Tone matters. Yours should be authoritative, but not boring.

Tone matters. Yours should be authoritative, but not boring.

I read and edit a lot of nonfiction content — business books, blog posts, advice, and so on. Poor choices in tone often undermine authors’ credibility. Your tone should be expert and authoritative, but not dull. What is tone? Tone is the way in which an author’s prose choices communicate the author’s relationship with the…