You’ve probably heard the term “writing voice”. What does that mean? What does the voice of your business have to do with your sales?
Just like you, your business will have a unique personality. It could be the same as your own personality… but maybe not. But before we can figure out what the voice of your business even sounds like, let’s explore the concept in a bit more detail.
Bring Out the Voice of Your Business
If writing is ice cream, then “the voice” is the flavor in your scoop. You may be slurping on mellow vanilla, while I’m over here crunching Rocky Road. Sure, we’re both having a cold and creamy treat, but our waffle cones are packing two entirely different tastes. So it is with the “voice” that carries your message in writing.
Another way to say this: the voice is the personality that comes across by way of your written message. When you set pen to paper or get those keys clicking, what comes out is your own voice or chosen style of expression.
The words and intonation you choose may be very different than what I’d use. That’s the variance in the voice. You must nab this in your copywriting if you want to impress people!
Voice of Your Business: Questions to Ask
The voice of your brand serves as a mirror for your target audience to peer into, and subconsciously recognizes themselves. The better you get at mirroring your perfect customer in the voice, the more readily and naturally she’ll gravitate toward, and respond to, your message.
Run through this list of questions to ask while you play with, hone and refine the writing tone that exemplifies your brand. They’re designed to develop a strong vision of your perfect customer, so you can emulate her communication.
1. “Who am I speaking to?”
By identifying your target audience, you’ll be able to adopt the correct voice, or tone and style of the copy to create a message that will resonate in the mind of the consumer. To properly convey the message, you must first Learn the Language.
2. “How can I insert a bit of the client’s personality into my web copy?”
Why is this important? Because the project is not your copy; it will belong to and be representative of, someone else’s business. That someone else is doing the “speaking” on the site. You’re simply the “copy cosmetician” – here to make them look good!
Therefore, your copy should:
- Touch the target audience and make them instantly respond
- Speak through the seller in a way that reflects their brand and philosophy
How will you learn to “hear the voice” of your client’s personality?
a. Study his emails closely.
Memorize the way he arranges his words. Do the words meander languidly, with transitions bridging thoughts? Or does each short sentence stand staunchly alone?
What tone comes across? Are you picking up matter-of-fact, or are you hearing light and breezy? Is this person bubbly like a teenager, or serene as a shaman? If your client’s natural inflection is in alignment with the brand creation, then by all mean lift the best parts to use in the final presentation. By this I’m not suggesting you plagiarize; I’m simply saying, “carry the essence of them with you as you create.”
Would your client say, “Try it and see for yourself…” or is she more of a “Gotta Get It Now!” kind of gal? This is HER site, so try imitate her as best as you can while still preserving the continuity of the theme. You should be able to hear it in your mind. If you still can’t nab “the voice,” then…
b. Literally listen to her speak.
If your client has an existing site, is there audio on it? If so… take a listen every now and again so that you can get a sense of how she expresses herself. Memorize the intonation she uses when addresses her audience. Once you can “hear it” – can you translate that voice into sizzling copy? Can you slip in a signature saying of hers that’s in line with the project’s mission?
Of course, maybe your client really isn’t a strong communicator at all, which is often the case when someone’s hired a copywriter. If so… instead of looking to the client for brand identity, you’ll rely heavily on the tone of the typical customer and base the branding message around that.
To Perfect the Voice, Play With Writing Tone
How does the key customer communicate? Maybe the tone is serious and formal; maybe it’s light and casual. Practice “warm and friendly” versus cool and informative. Try your hand at ‘soft and easy,’ then switch it up to “Exciting and urgent!” (Did you notice what a difference the exclam made there?)
Read your copy draft aloud, using the exact tone that you imagine your customer would want to hear. Try to envision this copy being read in a television commercial. How’s it sound?
Even in something as simple as a greeting hello, just a few variations on punctuation and word choice can convey a certain feeling or personality. This is a process that evokes the birth of your brand, so have fun with it and see what emerges.
What ‘voice’ do you hear coming across in these simple salutations?
Hello.
Hello?
Hi there!
Hey there…
Hey, you.
Hello, everyone!
“YO.”
G’day, mate!
Oh, hello, dahhling…
Hi, dear.
Hello and welcome.
Hola!
Hey sweet thang…
Oh, HI.
Hieeeeee…
Whuddup.
Wassup?
WAZZZAAAP!!
Greetings!
Hiya.
Hi, bubby!!
Ummm… hellooooo…?
Fun Exercise in Brand Voice
For a fun copywriting exercise, try “recreating the voice” of an existing website. If it’s one that sells walking shoes to old folks, rewrite the copy… only this time, pretend you’re selling athletic shoes to teens. What would you say differently? How does the ‘voice’ change based on the shift in audience?
“Nabbing the voice” is just one of the many ways that a professional copywriter can amuse himself while producing quality work for the client. Pretend you’re an actor; how will you improv this character to be totally believable? Keep practicing… perfect the voice… and above all, have FUN.
Need More Support? Explore Our Brand Development Services
Count on Dina and her team of expert writers for expert branding that brings out the essence of who you are and what you stand for as a company. We develop brand profiles including mission and values, naming projects, and taglines.
Contact Dina the Copywriter
Need the support of a seasoned copywriter? Email me for a project quote today.
Go Pro with Your Business and Brand
- WEB HOSTING – Sign up for MomWebs
- DOMAIN NAMES – Order them from GoDaddy
- EMAIL MARKETING – Sell on email, grow your list with Aweber
- GRAPHIC DESIGN – Create visual branding and document layouts in Canva
- SECURE PAYMENTS – PayPal.com
- STOCK IMAGES – Pexels.com
- GET A DBA – LegalZoom