Tone and voice are your copy's heartbeats. Finding the correct mix is critical for scientists: authoritative but approachable, exact but entertaining. A constant tone guarantees that your research is clear and authoritative, while voice makes it memorable, translating complex ideas into fascinating narratives that motivate action.

I make sure to keep things simple and clear, using a friendly tone that makes complex ideas easier to understand, while still being accurate and true to the science.

- Explain that tone and voice shape how the audience perceives and connects with the content. - Use relatable examples: compare the tone of a scientific journal article to that of a popular science blog. - Emphasize that the right tone can make complex ideas more accessible and engaging. - Highlight how tone influences trust and credibility, especially in science communication. - Show how a consistent voice reinforces brand identity and professionalism. - Suggest testing different tones and analyzing audience reactions to find what resonates best.

This is basically "selling" the idea of "selling" to non-marketers and non-sales people. So I guess the best way is to tap into the "psychology" route and use that angle to try to "explain" the importance of tone and voice to create a stronger sales message.

Think of tone and voice like the variables in an experiment. Just as you control for variables to ensure accurate results, tone and voice help control how your message is received. Tone is the attitude or emotion behind your words, while voice is the unique personality or character that shines through. By carefully selecting tone and voice, you can engage your audience, convey complex ideas simply, and ultimately drive your desired outcome