Intonation in oral speech is something without which it is impossible to imagine an exact transfer of thought: it’s not even the essence that without the necessary intonational coloration you cannot ask a question in Russian (in the Russian language not one member of the sentence has a strictly fixed location in when making a statement, the predicate can be put in front of the subject, or vice versa, etc.), the point is that without the emotional coloring that the intonation tells the phrase, the listeners simply “turn off” and cease to attentively perceive the information. Remember the most boring lecturer from his student life. Did he speak in an expressionless voice, with a monotonous intonation that put the audience to sleep? And what did he say? Maybe very smart and important things? But you do not remember. And this is not your fault. It's all about the lack of expression, which intonation diversity reports.
And it works with no less effectiveness in writing. Yes, intonation (now all writing people are well aware of what is at stake) is one of the fundamental expressive means of constructing a statement. Take the correct intonation - and the text will go like clockwork.
Intonation in the text is the rhythm of the author's speech, "musical", if you will, a combination of its individual segments, emphasizing with the help of the arrangement of members in the sentence of a semantic stress on a certain word or a whole phrase; it is a way to convey an emotional message; This is the author's style; This is, finally, the general impression that the reader gives from the text.
How is intonation transmitted in writing? A selection of precise, with a certain stylistic coloring of words and the construction of sentences, which determines the rhythm of the author's speech. We will talk about what emotional messages the intonation can communicate to the text, and what intonation to take to hook the audience.
Several common types of intonation in content marketing
Trustee. You are with your audience on an equal footing: share with her stories, interesting facts, tell her useful information, referring to her as an ally and friend. For confidential intonation is characterized by the manifestation of emotions. But an important nuance is that the author is better not to focus on his personal feelings, but to look for that emotional coloring of the message that appeals to the audience. In other words, even if some fact causes indignation from you personally, think before you show this feeling, can it cause the same emotion to your audience? You and readers are on the same wavelength. Keep this in mind if you want to give birth to trust in them.
Expressive. This is exactly the case when your personal feelings can and should manifest. Expressive intonation is characterized by "strong" words, a sharp, even "broken" rhythm, conveying the author's emotional attitude towards the subject being described. Expression is appropriate when you want to tell about your experience, about what touched you, touched, shocked, etc. It should be remembered that expression is not interesting in and of itself; first and foremost important is the topic, how much you will be able to interest your readers with it. You write expressively not to shock anyone, but to be understood, to show empathy, so that your readers will not make the same mistakes in the future as you. The main task that you solve with the help of expression, if we talk about it in relation to content marketing, is to use the “strong” means of expression, to hook the audience, make it imbued with your message and - most importantly - eventually give the audience something useful, help . People read not in order to get acquainted with someone's emotions, but to bring out something useful for themselves.
Business Normal people do not come in for an interview to have a row with an employee of the personnel department who interviews them, do not speak with business partners (unless, of course, have already eaten a pound of salt together) on a pure Russian mat. There is an unspoken code that prescribes certain rules of behavior in a given situation. And the ethics of business communication is one of the fad in this code. If your target audience is professionals in a certain niche of the market, then logic dictates that you need to choose a style of communication with it that is businesslike, professional, familiar among this audience. It’s up to you whether or not to follow these norms. I’ll just say that restraint is characteristic of business intonation, but you shouldn’t strive for total absence of emotions, otherwise you will look like the most boring lecturer in your student life, who, perhaps, spoke a lot of clever, but remembered his thoughts to nobody could not. Business intonation is not synonymous with a dry, lifeless presentation of material. Keep this in mind if you want to be interesting to your audience.
Humorous. Anthropologists believe that wit is a sign of high intelligence. If you can make the reader laugh, everything is subject to you. Laughter makes people love the one who causes it. Laughter is a driver that encourages people to share your fun content on the web and come back to your website again and again. With it, you can win not only the minds, but also the hearts of the audience. Use this weapon, it is a win-win.
"Teacher's"one can say otherwise - snobbish. The teacher's tone, attitude to the reader is haughty: the author knows what the representatives of Central Asia do not know (according to his supposition), and emphasizes this (perhaps unwittingly) by various means: irony directed against the uninformed (that is, in fact, against his audience), inappropriate expression that does not cause empathy in the reader, a lot of specific terms that are not familiar to most of the representatives of Central Asia and are not explained in the text, etc. The material, written in this way, is not just not credible, it is, rather, where it will quickly cause the reader to be rejected. You know, after all, in fact, any intelligent person who is a professional in his business always feels a bit "impostor": does he really ask himself if I have the right to teach others, because I don’t always fully understand in global sense what exactly am i doing? Few people admit it, but this is a fact: no one fully understands. If we are to assume the role of a teacher, then the “humane” one, which is on the same wavelength with its audience, does not put itself above it. Be intelligent teachers - maybe it's not fashionable, but it definitely works.
As a summary: it is difficult to imagine bright material without mixing intonations, how impossible it is to imagine a symphony consisting of one theme played by a single musical instrument. In communication, we use a whole range of very different intonations - this is what makes our speech alive. The text requires the same approach - remember intonation diversity.