Tone

Why it matters

Tone is the second-biggest dial you have. The Brand Soul carries the identity; tone carries the surface energy. Same review, same customer, same brand soul, change the tone and the reply reads like the same business in a different mood. If customers ever say “that didn’t sound like us,” tone is probably the reason.

Picking the right one

We ship five presets so you don’t have to think in adjectives:

• Professional: confident, composed, credible. The safe default.
• Warm & Approachable: genuine, human, personable. Feels like a real person who cares.
• Concise & Direct: short, no padding. Two to four sentences and out.
• Friendly & Casual: relaxed, upbeat, conversational. Neighborhood-shop feel.
• Formal & Authoritative: polished, measured, credentialed. For practices where trust and credentials carry weight.

Pro and higher can layer a custom tone on top to dial in details the presets can’t capture.

Quick guide

If customers expect…	Pick
Quiet competence, no exclamation marks	Professional
To feel cared for by a real person	Warm & Approachable
Short, no-filler responses	Concise & Direct
A neighborhood-shop vibe	Friendly & Casual
Credentials and gravitas (law, medical, financial)	Formal & Authoritative

When you sit between two, pick the more reserved option. It’s much easier to warm a tone up with a custom directive than to walk a too-casual tone back after a customer complains.

Common mistakes

• “Friendly & Casual” for a regulated industry. A dental practice opening a reply with “Hey!” reads as unserious. Formal or Professional fits regulated work.
• “Concise & Direct” when you want detail. Caps most replies at four sentences. Reviewers who wrote long detailed reviews may feel brushed off.
• Switching tones weekly. Customers reading multiple replies on your profile notice. Pick one and stick with it for at least a quarter.

See it in action

Sample review

M

Marcus

They got me in same day and fixed the leak in under an hour. Will definitely use again.

Tone: Professional (default)

Thank you for taking the time to share your experience, Marcus. We are pleased we could resolve the leak quickly and look forward to assisting you again in the future.

Tone: Friendly & Casual

Thanks so much, Marcus! Glad we could get to that leak fast, those things never wait until Monday morning, do they? See you next time something pops up.

Same review, same other settings. The only difference is the tone preset.