Tone

Consider your feelings as you read these two examples of correspondence about an unpaid invoice.

"You have not paid your invoice. This is a very serious matter! You must pay it immediately.”
"Perhaps you have overlooked this outstanding amount owing, or perhaps your payment has gone astray. In any case, please contact us immediately to confirm or arrange payment.”

The tone of the first example suggests that the writer feels you have deliberately not paid your invoice. The tone of the second example suggests that the non-payment is an error. In this situation, a polite and understanding tone is more likely to be effective than a rude, demanding one. Tone evokes a reaction from the reader; finding the appropriate tone is a question of putting yourself in the reader's position.

Tone is partly determined by style and diction (choice of words). You considered tone indirectly when we discussed long-winded, indirect and overly formal writing; think about the likely reaction from the reader to long-windedness, and the different reactions evoked by passive voice and active voice. Overly formal language may seem condescending to some readers. Writing that is too chatty or careless, on the other hand, might suggest that you do not respect the reader.

Even a well-written document may not be well received if your readers take offense or feel threatened or belittled. Effective writing communicates your message without prompting feelings of insecurity or defensive reactions in your readers. You must be aware of the possibilities pitfalls, and decide on an appropriate tone for each document you write.