Confession time... I was a very sassy child! My stepmom's typical response to my sass was: "Don't use that tone with me, young lady!" I learned quickly that minding my tone was essential to get my desired results.
I couldn't just run my mouth on default mode if I wanted to connect with her.
It's kind of like that in business as well. We use words to reach our ideal customers in the hope of motivating them to act (desired results).
However, if we are not purposeful in our word choice, those words won't accomplish what we had hoped. The tricky thing is that our vocal tone can change depending on how we feel on any given day, but we don't want our brand tone to follow suit.
Because...
Establishing and maintaining a consistent brand tone throughout your copywriting is the key to standing out from the crowd and being recognized repeatedly by your ideal customer.
So how do you establish this voice? Let's call it voice lessons!
Firstly, a good honest look at your website and other copy to see if it is consistent in tone and style are essential. A third party is probably best for this because we are often too familiar with our own copywriting to 'hear it' objectively. Is your copywriting and overall tone what you need them to be? Are you using the language that your ideal customer would recognize and understand?
Here are some tips for you to consider:
Take time to evaluate who you are as a service provider. What are your values, purpose, vision, and mission?
Identify how you do and do not want to sound. i.e., Is your brand tone humorous or authoritative? Quirky, fun, straightforward, serious, or factual?
Familiarize yourself with your competitors' brand voice. How can you set yourself apart from them?
Learn about your target audience. What language do you need to use to connect with them while maintaining the integrity of your brand?
Whatever you do, don't leave your business brand voice on default!
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