Moneybox as an Earnest Ally (CSRE).
Nintendo
Nintendo exudes an enthusiastic tone of voice across its website.
Phrases like “Where everyone comes to play!” and “your very own Warp Pipe into the Mushroom Kingdom and beyond!” are energetic and invigorating, designed to evoke a sense of excitement and adventure.
The copy also uses emotive punctuation, such as exclamation marks, to highlight its passion for gaming.
Inclusive phrases like “Whether you're a long-time fan or you're just getting started, Nintendo NY has something for you!” make the reader feel welcomed and invited to be part of the Nintendo community.
The text is full of celebratory language and optimistic outlooks, such as “Don't worry Mario, because your Princess is in THIS castle,” which not only nods to the gaming culture but also fosters a sense of celebration and triumph.
The copy is genuine in its enthusiasm, using language that resonates with the brand's iconic and playful nature while inviting fans to join in the fun.
We’ve classified Nintendo as a Spirited Diplomat (CFRE).
Virgin Atlantic
Virgin Atlantic utilises an enthusiastic tone of voice across much of its copy.
The opening “Just landed” sets the tone for something fresh and exciting.
Phrases like “Get ready to say hello to four incredible new routes you'll want to add immediately to your wander list” and “Rise and shine in Dubai, go full colour in Bengaluru” are filled with energetic language, aimed to instil excitement and a sense of adventure in the reader.
The use of phrases like “it's back!” and “say olá to São Paulo - coming soon...” add a sense of urgency and anticipation, while the word “incredible” emphasises the positive aspects of the new routes.
The copy aims to inspire action, encouraging readers to consider these new destinations for their travel plans. It taps into the aspirational elements of travel, using language that's invigorating and optimistic.
Virgin Atlantic uses copy that’s optimistic and vibrant, highlighting benefits that characterise an enthusiastic tone of voice.
We’ve classified Virgin Atlantic as a Charming Ambassador (FFRE).
Enthusiastic tone of voice profiles
Profiles that have an Enthusiastic tone of voice include:
The eight tones of voice
Learn the differences between other tones of voice:
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups and small businesses. I’ve led content teams and have developed multiple brand guidelines.
Countless times I’ve grappled and dealt with the common thread that unites all new companies: the challenge of building trust with a new audience.
A consistent writing style can help build trust, but many businesses don’t have a style guide in place.
I created CopyStyleGuide.com to help.
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