Does your company sell tiny woollen hats specially made to fit naked mole rats with one ear born prematurely on a Tuesday morning in 2004? Nope? Then there’s really no way you’re the only ones who do what you do. There’ll be plenty of other brands who offer very similar products or services.
So basically your would-be customers are spoilt for choice.
Which means that whether or not they buy in isn’t only based on what you’re offering. It’s also based on whether they like you and what you stand for – and whether they feel you’re a brand they want to be associated with.
So if you want people to drop their dosh, you’ll need to find a way to crystal-clearly show them the personality and values of your business. And one of the best tools you have to show people those things, as they browse your site, skim your blog, or follow you on social, is your words.
Now I don’t mean just listing a bunch of overused attributes. ‘We’re approachable, reliable, and people-centred’, ‘Our products are high-quality’, ‘Our work is world-leading and forward-thinking’. Ugh. Blah.
It’s about more than what you say – it’s about how you say it. The kind of words you choose and how you arrange them.
Both Flo (the first one) and OHNE (the second one) are successful, popular brands. Both offer a tampon subscription service. And both have a focus on eco-friendly products. So far, so similar. But the personality that comes through in each description couldn’t be more different.
(You’ve got DeadHappy on the left and Kinherit on the right.)
In both sets of examples, neither brand personality is right or wrong. They all appeal to different types of people. The key is that the brand personality is visible (even with no logos or images) and that’s a big part of what’s convincing people to choose one over another.
So how do you learn to wield words in this way? To use your language to paint a picture of the personality behind the product, giving your audience something to connect with and making them more likely to dole out their dough to you than to your competition?
(Which is really just marketing-speak for finding a unique and consistent style of communicating that shows people who your company is, not just what you’re selling.)
And you can get started today by working through these 5½ steps to a brilliant brand voice.
Over a week-long series of emails I take you through the key questions and activities that will help your team develop a distinctive voice for your business.
That way you can stop blandly blending into the background – losing potential customers by the bucket-load – and start making the kind of connections that compel people to say yes to what you’re offering.