- figured out who your target audience is - check
- got to know them - check
- know how to connect with them - check
- packed your website with kick-ass copy that quickly builds a relationship between your brand and your ideal clients - check.
Congratulations. So far so good.
And yet, there’s still so much more to do (sorry, but there is).
That clear, friendly, engaging brand voice you’ve built for your website, that’s what you need to be using every time you connect with a client.
Every. Single. Time.
Whenever you deviate from the voice your audience is familiar with you inflict a scratch, dent, or bump of damage on your brand.
No-one loves a brand with a split personality
Familiarity begets trust.
Routine, regularity, predictability, reliability. We like these things. They help us feel comfortable and relaxed. They help generate a sense of trust.
Anytime your loyal audience sees you having a moan on Twitter, or you bash out a lacklustre blog post, you put a teeny tiny dent in the relationship you've worked so hard to establish.
To trust you, they need to feel confident that they really know you. They know your brand.
Crimes Against Consistency
#1 Using your Facebook page or Twitter account to make complaints & enter competitions
If it’s not something your brand would say AND something your audience wants to hear it should not be a part of your social media activity.
#2 Default Messages
Your business sends dozens of automated messages every day.
When a client makes a purchase.
When someone signs-up to your email list.
If you have left those messages as the yawn-inducing, corporate-sounding default option, you’ve got a lot of work to do.
Imagine your latest fan getting sucked into an engaging blog post, subscribing to your list so they can hear more of your brand’s beautiful voice, then being greeted with an email that says ‘Thanks for signing up for xyz. Your free download is available here……..’ YAWN! Where did you go?
They were having a nice conversation with you via your blog post and then POOF you disappeared and got replaced by a cold, boring robot.
#3 When the outfit doesn’t match the person
Your brand voice will create a clear image in the mind of your audience.
This should be complemented by the way your brand is represented visually.
If you write with a chatty, informal tone but have a stark looking, corporate style website, it makes it very difficult for your clients to get to know you.
Similarly if you have a very professional formal writing style but your website looks like it is held together with string and sticky tape, the know, like and trust factors created will be pretty much zero.
Three steps is all it takes.
Find your brand’s voice. The writing style that best represents your brand and connects with your ideal clients.
Track down ALL the places where your brand might be seen. Commenting on other people’s blog posts, social media, on your own website, your emails, your invoices. Everywhere.
Make sure your brand is represented consistently across all of those client touch-points.
In the comments below tell me where your copy might be letting you down? What's the first area you're going to tackle?
Learn how to get to know your audience better and create a consistent brand voice that really connects with this free tutorial.