The Art of Tone -How to write for your favourite publication - Featuring The Sun
- SMARTPHYSIO
- Feb 16
- 4 min read
Having collaborated on thousands of articles across various publications, from The Times to The Sun, I've learned that tone isn't just about word choice—it's the heartbeat of storytelling. Each publication has its own distinct voice, a unique fingerprint that resonates with its specific audience.
Consider how The Times approaches a political story with measured analysis and historical context, while The Sun might capture the same event with punchy headlines and vivid everyday language. Neither approach is superior; they're simply different instruments playing to different audiences.
What makes my journalist friends remarkable is their ability to modulate this tone with precision. It's like being a linguistic chameleon, adapting your voice while maintaining authenticity. When I work with journalists, I'm consistently amazed by their adaptability—how they can craft a complex policy piece in the morning and translate it into accessible human interest by afternoon.
Writing books has further deepened my appreciation for tone's importance. A book's voice must sustain reader engagement across hundreds of pages, not just capture attention in a headline. This extended format has taught me that tone isn't just about style—it's about building trust with your audience.
The humility of great journalists continues to inspire me. Despite their crucial role in shaping public discourse, the best writers I've worked with remain students of their craft, constantly refining their approach. They understand that they're not just conveying information; they're building bridges between complex topics and diverse audiences.
To aspiring writers and journalists, I would say this: study the publications you admire. Notice how they modulate their tone for different stories. Pay attention to how The Guardian's environmental coverage differs from The Telegraph's, not just in perspective but in how they connect with their readers.
I feel immensely privileged to have worked alongside such talented communicators. In an era of information overload, their ability to find the right tone—to make complex stories accessible while maintaining depth—is more valuable than ever.
The next time you read an article, look beyond the facts to feel its tone. That carefully chosen voice is the result of years of expertise, countless revisions, and and deep understanding of who's reading on the other end. It's what transforms information into understanding, and news into stories that resonate.
To illustrate the point, her are a bunch of articles that I am mentioned in The Sun
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