How these choices create an impression of expertise and importance to the brand.

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Here, Tiffany uses long sentences, complex expressions, and ornate words to create a sense of solemnity.

Take, for example, the choice to use a phrase like "the diamonds and gemstones that he and his gemologists procured." They could have instead chosen a simpler alternative like "the diamonds and gemstones that they found."


Tip : If you want to write in a more formal tone , pay close attention to your nicaragua email list grammar. Also consider using more complex sentences and expressions and choosing more sophisticated words.

Conversely, here's an example from the website of Steven Singer Jewelers in Philadelphia:

A screenshot of the brand story from Steven Singer Jewelers, which uses informal language to emphasize comfort and relatability, targeted primarily toward men who might not be comfortable at a more formal jewelry store.
Known for his irreverent “I Hate Steven Singer” advertising campaign, Steven Singer’s marketing often targets men who wouldn’t normally feel comfortable in a high-end jewelry store.

This is reflected in the brand history page. Here you can find informal words and phrases like "some guys were frying burgers" and "average guy." This allows them to emphasize their relatability while maintaining their credibility .

Tip : To write in a more informal style , try to use simpler, more colloquial sentences and expressions . Simpler, everyday vocabulary and even slang can also help.

Respectful vs. Irreverent Tone
The second dimension you can use to evaluate tone is the level of respect.

A respectful tone is basically one that is not flippant. It is usually not something that stands out, rather, it quietly influences the way you create your content .