More "you", not less

You’re in the kitchen, it’s hot. You’re sweating, the pressure’s on. Someone really important is coming over in less than two hours.

There’s only one problem

You’re cooking a dish that needed to be ready in 60 minutes, but you’ve never laid eyes on the recipe.

You don’t know if you have the ingredients. You’re not even really sure what it’s supposed to look like when it’s done.

You are, metaphorically, cooked.

Your “secret recipe”

That’s what writing without a defined voice is like.

You’re liable to come up with different results based on how you feel that day, what you’re rushing to do next, how much sleep you got. Sounds like I’m joking, but I’m not.

Your recipe in this case is who you are. It’s the way you talk, the way you command authority, and the way that your ideal customers get to know you. Some people say that none of that belongs in sales, but I strongly disagree.

After all, people buy from those they 1) know, 2) like, and 3) trust.

Enter the brand voice guide.

What it is: A way to show up consistently

A lot of people have some confusion between a branding guide (you know, the one that has your fonts and colors in it?) and a brand voice guide. That’s completely understandable.

The difference is really important.

A brand visual guide gives you vital information for your: colors, fonts, logos, pictures, all sorts of other fun visuals. It is integral to how you consistently (we’ll use that word a lot) show up online. It’s so people can recognize you.

What if you had the same guidance for how you talk online?

Game changer, right? That’s what a brand voice guide is. It crystalizes how you:

• write,

• topics you discuss, &

• the style you embody.

If this feels a little much, think how easy it is to follow a recipe, rather than just throwing things together and hoping for the best.

This is the key to repeatable success.

Why it works: You’re creating repeatable success

When your goal is to connect with your audience, they need to get to know you. In order to build trust, you need to show up (of course), but beyond that, show up as a person who is:

• clear

• consistent

• with a great character

Think about the last time you went to a party. Of all the strangers to chat with. If you met someone who was clear, consistently talking about something you were interested in, and they kept being that way all night? You’d never leave their side.

If, instead, they spouted jumbled thoughts, talked about too many topics to count and all of them very shallow, and definitely weren’t a cool character? You’d bounce.

Why expect different from our customers?

The voice guide does the same, but for how you talk about topics. Then you show up like a unique, professional, consistent person.

In other words, someone that your clients know, like, and trust.

How to start: With what you already have

Your brand voice should sound like your best day with clients. If you can, find 1 - 3 examples on social media that you really loved writing and people loved reading and bring them up in a document.

See if you can identify these things:

• What are you talking about: Sometimes people are very surprised at the things that “hit”, maybe you’re talking about something a little more personal, sometimes it’s “building in public” (solving a problem that you’re dealing with yourself)

• How much detail is there: Details are really important, knowing what your audience likes is paramount. Are they into short posts that give facts or are they story-based?

• How is your voice: Are you informal or formal? Funny or serious? Technical or speak in layperson’s terms? All of these can help you define what your voice.

After you do that, try to consistently and consciously think about how you implement this voice in your materials: website, sales materials, and social posts.

Being you, authentically, is the key to making people look forward to what you have, instead of scrolling past.

Let me know how it goes,

Christine