Tone of voice analysis: Method

How does Method make cleaning products less boring?
By taking brand language right the way to the list of ingredients.

 

Follow the Blackad blog in your favourite RSS reader

How do you bring a seemingly mundane product to life? Enter Method: a company that’s taken cleaning products from dull necessity to playful whimsy with their bold proposition, colourful packaging and unmistakable brand language. The trick? The products and the copy match: clean, non-toxic, and happy.

Style and tone

The Method tone of voice treads a line between playful and no-nonsense. Their product descriptions are balanced and informative, and they all come down to two simple facts: these products work well, and smell nice. Here’s that surface cleaner we mentioned:

Method multi-surface cleaner brand language sample

Maybe the first thing you notice is the capital letters have been stripped out, and they use ‘+’ rather than ‘and’ or ‘&’. You might be scandalised by these stylistic choices, but they certainly make you pay attention. They give the copy a clean, uniform look – the typography is as smooth as a freshly wiped worktop.

METHOD IN the message

They make the main points clear: the product uses green technology, it’s non-toxic, and it works. Secondary details like biodegradability follow, and the paragraph ends in playful fashion.

With the no-nonsense stuff out of the way, they’ve spritzed the copy with a little playful whimsy. The combination of scents isn’t just a mix, it’s ‘an enchanting medley’. And there’s more – it’s a medley of lavender, bergamot and chamomile that’ll transport you, in true Proustian fashion, into the countryside, sunshine, and your wildest cleaning fantasies. Steady on.

Consistency counts

Going by the consistent tone of voice across their website and pack copy, Method don’t take things too seriously, but their products mean business. In this one example, the company is perfectly aware that it’s a big leap from cleaning your kitchen to frolicking in the French hills, but it works because it captures the idea of easy transformation – and who doesn’t feel better for having a sparkly kitchen?

What’s in a product description? It is the essence of your brand. Method have nailed it here, garlanding their central message – that it works, and it smells good – with neat and knowing humour. For truly successful copy, then, you need to take your brand language right into to the depths of your product – even, in Method’s case, to the impenetrable abyss of non-ionic surfacants (take a look at how they demystify ingredients in the 'what's in it' section of the product page).

When the tone of voice becomes the foundation of everything you write, your brand starts to speak for itself.

Did you spot the irony?

Yes, we’ve called them 'Method', even though they prefer 'method' when they render the brand name in body copy. Our reasoning? This is our site, which follows our style guide – not theirs.

Get Training to write for the web

Had enough of reading articles and want some proper training? Book one of our public or private web copywriting courses, in Glasgow and London. Or ask us to write your web copy for you.

Commenting is not available in this channel entry.

    Comments

    Loved it? Hated it? Haunted by ennui?

    Be the first to add your comment.