Answer your customers’ pain points through your social media posts and your marketing is more likely to convert to sales.
However, there are many business owners who understandably would rather hire someone to write their copy for them.
How do you appear as authentic as possible if someone else is writing for you?
The essence of using social media effectively is that it is personal, and it invites engagement and conversation. If you want your social media copy to sound as if you have written it, then how can someone else recreate your voice?
Some businesses will use automated bots to generate social media posts but this is about creating content that informs, educates and entertains – not just content for promoting and selling.
You need something that is intrinsic to your brand. It’s your tone of voice.
What is tone of voice?
If the business is clear about the kind of language it uses, the style of communication and the use of particular words and phrases, then its tone of voice will be very apparent. We can call this verbal identity.
- Is your tone of voice formal, informal or even colloquial?
- Are there particular phrases your business uses regularly?
- Is your style friendly and familiar or practical and matter of fact?
Then on a deeper level:
- Do you talk to your customers in the way they talk about you?
- Have you asked them what they think about you through feedback and reviews?
- What kinds of phrases do they use to show what it is they like and value about you?
Yes, finding your tone of voice will mean having a conversation with your audience. If you put the time in with them finding out what they like about you, this information will help you to develop your tone of voice.
It will be more real and speak to them in a way that resonates and grabs their attention. Don’t forget, if you don’t hold onto their attention, they will start to drift elsewhere.
What does your tone of voice add to your marketing strategy?
If your marketing strategy is built on what your business stands for (your vision, your mission, your values) then your tone of voice will be easy to identify and it will be authentic.
Be sure to always keep your target audience and ideal customers at the forefront whenever you are speaking. Your style and tone should resonate with them as you need to be able to communicate with them clearly. Building that marketing focus of know. like and trust in a way they can relate to is key.
Once you have added your tone of voice or verbal identity to your marketing strategy, it will make creating content so much easier.
It will make it so much more straightforward when you want to outsource it too.
If you’d like to talk to me about developing an authentic tone of voice for your business or how to identify your ideal client, drop me a message on the Contact form.