Last week we outlined the questions to ask to find your brand voice. The details of your messaging will change as your business does, but it should follow the same focus & voice from day 1 to avoid customer confusion.
Now it’s the fun part: combining your voice with messaging and copy. Wondering where to go from here? Follow these ten tips and best practices for working your voice into copy & messaging:
- Be Honest – Customers are already skeptical of constantly being sold to – they want to know that they are purchasing from people they can trust. You can foster a trusting relationship by being honest. Ask for feedback and discuss if and how you can improve service. Your customers will appreciate the honesty and you will build trust over time.
- Be Transparent – Similar to honesty, transparency is a value that permeates your entire organization from top to bottom, and through to customers, partners, investors, etc. If you make a mistake, disclose it. Further, turn that mistake into a learning experience. Sharing the good and bad to constituents shows you have their best interests in mind and that you are always learning and growing.
- Be Easy to Understand – In all of your communications, you should write as you speak. Your customers will skim over marketing jargon and technical language that doesn’t directly solve their problems.
- Be Human – Show the personal side to your founding team, employees, and business as a whole. Customers love to see that there are humans behind the solution.
- Be Subtle – You probably think your product or solution is the best on the market, as you should. Naturally, your customers are not as convinced. Further, they will not respond well when they hear or read overly sales & marketing language to describe how your product is the best (such as if you use terms like, “One of a kind,” “unique,” “innovative,” leading,” etc.). Be subtle in your own description of yourself, focusing instead on the tangible benefits customers can expect. Rely on third parties and other customers to call you the best on the market – those testimonials will go alot further anyways.
- Be Appropriately Descriptive – Short and sweet is always best. Narrow down the descriptive words and adjectives you want to use as much as possible since your customers’ attention span is decreasing by the day.
- Be Compelling – You don’t have many chances to get the attention of prospects & customers. Speak to the challenges they face and quickly get to the point regarding how your product or service can help.
- Be Always Testing – As a young company, your messaging should evolve over time as you learn more about the market, your customers and ultimately, your product. As you learn these things, put them into practice via your messaging and test the response of your audiences. When you tweak the message, are they more engaged? Are they confused when it comes to what your product does? Are you losing them early on or later in the funnel? Tracking and monitoring the results of A/B tests and web analytics will help you answer these questions.
- Be Consistent – While ongoing testing of messaging is important, you also want to keep your voice consistent voice so as to not confuse people or to lose brand loyalty by always changing who you are. When it comes to messaging, allow for certain points to stick before you change them. You should be able to get and incorporate testing results/customer feedback within 1-3 months of rolling out messaging.
- Be Cohesive and Uniform – This is important. Make sure that expectations for your voice & messaging are shared throughout the entire organization so they know how to leverage brand messaging in email, on the phone, in and out of the office. Conduct frequent internal sessions to demonstrate and roll out new messaging, and ask for employee feedback so that they feel invested as well.
Your messaging will change – but what should stay consistent throughout is your voice and how you articulate those messages. It always helps to bring in outside perspective at all stages of your business to test messaging and response to your brand’s voice. Talk to advisors and consultants, and ask other entrepreneurs, as they are likely going through the same brand experiences as you, in some way, shape and form.
Need help? We can provide feedback and connect you to experts who can as well.Request Now