Your business has a tone.
If you’re in the funeral home business,
your tone is likely somber.
If you’re in the fast food business,
your tone is likely lighter.
My tone for one of my pen names is light.
This pen name writes fun romances
(no angst for her).
She makes jokes.
She gives readers happy endings.
I attended an event last weekend
under this pen name.
Although it was billed as a light, fun party,
the other writers were dark and angsty.
My tone didn’t match the event.
I sold very few books
and
I irritated the other writers.
Match marketing opportunities to your business’ tone.
A funeral home director likely shouldn’t promote
at a 4th of July celebration.
A fast food restaurant likely shouldn’t promote
at a memorial.