During the 10+ years we ran a copywriting agency, and one of the most common requests from our clients — when explaining the desired tone for their commissioned texts — was, 'We want it to be warm.'
Through a long process of trial and error, we learned what this somewhat vague requirement actually meant and how to make writing more relatable, comforting, and welcoming.
We also discovered just how important it truly is. In this blog post, you’ll find all you ever wanted to know about the warmth in writing:
- Aspects of style and tone that contribute to warmth or coldness.
- Research on how we perceive warmth through written communication.
- Contexts in which a colder tone is preferable.
- Contexts in which a warm tone is an absolute must.
- Practical tips for mastering a warm tone.
- An automated guide for writing in a warm tone.
What Makes the Tone Warm Or Cold?
Most of us know it when we see it, but that is not a good way to guide someone. So let’s try to dissect and analyze this particular dimension of the tone.
The warmth or coldness of a text depends on factors like word choice, tone, sentence structure, and emotional appeal. Here’s how each aspect contributes to friendliness, empathy, and connection that together create a warm feeling:
Personal & inclusive language – using words like we, you, us makes readers feel involved.
Emotive and sensory words – descriptive language evokes feelings.
Conversational tone – a relaxed, natural flow with contractions (it’s, we’re, don’t).
Positive and encouraging phrasing – words that inspire comfort and encouragement.
Softened demands – a gentle way of making requests or giving instructions.
Cold writing, on the other hand, feels distant, formal, or impersonal. It may include:
Formal or bureaucratic language, complex sentence structures and jargon.
Minimal emotion – lack of expressive or descriptive language.
Impersonal or passive voice – detachment from the reader.
Blunt directness – short, demanding, or authoritative phrasing.
Lack of personal engagement – no use of names, greetings, or small personal touches.
What Does The Science Say?
How do people perceive warmth in written communication? And how does it affect their attitudes and decisions? Several studies have explored this, and here are some key findings:
Research on customer perception of warmth in written communication found that handwritten messages create a stronger sense of connection compared to printed or digital text.
The study suggests that when people see a handwritten note, they instinctively associate it with personal effort, care, and authenticity.
This perception is based on the idea that handwriting requires more time and energy than typing, signalling a genuine intention to engage with the recipient.
This effect aligns with psychological research on "effort heuristic," which suggests that people value things more when they believe extra effort was put into creating them.
Businesses that incorporate handwritten elements — such as thank-you notes, personalized invitations, or even signature-style fonts — can leverage this effect to build customer trust and loyalty.
So, if your industry allows this — consider including some handwriting in your practice! Turns out, a small note can make a big difference.
Another study explored how professionals introduce themselves in text-based communication and how this influences their perceived warmth.
The research found that individuals who highlight their personal journey — including challenges, growth, and experiences — are seen as more relatable and approachable than those who solely list their accomplishments.
This effect is particularly relevant for job applications, LinkedIn bios, or networking emails, where first impressions matter. By balancing achievements with some storytelling and personal insights, professionals can create a sense of humility and authenticity.
For example, instead of saying, "I have 10 years of experience in marketing and have led successful campaigns for Fortune 500 companies," a person could say, "I started my marketing career with a passion for storytelling and, over the years, have had the opportunity to lead campaigns for Fortune 500 companies."
The second version not only showcases expertise but also conveys a human story, making the speaker seem more engaging and warm.
This research suggests that warmth plays a critical role in professional reputation, influencing trust, likeability, and relationship-building.
Yet another study in the Journal of Applied Communication Research examined how scientists can improve public engagement by expressing warmth in their writing.
Scientists are often perceived as highly competent but may struggle to connect emotionally with a non-expert audience.
The research emphasized that people tend to assess warmth before competence when forming impressions, meaning that an approachable tone can significantly improve how scientific messages are received.
Scientists who frame their research with personal anecdotes, relatable language, and human-centered narratives can foster greater trust and engagement.
For example, instead of stating, "This study examines the impact of climate change on marine ecosystems," a warmer approach might be, "As someone who has spent years studying ocean life, I’ve seen firsthand how climate change is reshaping marine ecosystems."
The second version establishes a personal connection while still conveying expertise. The study also found that using inclusive language, such as "we" instead of "I" or "scientists," makes readers feel involved rather than lectured to.
These findings highlight that even in technical or academic writing, warmth can be a powerful tool for building trust and making complex information more accessible.
Yet warm tone is not ideal for all situations. Sometimes, a colder, more impersonal tone may prove more adequate.
When a Colder Tone is More Appropriate
A more distanced, professional, or neutral tone is ideal when clarity, authority, and precision are more important than emotional engagement. It’s often used in:
Legal, Financial, and Compliance Communication
Example: "Your transaction has been processed. Please refer to the attached statement for details."
A factual, neutral tone ensures clarity and avoids misinterpretation. In industries like law, finance, and compliance, communication needs to be precise, clear, and free from ambiguity.
Legal documents or financial statements must present facts without any emotional undertones to avoid confusion or misinterpretation.
This tone is neutral because the information being communicated — such as a financial transaction — requires accuracy and the ability to be referenced for future review.
Any overly personal or emotional language could detract from the professional nature of the communication and potentially undermine its authority.
Accuracy and clear documentation are super important in these fields, as incorrect interpretations can lead to disputes, legal consequences, or financial losses.
B2B (Business-to-Business) or Technical Marketing
Example: "Our enterprise software offers robust data encryption and scalable cloud storage solutions."
It varies in different industries, but in general, business buyers prioritize efficiency, reliability, and data-driven decision-making. In the B2B or technical space, buyers and decision-makers are typically focused on solutions that offer tangible, measurable benefits.
This type of communication prioritizes facts and specifications over emotions. The goal is to convey how a product or service will add value to a business, improve operations, or help achieve objectives.
The language is often more straightforward, focusing on performance metrics, scalability, security, and integration capabilities.
Business buyers are less likely to be swayed by emotional appeals and more by data, functionality, and proven results. Therefore, a more factual, neutral tone is essential for gaining credibility and trust in these industries.
Healthcare and Pharmaceutical Industries
Example: "This medication is clinically tested and approved for managing symptoms of hypertension."
Trust and credibility come from objective, fact-based language. In the healthcare and pharmaceutical industries, communication needs to be highly precise and grounded in scientific evidence.
Patients, doctors, and regulatory bodies rely on factual, neutral information to make informed decisions about treatments and medications. The tone used in these industries avoids any exaggeration or subjective language to ensure that the information is credible and objective.
Trust is a critical factor when it comes to healthcare. A tone that reflects expertise, precision, and factual accuracy helps build that trust, while any emotional or subjective language could jeopardize that credibility.
Additionally, any misleading information could lead to regulatory violations or unsafe practices.
Luxury or High-End Brands (Sometimes)
Example: "Crafted with precision and sophistication, our timepieces embody timeless elegance."
A formal, minimalistic tone conveys exclusivity and prestige. Luxury brands, while still aiming for clear communication, often use a more elevated, refined tone that speaks to the exclusivity and superior quality of their products.
In these industries, the tone is still factual but tends to lean toward conveying a sense of status, quality, and sophistication.
It's less about emotional engagement with the customer and more about positioning the brand as a symbol of prestige and elite craftsmanship. So a little bit of distance is a good thing in this case.
A neutral yet formal tone underscores the brand’s high status. It reflects that the product is not for the average consumer but for those who appreciate fine details and exclusivity.
This helps create an aspirational appeal and reinforces the brand’s elite position in the market. Too casual or overly emotional language could risk diluting the sense of luxury or exclusivity.
In all these examples, the common thread is the need for clear, factual, and precise communication, where the primary goal is to inform, assure, and provide value without relying on emotional appeal.
This neutral tone creates an environment of professionalism, trust, and authority. But what are the cases when neutrality won’t do no good?
When a Warm Tone is a Must
A warm, conversational, and friendly tone is essential when emotional connection and relatability matter. It’s widely used in:
Consumer-Focused Brands, Especially in Lifestyle and Retail
Example: "Say hello to effortless style! Our new summer collection is designed to make you feel amazing — every single day."
Customers are more likely to engage with brands that feel personable and approachable. That is why in consumer-focused industries like lifestyle and retail, the tone is often friendly, energetic, and approachable.
These brands want to connect with their audience on an emotional level by making them feel good about their purchase decisions.
A warm, conversational tone helps humanize the brand and makes it feel less like a corporation and more like a trusted companion. This connection fosters loyalty and builds positive associations with the brand.
In a market where consumers have many choices, creating an emotional bond through relatability and warmth can be the key differentiator. When customers feel like a brand understands and cares about them, they are more likely to engage with it repeatedly.
Hospitality, Travel, and Customer Service
Example: "We can’t wait to welcome you! Let us make your stay unforgettable with personalized service and cozy comforts."
In the hospitality and travel sectors, a warm and friendly tone is critical for making customers feel valued and comfortable.
Whether it's a hotel, resort, or travel service, customers are looking for experiences that make them feel welcome and cared for.
Using a conversational tone helps convey a sense of warmth and reassurance, making customers feel like they are in good hands. It’s all about creating a positive and memorable experience through friendly communication.
Hospitality is built on trust and comfort. A warm tone enhances this experience, making customers more likely to return and recommend the service to others.
The goal is to make the guest feel like they are being personally cared for, which in turn builds loyalty and satisfaction.
Nonprofits and Cause-Driven Marketing
Example: "Every child deserves a bright future. Join us in making a difference—one donation at a time."
Nonprofit organizations thrive on the emotional connections they create with their audiences. A warm, conversational tone helps to humanize the cause and invites people to feel personally invested.
This tone is about creating a sense of shared purpose, and motivating action, whether it’s through donations, volunteerism, or advocacy. The goal is to move the audience emotionally and inspire them to take part in making a difference.
Nonprofits often rely on public support, and a tone that feels personal and heartfelt helps to connect with potential supporters on an emotional level. This connection can drive donations and engagement, which are essential for the organization's success.
Social Media, Email Marketing, and Community Engagement
Example: "Hey there! We’ve got something special just for you—check out this exclusive sneak peek!"
A friendly, casual voice fosters engagement and builds loyalty. On platforms like social media and in email marketing, where communication tends to be more informal and immediate, a conversational tone is key.
It helps brands feel approachable and human, making it easier for consumers to connect and interact with them.
Using a casual, friendly voice creates a sense of belonging and community, encouraging followers or subscribers to engage more actively with posts, share content, or take part in special offers.
Engaging in a more personal and approachable manner makes people feel like they are part of an exclusive group or community.
This helps build stronger relationships and a sense of loyalty, which are important for long-term brand success. Social media thrives on engagement, and a warm tone encourages followers to comment, share, and participate.
Small Businesses and Personal Brands
Example: "Hi, I’m Sarah, and I started this bakery with a simple dream: to share my grandma’s recipes with the world!"
For small businesses and personal brands, the tone often reflects the personality of the founder or team behind the brand. Writitude is a small and personal brand, too, and we use personal greetings and signoffs for our emails exactly for this reason.
Using a warm, friendly voice helps customers feel like they are connecting with a real person rather than a faceless entity.
By sharing personal stories or insights into the brand’s origin or mission, the brand feels more authentic and relatable. This approach makes customers feel valued and like they are supporting someone they can personally connect with.
Small businesses and personal brands thrive on authenticity and personal connections. When a customer feels they are buying from a passionate individual or a close-knit team, they are more likely to feel loyal and engaged.
This warmth can differentiate a small brand from larger, impersonal corporations.
In each of these contexts, the goal of the warm tone is to foster a deeper emotional connection with the audience, encouraging trust, loyalty, and positive engagement.
Finding the Right Balance
But for many brands is it not an either/or. Some brands blend warm and cold tones depending on the context. For instance:
A bank's website may use a formal tone for loan policies but a friendly one in customer support messages.
A tech company might have a precise, technical tone for product specs but a warm, inviting tone in social media content.
Let’s look at some examples of a brand switching between warm and cold tones depending on context and channel of communication.
Formal (cold) tone for terms & conditions / legal communication
"This credit card is subject to approval based on financial eligibility. Interest rates, fees, and other charges apply as outlined in the terms and conditions. Please review the full disclosure before proceeding."
Why? This ensures clarity, professionalism, and legal precision while avoiding emotional persuasion.
Warm tone for a social media ad
"Dreaming of your next adventure? With our travel rewards card, every purchase brings you closer to your dream getaway. Earn miles, enjoy exclusive perks, and start packing!"
Why? Emotional and aspirational language creates excitement and engagement.
Cold tone for a security alert
"Unusual activity has been detected on your account. For your security, we have temporarily restricted access. Please log in and verify your recent transactions."
Why? A neutral and direct tone ensures urgency without causing unnecessary panic.
Warm tone for live chat or an email
"Hi Alex, we totally understand how frustrating this must be! Don’t worry—we’re here to help. We’ve reviewed your account and found a quick solution. Let’s get this sorted together!"
Why? A personal, empathetic approach reassures customers and builds trust.
Cold tone for a press release
"The Bank is pleased to announce its Q4 earnings, reflecting a 15% growth in net revenue. This performance underscores our commitment to financial stability and strategic growth."
Why? A professional and neutral tone appeals to investors and industry professionals.
What are the key takeaways here?
- Cold tone works best in legal, security, and corporate communication.
- Warm tone is ideal for marketing, customer support, and community engagement.
- Blending both helps businesses maintain professionalism while staying approachable.
Can You Be Professional And Warm At The Same Time?
Yes, you can, and for many brands, especially those that operate in industries where both competence and personal connection is highly valued, that is exactly their choice of tone.
To maintain the balance between professionalism and warmth, focus on clear, concise language that is easy to understand, while still conveying expertise.
Polished writing that avoids jargon and corporate buzzwords makes your communication feel professional, while a conversational tone keeps it approachable and engaging.
Personalizing your communication — such as addressing people by name and acknowledging their specific needs — adds warmth without sacrificing professionalism.
Showing empathy through phrases like "I understand" or "We appreciate your patience" enhances your message's human element, creating a more positive interaction.
Maintaining a confident, respectful tone is also key, ensuring that your writing is assertive but not aggressive.
By blending clarity, courtesy, and respect, you can build stronger relationships with your audience while upholding credibility and professionalism.
Let’s see how a bank might do it:
“At [Bank Name], we know that managing your finances requires careful planning and thoughtful decisions. Our team is here to offer clear guidance and practical solutions, tailored to your needs.
Whether you're preparing for the future, considering new investments, or looking for a more efficient way to manage your accounts, we’re available to help. If you have any questions or need assistance, please don’t hesitate to reach out.
We appreciate your trust and look forward to staying in touch.”
This text strikes a balance between professionalism and warmth through several key elements:
Clear and Polished Language: The message uses concise, straightforward language, avoiding jargon or overly complex phrasing.
Phrases like “careful planning” and “thoughtful decisions” convey professionalism while remaining easy to understand.
Personalization and Empathy: The text acknowledges the customer’s potential concerns ("managing your finances requires careful planning") and shows understanding of their needs by offering tailored solutions.
The phrase "we’re available to help" and "please don’t hesitate to reach out" adds a personal, approachable touch, reassuring the reader that assistance is readily available.
Respect and Appreciation: The closing sentence, "We appreciate your trust," demonstrates gratitude and respect, which fosters a warm, customer-focused tone. This gesture makes the reader feel valued, without undermining the professional tone.
Confident yet Friendly Tone: The message is firm in offering assistance ("Our team is here to offer clear guidance and practical solutions"), while remaining friendly and approachable through phrases like "we’re available to help" and "look forward to staying in touch."
By blending clarity, empathy, and respect, this text remains both professional and warm, establishing trust and encouraging ongoing engagement with the reader.
How Writitude Can Help You Build A Warm Tone Of Voice?
As you can see, warmth occurs through rather subtle elements of text. That’s why in such cases we recommend building writing guidelines from scratch.
Go to your Library and click on Create a new guide from scratch. Let’s see, which rules might be the most helpful:
Use Inclusive and Respectful Language
Rules to add to your writing guidelines: Don't use emojis that may be perceived as controversial Don't use skin-coloured emojis Don't use words that may be perceived as ableist Don't use words that may be perceived as ageist Don't use words that may be perceived as homophobic Don't use words that may be perceived as racist Don't use words that may be perceived as unnecessary gendered
Using inclusive and respectful language is essential for maintaining a warm tone because it helps create an environment where all readers feel valued, understood, and comfortable.
When language is inclusive, it avoids alienating or excluding any group of people, making the communication feel welcoming to a wider audience.
By steering clear of terms that could be perceived as gendered, homophobic, ageist, racist, or ableist, you ensure that your message doesn’t unintentionally offend or marginalize anyone.
This fosters a sense of respect and empathy, which are foundational for a warm and positive tone.
Additionally, choosing neutral and culturally sensitive language signals to the reader that you are thoughtful and considerate, helping to build trust and rapport.
Being mindful of these sensitivities also demonstrates that you are aware of diverse perspectives and are committed to creating an inclusive space.
This can make your communication feel more genuine, approachable, and human, which is key to establishing a warm and welcoming tone in any context.
Maintain a Conversational Yet Professional Tone
Rules to add to your writing guidelines: Don't use words or phrases that come across as too ceremonial Limit maximum number of words per sentences Limit maximum number of brackets per sentence Limit maximum number of commas per sentence Don't use words considered very formal
When sentences are clear and natural, it helps the reader feel at ease, as though they are having a comfortable conversation with someone who understands their needs.
Overly formal or rigid phrasing can make the communication sound distant or impersonal, which can create a barrier between you and the reader.
By keeping the tone conversational, you encourage engagement and make the interaction feel more human.
Additionally, using clear, simple language without complex sentence structures ensures that your message is accessible and easy to understand, which is a key part of being warm and approachable.
It shows that you respect the reader's time and make an effort to communicate effectively, without being overwhelming or intimidating.
Avoiding excessively formal language helps keep the communication friendly and welcoming, which is crucial for creating a warm, positive experience.
Keep It Light And Polite
Rules to add to your writing guidelines: Forbid words or phrases that may come across as aggressive Require writing in lighthearted tone Require the use of polite words, forbid blunt demands
Avoiding words that come across as too aggressive or overly assertive helps prevent the tone from sounding harsh or domineering, which could make the reader feel uncomfortable or defensive.
Instead, a confident yet gentle approach conveys authority without being intimidating, making the interaction feel respectful and balanced.
Keeping the tone light-hearted when appropriate adds an element of warmth by making the communication feel more approachable and friendly.
A touch of lightness, humor, or casualness helps the reader feel at ease and fosters a sense of connection.
Using polite words and writing with empathy is crucial for creating a warm tone because it conveys respect, kindness, and attentiveness to the reader's needs.
Polite words like "please," "thank you," and "we appreciate" make the communication feel courteous and considerate, helping the reader feel valued.
When you soften instructions and requests instead of using blunt demands, it makes the message feel more inviting and less authoritative, which encourages a positive interaction and makes the reader feel more at ease.
Control the Use of Marketing Language
Rules to add to your writing guidelines: Don't use marketing cliches Forbid urgent-sounding CTAs
Controlling the use of marketing language is important for maintaining a warm tone because it helps the communication feel more authentic and less manipulative.
When you avoid clichés, you ensure that the message comes across as fresh and genuine rather than relying on overused, impersonal phrases.
This creates a more natural and relatable interaction with the reader, allowing them to feel like they are receiving a personal message rather than a generic sales pitch.
Similarly, avoiding excessive urgency and pushy calls to action (CTAs) helps maintain a friendly and respectful tone. Pushy language like "Act Now!" can create a sense of pressure, which may feel uncomfortable or off-putting to the reader.
By opting for more inviting CTAs you encourage engagement without making the reader feel rushed or manipulated.
Ensure Readability and Flow
Rules to add to your writing guidelines: Vary sentence length Require the use of questions in text Forbid the passive voice
Varying sentence length is because it helps create a natural rhythm, making the writing feel more conversational and dynamic.
Shorter sentences can provide clarity and punch, while longer ones can add depth and detail, making the text flow more like an engaging dialogue.
This variety keeps the reader’s attention and helps the writing feel more natural and less mechanical, contributing to a warmer, more approachable tone.
Using questions to engage the reader encourages interaction and invites them to think or respond, fostering a sense of dialogue rather than just one-sided communication.
Questions can make the text feel more personal and inclusive, making the reader feel involved and valued.
Avoiding passive voice and opting for active, engaging sentences is key because active voice makes the writing feel more direct and personal.
It creates a sense of immediacy and connection with the reader, making the message feel more authentic and friendly.
Passive voice can sometimes sound detached or impersonal, while active voice draws the reader in, enhancing the warmth and engagement of the message.
Structure Messages for Connection
Rules to add to your writing guidelines: Require direct address to the audience Require writing about the company or brand in the first person
Using direct address, such as "you" instead of "the customer," makes the communication feel more personal and conversational. Directly speaking to the reader establishes a sense of connection and involvement, making them feel like the message is specifically for them.
Similarly, when writing on behalf of a company, using first-person ("we") instead of a detached third-person perspective adds warmth by making the communication feel more human and relatable.
It conveys a sense of teamwork and collaboration, showing that there are real people behind the brand who care about the reader's needs.
This personal touch can help build trust and rapport, making the interaction feel less formal and more like a conversation between two parties who understand and respect each other.
Log into Writitude and cultivate your unique approach to warmth in writing!
