Style/tone is the attitude a writer presents to the reader, it creates either a positive or negative response to the reader, about the content. It is how the writer says something to the reader and not what the writer says to the reader.
The tone in any writing should be accurate for the reader to feel that information given is justifiable and credible. Any reader loses faith with information from any particular source which is not accurate. Tone should also be objective; the reader needs to understand the goal of any writing hence the writer must convey it in the writing, bearing in mind that the goal is the reader's and not the writer's. The writer should also write from the reader's point of view and information provided must be credible to them.
Consistency must be borne in mind when a writer is developing style in their content. It is important for the writer to use one term for one meaning all through the written content to avoid confusing the reader. Consistency ensures that readers understand the context of the content easily, hence moving quickly through the work; not many readers have the time to brainstorm, therefore the writer should save them the task.
A writer should be precise at all times, by choosing words with a clear meaning, easy for the reader to understand. It is prudent for the writer to omit unnecessary words, for instance, phrases should be replaced by single words. Contractions like, couldn't, don't, won't etc add rhythm to writing, however, the writer must use them appropriately and in the right context and they are never used with proper nouns.
Information should be given in the right manner, readers should get the details about something clearly. The writer must give enough information about whatever they talk about; a reader will put more importance to a thing the writer has described in detail. Writers should however be careful with the descriptors they use since the writer develops impressions about the subject the writer describes, from how the writer has done it.
The active voice emphasizes the person or the thing doing the action,the writer should therefore use it compared to the passive voice which can be confusing and which in most cases sounds informal. Writers must decide on the point of view to use in the content, for instance,the first person or the third person;the first person gives the reader the impression of one person and their view, the third person gives an account of an observer, who may show the thoughts for more than one character.
The tense to be used in any writing must be defined, whether it is the present, the past or future tenses. The tense of the content directs the reader to discover the tone / style of the writer. Slang and technical words must be eliminated for the reader to understand easily what the content is all about. The writer may however use them in situations where these words can't be substituted.
Every word in the content the writer presents must count; many readers just scan the text and it is important for them to get necessary information, early enough. Writers should use concise words and sentences to put their ideas across, very long sentences confuse the reader especially when they can't get the idea quickly.