How the Way You Talk Wins (or Loses) You Customers

Why Your Business Sounds Like a Robot (And Why It’s Costing You Money) - Updated for 2026

I know what you're thinking - another 'update your content' article. But stick with me. Since we first wrote this, I've seen the landscape shift significantly. I’ve sat down with hundreds of business owners across Brisbane—from electricians in Coorparoo to accounting firms in the CBD, and even specialty retailers in Fortitude Valley. Most of them still have the same core problem, but it's now amplified by an even more discerning, digitally-savvy customer base.

They spend thousands on a shiny new ute wrap, a stunning website, or even sophisticated AI tools, but the moment a customer reads their content, gets an email, or sees a social media post, the "vibe" is all wrong. It's like they've invested in a Ferrari but are driving it like a learner.

Either their brand voice sounds like a stiff, boring textbook, or it sounds like a teenager who can’t be bothered – or worse, like an AI that hasn't quite nailed human nuance. Both of these extremes kill sales. In today's crowded market, where trust is at an all-time premium, an inconsistent or unappealing tone of voice is a silent killer of conversions.

If you want to win better jobs, attract premium clients, and stand out from the noise, you must fix how your business speaks. This isn’t about "branding" in some artsy-fartsy way; it’s a fundamental business strategy. It’s about making sure that when a high-paying customer lands on your page, they don't just see a service – they think, "These guys get me, they know their stuff, and I trust them to solve my problem."

What is "Tone of Voice" Anyway? (Beyond the Jargon)

Forget the marketing jargon. Tone of voice is simply how you sound to your customers across all your communications, whether written or spoken. It's the personality and emotion conveyed through your words.

Think about it this way: You wouldn’t show up to a quote for a multi-million dollar renovation wearing thongs and a singlet, right? And you wouldn’t talk to a local homeowner about a leaky tap like you’re reading a legal contract. You adapt how you speak based on who you’re talking to, what the situation is, and what outcome you want.

Setting a clear "tone of voice" just means intentionally making sure your website, your Google Business Profile posts, your social media ads, your emails, and even your phone scripts all sound like the best, most effective version of your business, every single time. When you get this right, you stop looking like an amateur and start winning the kind of work that actually puts serious money in the bank. And frankly, it makes your team's job easier too, because they have clear guidelines.

The Nuance of Tone vs. Voice

Side note: this used to be a point of confusion, but it's worth clarifying now. Your voice is consistent – it's your brand's personality DNA. Your tone is adaptable – it changes based on the situation. For example, your brand voice might be 'friendly and expert', but your tone might be 'empathetic' when addressing a complaint, or 'urgent' when discussing an emergency service. Both are crucial, and both need to be defined.

The Real Cost of Getting It Wrong (It's More Than Just Lost Sales)

I still see business owners in Queensland wasting thousands of dollars on ads that don't work. They blame Google or Facebook algorithm changes. But often, the fundamental problem is still the message itself – or rather, the feeling the message conveys.

If your website sounds cold and corporate, full of generic stock photos and buzzwords, but you’re a genuine, family-run plumbing business known for your friendly service, people won't trust you. They’ll unconsciously assume you’re a massive, impersonal franchise that’s going to overcharge them. That disconnect is jarring.

On the flip side, if you’re trying to land big commercial contracts for a specialised engineering service, but your website has spelling errors, uses overly casual language, and sounds unprofessional, those big clients will run a mile. They'll question your competence and attention to detail before they even consider your quote. You are sending mixed signals to customers and it’s making them go to your more articulate competitors instead.

New Insight: Beyond just lost sales, a poor tone of voice can also lead to: Higher customer service costs: Misunderstandings due to unclear communication. Difficulty attracting talent: Top employees want to work for professional, well-articulated brands. Negative online reviews: Frustrated customers often cite communication issues. Wasted marketing spend: Every dollar spent driving traffic to poorly worded content is effectively thrown away.

Step 1: Who Are You Really Talking To? (Beyond Demographics)

Before you write a single word, you need to know who is reading it. And not just their age or postcode. We're talking about their psychographics – their fears, aspirations, values, and current emotional state. This has become even more critical in an age of personalised content.

If you’re a landscaper in Ascot, you’re talking to people who value quality, punctuality, bespoke design, and a premium finish. They don't want the "cheapest price" – a common mistake I see businesses make. They want an investment in their lifestyle and property value. Your tone should be polished, confident, knowledgeable, and perhaps a little aspirational.

If you’re a 24/7 emergency locksmith, your customer is stressed, vulnerable, and probably standing on their porch at 2 AM with their kids. They don't want a long-winded story about your history. They want fast, reliable, calm reassurance, and a clear path to resolution. Their emotional state dictates your tone.

Ask yourself (and your team, for a broader perspective): 1. What is my customer truly worried about right now? (e.g., losing money, safety, inconvenience, looking bad, missing an opportunity) 2. What do they want to hear to feel safe, confident, or relieved enough to hire me? (e.g., expertise, empathy, speed, trustworthiness, value for money) 3. Are they looking for a bargain, a specialist, an innovator, or a reliable partner? 4. What questions do they have before they even know to ask them? (Anticipate their needs and address them proactively).

Step 2: Choose Your Business Personality (And Stick To It!)

You can't be everything to everyone. If you try to sound "professional" but also "hilariously funny" and "cheap" but also "high-end luxury," you’ll just sound confused and inauthentic. This lack of clarity is a major turn-off for modern consumers. Pick three to five core adjectives that describe how you want people to feel when they interact with your brand's communication.

For most Brisbane tradies and small businesses, especially those aiming for quality work and reliable clients, I still strongly recommend aiming for: Expert, Reliable, and Approachable. We've seen this combination consistently resonate well in the Aussie market.

Expert: You know more than the customer. You provide genuine value, offer insights, and educate, rather than just taking orders. You're the authority they need. Reliable: You show up when you say you will. You do what you say you'll do. Your communication is consistent, clear, and dependable. No flaky responses or vague promises. Approachable: You’re a real person (or a business run by real people). You don't use big words just to sound smart. You're easy to talk to, friendly, and relatable – think less corporate, more neighbourly, but still professional.

Practical Tip: Once you have these words, create a simple matrix. For each word, list what it is and what it is not. Expert is: Insightful, knowledgeable, problem-solving. Expert is not: Arrogant, condescending, overly technical jargon. Approachable is: Friendly, clear, empathetic. Approachable is not: Sloppy, overly casual, unprofessional.

This is perhaps the biggest mistake I still see, and it's worsened by the rise of readily available AI writing tools. Small business owners think that to be taken seriously, they need to use big words, long sentences, and vague corporate buzzphrases. Or they let AI write their content without a strong brand voice brief, resulting in generic, uninspiring copy.

People buy from people. Or, more accurately, people buy from businesses that sound like people. When you write like a human, with genuine personality and clarity, you build trust faster. Trust is what makes people pick up the phone, fill out that form, or hit 'buy'. If your website is hard to read, confusing, or sounds like it was written by a bot, people will leave. If it’s clear, honest, and truly addresses their needs, they’ll stay. This is how you fix your business image without spending a fortune on a new logo.

New Development: Be wary of relying solely on AI for content creation without a deep understanding of your brand's voice. AI is a fantastic tool for efficiency, but it needs specific guidance to sound like you, not a generic internet entity. Prompt your AI with your chosen adjectives (e.g., "Write this email in a tone that is expert, reliable, and approachable, specifically for a Brisbane-based homeowner.") and always, always review and inject your human touch.

Example Rules (tailored for a Brisbane-based service business): We don't use overly casual slang or jargon: No "G'day mate" or "No wuckas" in formal communications, but a friendly "How's it going?" on social media is fine. We are friendly but professional and clear. Avoid industry-specific jargon unless you explain it simply. We use "You" more than "We": Instead of saying "We have 20 years experience," say "You get the benefit of our 20 years experience, ensuring a smooth project." Focus on the customer's benefit, not just your features. We are direct and transparent: If a job will take three days, we tell them it takes three days and why. We don't sugarcoat problems; we present solutions clearly. Honesty builds trust. We talk about results and benefits, not just features: We don't just say "we install air conditioning systems." We say "we design and install efficient air conditioning to keep your family cool and comfortable all summer, reducing your energy bills." We use active voice: "We completed the project" is stronger than "The project was completed by us." This makes your communication more dynamic and confident. We keep sentences concise: Aim for clarity over complexity. If you can say it in fewer words, do it. This aids readability across all devices. We always proofread: Spelling and grammar errors immediately undermine credibility, regardless of how good your message is. Use tools, but also get a second pair of human eyes.

How Long Until This Makes You Money? (The ROI of Authenticity)

Fixing your tone of voice isn't like flicking a light switch. It requires a bit of an audit and a conscious effort to update your existing content across your website, social media profiles, email templates, and even internal scripts.

However, I’ve seen Brisbane businesses implementing these changes and seeing a measurable increase in qualified phone calls and online enquiries within a few weeks, sometimes even a week. Why? Because suddenly, the people visiting their site actually feel like the business understands them, speaks their language, and offers a trustworthy solution.

Consider this: if you spend $1,000 on ads, a strong, consistent, and appealing tone of voice might double or even triple the conversion rate of those ads (i.e., the number of people who actually call you from those ads). That’s a massive return on investment, far outweighing the initial effort. It makes every other marketing dollar you spend work harder.

What Should You Do First? (Actionable Steps for Today)

Don't get overwhelmed. Start small, focus on the highest-impact areas first:

1. Read your website's homepage and key service pages out loud. If you stumble over words, it sounds unnatural, or it sounds like something you’d never actually say to a customer’s face, change it. Ask a colleague or even a trusted customer to do the same. 2. Check your standard email templates and common replies. Are you being too blunt? Too vague? Too formal? Make sure your replies sound helpful, professional, and consistent with your chosen personality. 3. Update your Google Business Profile description and recent posts. This is often the first interaction a local customer has with you. Ensure it reflects your desired tone. 4. Review your "About Us" page. Stop talking about your "mission statement" (unless it's genuinely unique and compelling) and start talking about how you help your customers, what problems you solve, and what makes you different from their perspective.

Is This a Waste of Time for My Brisbane Business?

If you have more high-quality work than you can handle, you’re consistently attracting your ideal clients, and you’re making more profit than you know what to do with, then yes, ignore this. You've probably already nailed your communication.

But if you’re tired of competing solely on price, or you’re sick of getting "tyre kicker" enquiries that go nowhere, or you feel like your marketing efforts aren't quite hitting the mark, then your tone of voice is likely a significant part of the problem. You aren't attracting the right people because you don't sound like the right business for them.

At Local Marketing Group, we help Brisbane business owners stop guessing and start growing. We don't care about vanity metrics or awards – we care about your phone ringing with the right kind of enquiries, and your bottom line improving. We understand the local market and what resonates with Queenslanders.

If you want a hand getting your business to sound like a market leader, truly connect with your audience, and attract those high-value jobs, let's have a chat. We’ll look at what you’re doing now and tell you straight what needs to change to get more jobs.

Ready to refine your voice and grow your business in 2026? Contact Local Marketing Group today.