It’s a copywriting mistake I’ve seen many times and it can really hurt your brand image. The problem is marketing copy that is not crafted in the right conversational style. It’s either too stiff and formal or too overblown with hype. Neither of these options is good.
Remember, all of your marketing content must have a common and consistent conversational tone throughout your marketing campaign. How do you do this? It’s simple. Don’t think of your writing as words on paper. Think of it as your brand’s voice, personality and heart.
Your brand’s voice, along with visual imaging, is what really brings it to life. It’s what breathes sincerity and believability into interactions with prospects. Depending on your audience and strategic objectives, your brand may have a voice that emanates:
- Authority
- Intelligence
- Confidence
- Wit and humor
- Grit and edginess
- Know-how
- Compassion
- Wisdom
- Insight
Obviously you’re not limited to this brief list, but it definitely gives you a good starting point. After you choose the appropriate voice for your brand, write all of your marketing materials in that conversational style.
Not sure about the type of voice that is perfect for your business? Here’s a quick solution: Be honest and consider the style and tone you use when you speak to prospects.
In most cases, the style you use to speak about your business to prospects is the ideal choice for your marketing materials. If you are sincere and authentic with prospects, don’t make the mistake of thinking you need to be flashy with your copywriting.
As a rule, today you have to be heartfelt when writing your marketing content. Social media has made marketing to your crowd much more of a two-way dialogue—and much less of the one-way monologue it used to be.
This simple fact dictates that you have to be authentic and believable when creating marketing copy that promotes your brand and engages your target audience. Remember, you want your audience to like you and trust you. Only then will they buy from you.
There are many ways to energize your copy, but always make sure every word you write really means something. To be convincing, your copy has to be believable.
If it is filled with hype and puff, it will come across as dishonest, which will hurt your brand. And once you’ve planted a seed of distrust in your audience, they’ll never trust you again. Ever.
When you come from the heart and your passion and integrity pours forth towards your prospects through your sales copy, you’ll be amazed how much easier it is to enhance your brand, connect with your crowd and establish meaningful relationships with them.
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Casey Demchak is an author, speaker and recognized expert at writing highly-effective marketing copy that sells, persuades and generates leads. You can sign up for his free weekly sales writing updates at www.CaseyDemchak.com
