5 ways to write copy for your business that showcases your personality and defines your unique brand voice.
We're talking about words and more importantly how to craft them in your business so you stand out in a busy world.
There are 5 ideas you can try to define your brand voice and write words in your business that sound natural and are a joy to create... Well, at least most of the time!
Alright ~ throughout this post I want you to hold this idea in the back of your mind:
Conversational is the new professional.
Times have changed and continue to do so at lightening speed and gone or going are the days of impersonal and cold corporations.
So, grab your Crayolas because here's your permission slip to colour outside the lines, break some "writing" rules and showcase your personality !
Here are 5 ways to write copy for your business that showcases your personality and defines your unique brand voice.
So, What Is Your Brand Voice?
Your brand voice is the tone and impressions your readers get when they consume your content, such as a blog, video or podcast.
It’s really important that the words you use to describe who you are and what you do captivate your readers attention enough so that they take the desired action.
So, let’s look at the 5 things you can do to make this happen.
No. 1: WHAT ARE PEOPLE SAYING
There’s a great quote from Scott Cook where he says:
“A brand is no longer what we tell the consumer it is, it is what consumers tell each other it is”
And I think this rings true here.
I want you to think about the words you and your customers use to describe your business.
What adjectives do they use? Write them down and see if the words you use are the same as your customers.
Hopefully, they are. Because that will mean that there’s an alignment, a synergy between the two.
And here’s where words come into play ~
When you know how your customers feel about your brand you can write words in your business that resonate with them in tone and energy.
Make sense?
OK...
No. 2: CONTENT MINE YOUR OWN MATERIAL
Now, you’ve probably heard content creators talk about content mining when they are looking for ideas to post on social media or scouting for ideas for their weekly content.
Well, the same principle applies here. The only difference is that instead of researching content outside of your business, I want you to turn the focus on your own content.
Look through your messages, emails, blog posts, and social media feeds. What phrases and words do you use all the time. Pay attention to any unique phrases or what some copywriters call your “You-isms” ~ these are the words and phrases that people feel are synonymous with you.
Conversely, pay attention to what I call, The Icky Stuff! These are the words, terminologies and phrases that you never use. These words are foreign to your lips and feel unnatural.
Because, here's a copywriting tip to remember: If you wouldn’t say it, don’t write it!
The purpose of this exercise is for you to notice patterns in your language, and then put them in your copy. When you do that, your words will feel more natural. More like you.
OK ~
No. 3: EMBRACE YOUR QUIRKY CHARM
So, you know that weird little thing you do... that thing that makes you cringe at if people found out? Yep, that is a quirk.
If you have a weird obsession for marmite or the fact you would happily trade a night out for a pair of fluffy socks, a bowl of popcorn and a glass of wine while you binge-watch The Crown…
Only me?!
Well, these things make up part of your story, a side of your personality that, if and where possible, you can lace into your copy.
This is one way to copy proof your copy.
It’s also an opportunity to let your reader learn more about you and possibly see themselves in your copy, which builds connections.
Build a connection with your customers by sharing little details about your life.
Here's something to remember ~
These quirks ultimately become the things that separate you from others in your field and when you put them in your copy, you showcase your personality and define your unique brand voice.
Alright ~ moving on to
No. 4: EXPRESS YOUR POLARISING POWER
OK, This is how your stand out in a noisy online world.
It’s time to crystalise the reason why you exist, what you love and loathe as it relates to your mission and your vision for your brand.
This is really important.
Consider these questions to get the juices flowing:
What aspect of your industry, sector or niche, riles you up, pisses you off and makes you want to get up on your soapbox for the next hour? What’s your fight, your big why and the reason you started your business?
Now you don’t have to be angry but you should be passionate.
This is your polarising power.
And these principles should be present on your website, scattered throughout your copy and sprinkled in your captions and emails. Your audience should know your why and core values and feel connected to your mission.
Don’t be afraid to identify what you stand for and who you serve.
I like to give examples from my own business, for ideas on ways you can apply them to your own business.
So here's one of mine:
I believe a website is an asset to your business.
However, there are loads of people in my industry who disagree. And that's cool.
But I put my stake in the ground over here and the people I serve also believe that having a website is a good idea.
I'm not sitting on the fence saying, "Oh, well you could have a website or not have a website"
NO, I'm picking a side and shouting about it.
You can do the same in your business.
Because ~ and here’s a bit of sage marketing wisdom that didn’t originate from me:
“If you’re speaking to everyone, you’re speaking to no one”
Remember that, and don’t be afraid to niche down and stand up for what you believe.
OK, and final one ~
No. 5: UNTAP YOUR STORYTELLING SUPERPOWER
We’re all storytellers at heart.
You may not think you are but trust me it’s written in your genetic code because it’s the way we survived throughout history.
Once upon a time the caveman told his neighbour, watch out for the sabre tooth tiger, it tried to kill me this morning and in knowing that story his neighbour lived to forage and fight another day.
Storytelling is a way of life and can be a powerful tool in our copywriting toolbox.
Try to see stories as have fun when you talk about your products and services. And you can even use them in your CTAs.
I’ll give you an example of how I recently used a story in my weekly newsletter.
So, my CTA (call to action), was asking them to share the email with a friend.
Now, there’s nothing wrong in simply asking the reader to share your email but why not use the opportunity to have a little fun and express yourself.
Here’s what I sent:
Alright, that’s all for today, angel.
Have an awesome week and remember don’t be like Tabitha*.
Love Nat x
*You’ve heard the story about Tabitha Stonebottom, right?
Well, Tabitha had a pretty little pencil case filled with the nicest colouring pencils you could possibly imagine.
All the other children in her class envied her because her pictures were always so beautiful and bright.
They would ask to borrow her pencils but she would say no.
They would bribe her with their snacks at lunchtime and their carton of milk in the morning break but she would always say no. She never shared her pencils.
No one wants to be a Tabitha Stonebottom.
So, if you loved this email then share this link with a friend then go colour some pretty little pictures!
Now, it’s very playful and that might not be your style. But the point is, have fun when you write words for your business. Experiment and try new things.
Stories are incredibly effective when it comes to sales and marketing and can help you stand out from the competition.
And there you have it, 5 ways to write copy for your business that showcases your personality and defines your unique brand voice.
Is chatty unprofessional?
Before I go, I wanna say that I know so many of you worry that sounding chatty will make you appear less professional.
But I disagree. And I hope that this post has given you some ideas on ways to make our copy more conversational and relatable.
People want to do business with other people.
We want to buy from business that we know, like and trust.
How do you that is you hold back and are afraid to show the world who you really are?
You can take this a step further and really perfect your brand voice and copywriting style by downloading this free guide. It’s packed with exercises, tips and insights and includes a handy glossary of copywriting terms to help you stay on your writing game.
You'll find a link to it here
And now, I would love to hear from you!
Did you like this post? Was it helpful in any way? What's the 1 key takeaway or brand voice tip that resonated with you the most?
I'd love to know.
Share your thoughts in the comments below.
Till next time!
Love Nat x