Finding the right voice to communicate with your clients and potential customers isn’t easy. Just how difficult it is was really bought home to me in our Bizchat recently.
I had chosen a number of Black Friday promotional messages to share in an Education slot. Some were downright awful, none was brilliant. However most people disliked the sample which I thought was best. I had liked it because I found it relatable. The writer shared what had been a difficult week and snuck a sales message in at the bottom of the mail. I felt she was speaking to me.
I have met this woman. I have bought from her. Copywriting is her thing. This may have given me a different perspective. Others thought she was being negative and her email lacked persuasion. None of them had heard of her.
Understand your audience
This really demonstrates the importance of understanding and writing for your audience. It’s very hard to write for more than one audience at the same time. People who know you will read differently from those who don’t.
It’s the same when you’re networking. Finding a way to explain what you do for new people without boring the pants of people who know you well is tricky. One way to search for answers is to watch TV documentaries or listen to factual radio. How do the presenters deal with those who have subject knowledge whilst not leaving those without any understanding of the topic behind? Are there some ideas you could borrow?
Often the best way is to do different marketing for different audiences. That way you can target your message appropriately for the receiver. Whilst you will want a consistent brand tone of voice what you say needs to reflect what people already know and where they are in their buyer’s journey. There is a vast difference between the loyal customer and the person who has only just heard of you.
Measure performance
The key is to measure your performance. Test out different ideas. How many people open your email? Of those how many click on your links or take other action? How many unsubscribe? Is that more than usual?
A good way to test your tone is to do an A/B test. Send one version of your email to one group and an alternative to a second group of the same audience. A word of warning… only change one thing in the messages. If you change more than one you won’t know what made the difference.
You might have the same offer, content, headline and response mechanism but change the style or tone of the message. This way will help you test what works for your business.
You could also run a focus group with people you are trying to reach. Ask them to evaluate a range of messages and discuss their responses and reasoning for them.
Define your tone
You want to find a consistent tone for your brand across all media. Are you serious, formal jokey or irreverent?
Your network can be a good place to start if you are struggling. How do people see your brand? What style or tone do you use when engaging with other members? Try giving people two or three versions of the same piece of writing, each using a different tone, and ask them which feels most like the way they see you.
It can be helpful to have examples of your brand tone or at least a written description. This gives you a reference to ensure consistency of voice, especially if more than one person writes your copy.
Nailing your tone of voice and then using it consistently in all your writing and presentations will help build trust in you and your brand. Potentially it can be one of the things that distinguishes you from your competitors.
Have you sorted your tone of voice or is this something you might like to explore in a workshop? I’d love to know. Email me at glenda@fabulousnetworking.co.uk.
Article by Glenda Shawley MD of Fabulous Networking and author of Founded after 40, how to start a business when you haven’t got time to waste.
