There you were, thinking your brand was inanimate, impeccably groomed and well behaved. And now you discover it may have a tone of voice - and possibly an attitude to match. One that might even be losing you business.
So first things first – how can you tell what your brand’s tone of voice is? Well, just as when you speak to someone your tone of voice tells them whether you’re excited to see them, happy, sad and so on, the same is true with the written word.
Which means that if you aren’t clear or enthusiastic about the products and services you have to offer, it shows. People will rapidly lose interest and switch off by turning the page, throwing your leaflet, flyer or mailing in the bin, or clicking to another page on the web.
Brands are built by consistency of messaging. That’s why it’s so important to have a consistent tone of voice. One that injects energy into your brand and motivates people to buy or find out more. The energy comes from the enthusiasm you share about your products and services.
Of course fundamentally it comes from your products, services and target market. So if you’re a funeral director, instead of being enthusiastic, your tone of voice will be respectful, thoughtful and caring - as befits communicating with someone in mourning.
From web pages, to leaflets, flyers - and even company emails - consistency in your messaging and tone of voice will help build a powerful, reliable brand that can pay dividends.
So make sure everyone in your company knows your brand’s tone of voice. Because if it varies depending on who is writing your copy, your brand will suffer and you could lose sales.
Tuesday, 26 July 2011
Wednesday, 20 July 2011
Good copywriting is original
The internet is an amazing resource, but as with most things, you can’t believe everything you read. For instance, I was pulling together some inspiring quotes recently when I came across the following:
“Kodak sells film, but they don’t advertise film. They advertise memories.”
Great quote, which time and again on the internet is attributed to Theodore Parker. But a quick check on Mr Parker’s background shows that he was an American Minister who died in 1860 - which is 28 years before Kodak even came on the scene. And, of course, a minister is highly unlikely to be talking about the wonders of Kodak in terms of advertising.
Further research shows that the quote is far more likely to be that of Theodore Levitt, an American economist who died in 2006 and who proposed the following definition for ‘corporate purpose’ - rather than merely making money, it is to create and keep a customer.
Other errors I’ve come across include one in a map of Berlin which I discovered when I visited the city a few years ago. I had with me a guide book and a map I’d printed off the internet. And on arrival discovered that a road clearly marked on both maps simply didn’t exist – and never had!
The internet in particular is rife with errors. It’s such an accessible resource that many people seem to copy everyone else. And that’s definitely NOT what ‘copy’writing is all about! So if you want to stand out, be original and double check your facts and sources.
“Kodak sells film, but they don’t advertise film. They advertise memories.”
Great quote, which time and again on the internet is attributed to Theodore Parker. But a quick check on Mr Parker’s background shows that he was an American Minister who died in 1860 - which is 28 years before Kodak even came on the scene. And, of course, a minister is highly unlikely to be talking about the wonders of Kodak in terms of advertising.
Further research shows that the quote is far more likely to be that of Theodore Levitt, an American economist who died in 2006 and who proposed the following definition for ‘corporate purpose’ - rather than merely making money, it is to create and keep a customer.
Other errors I’ve come across include one in a map of Berlin which I discovered when I visited the city a few years ago. I had with me a guide book and a map I’d printed off the internet. And on arrival discovered that a road clearly marked on both maps simply didn’t exist – and never had!
The internet in particular is rife with errors. It’s such an accessible resource that many people seem to copy everyone else. And that’s definitely NOT what ‘copy’writing is all about! So if you want to stand out, be original and double check your facts and sources.
Tuesday, 12 July 2011
When it comes to websites, beauty is only skin deep
I’ve just been a little over ambitious with my designer looking WHSmith hole punch. I guess putting more than 3 sheets into it at one time gave it a nervous breakdown and the attractive, mauve plastic handle snapped. Oh dear.
As my local high street shops don’t include major stationery chains, I nipped into a local £1 shop to grab a bargain. Unbelievably, my replacement is not only cheaper than the WHSmith one, but is also made of metal. So whatever happens it’s unlikely to snap at me if I give it too much work to do.
Which just goes to show that all the bells and whistles in the world don’t mean a thing if the item in question just doesn’t work. Every element has to work together to bring about the desired result.
As it is with hole punches, so it is with websites. I’ve seen many websites that have all the latest sales techniques – from videos to free downloads. However the proof of the pudding is in the eating. And all too often websites can look great - professional, sophisticated and cool – but lack clear, motivational messages and have no call to action. Potential clients therefore find it all beautifully confusing and leave without making an enquiry or committing to a sale.
So remember that above all, your website needs to have a strong sales message – without it, you could be wasting your valuable time and money.
As my local high street shops don’t include major stationery chains, I nipped into a local £1 shop to grab a bargain. Unbelievably, my replacement is not only cheaper than the WHSmith one, but is also made of metal. So whatever happens it’s unlikely to snap at me if I give it too much work to do.
Which just goes to show that all the bells and whistles in the world don’t mean a thing if the item in question just doesn’t work. Every element has to work together to bring about the desired result.
As it is with hole punches, so it is with websites. I’ve seen many websites that have all the latest sales techniques – from videos to free downloads. However the proof of the pudding is in the eating. And all too often websites can look great - professional, sophisticated and cool – but lack clear, motivational messages and have no call to action. Potential clients therefore find it all beautifully confusing and leave without making an enquiry or committing to a sale.
So remember that above all, your website needs to have a strong sales message – without it, you could be wasting your valuable time and money.
Monday, 4 July 2011
When less is more
When it comes to instructions, less is generally more. Often, it seems, the wordier the instruction, the more confusing it is to understand. This is especially true for products that are sold in various countries around the world and that are translated into many languages. Or even worse, are written in English for the global market by someone whose first language is clearly not English.
Ikea has an excellent solution in that they simply offer diagrams. While you still have to study them carefully, diagrams can answer a great many questions that poor writing simply can’t.
As with instructions, so it is with sales literature. When writing sales material, it’s important to think about all the questions that your readers are likely to come up with - and make sure you answer each and every one of them. Because in the absence of a sales person who can answer specific queries, it’s vital that you cover all bases so that nothing impedes the sale. Of course it makes sense to include at the end of the piece ‘if you have any questions, or would like to know more, please contact us on 1234 567890'. This then doubles as your call to action.
Ikea has an excellent solution in that they simply offer diagrams. While you still have to study them carefully, diagrams can answer a great many questions that poor writing simply can’t.
As with instructions, so it is with sales literature. When writing sales material, it’s important to think about all the questions that your readers are likely to come up with - and make sure you answer each and every one of them. Because in the absence of a sales person who can answer specific queries, it’s vital that you cover all bases so that nothing impedes the sale. Of course it makes sense to include at the end of the piece ‘if you have any questions, or would like to know more, please contact us on 1234 567890'. This then doubles as your call to action.
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