Ideas + Insights
September 20, 2019
Correct grammar AND a witty tone of voice – The biggest turn on, ever.
Spare me the six pack, body oil and Al Green tunes, my Tinder profile would be all about Merriam Webster approved lingo and dates who know their shit, as opposed to not knowing they’re shit. If you can spin the keyboard decks like Pandora Sykes or Zoe Foster Blake I’ll happily don a white dress, or should I say, take off a white dress.
Before I get too Fifty Shades of Grey on you, let me relate this back to branding and business.
The thing is, like me, your customers too, want to read prose as smooth as honey and tasty as treacle. As you know, over the last decade ‘branding’ and all that it encompasses has really come into the spotlight. At first, companies started focusing on the idea of branding by simply jazzing up their logos – cue the millions of makeovers from traditional block serif to sexy sans serif, and a complete exodus of intricate illustrations and literal icons. Then, fast forward a few more years and we see this movement morph as companies start taking all visual aspects of their business up a notch – no longer was it okay to have mis-matched fonts, crappy stock imagery and neon gyrating gifs. And now, in 2019?! It’s all about that clever copy and distinct tone of voice. Straight shooting, heartfelt, emotionally engaging, creative, concise, charming, trust-inducing, share-worthy, SEO-genius copy that converts. Right now, I’d say your copy is the difference between a booming business or a business booing.
But, like, no pressure, or anything.
Since the inception of Smack Bang in 2011, I’ve been writing this here ol’ little blog every two weeks, (that was at least until my daughter came into the world and robbed me of my sleep). It’s been an absolute labour of love, super satisfying and at times hard to keep up with (FYI – sleep deprivation and creativity are a match made in hell). But the one thing that I have loved most about this writing commitment is the practice it has granted me in refining my writing skills.
They say it takes 10,000 hours to become a master at something. I’ve written almost 220 blogs, and at approximately 4 hours each, that makes me not quite yet a master (juuuuust missed my quota by a mere 9,120 hours). However, I do feel the beauty of writing consistently is that over time you begin to distil your process and whilst the blank paper in front of you never gets any less daunting, the practice of storytelling and articulation becomes all the more easier. In my 880 hours, I’ve had a truck load of practice at refining the Smack Bang tone of voice. So much so, I can no longer discern between it and my own personal tone of voice – which, I believe it just as it should be as a founder.
But why is clever copywriting and nailing your tone of voice so important to your business’ bottom line?
Because simply put, copy converts.
The right copy aligned with the right brand builds trust with the right target market. And we all know that trust means loyalty, and that loyalty is the bedrock of a thriving business.
If you use the right copy to help market your business, it can skyrocket your exposure, clarify your offering, catapult your conversion rate and put you on the fast train to the business hall of fame.
The thought of writing something that strangers, and god-forbid, potential customers might read used to make my spleen shiver in fear. But over time and with a hell of a lot of practice, it has now become second nature to me. I’ve written about how to craft the perfect tone of voice before, and even shared with you a book that I think every copy writing marketer needs to read. But today I want to talk about WHY copywriting is so darn important for your brand.
‘Tis true, design captures your audience’s attention, but it’s your tone of voice that keeps them engaged, communicates your viewpoint and forms a lasting connection. At Smack Bang, we like to say ‘Design turns heads and copy turns minds’. After all, design is the heart of your brand, and your writing is the lungs, you need both to keep your brand alive and thriving.
Having a strategic, strong and clear copy guide in place will keep your brand voice from straying into no-man’s land.
Crafting a unique tone of voice means you’ll be talking to the right people – people who work with you, for you and who champion your every move from the sidelines.
Here’s what I know for sure:
We have all read copy that makes us cringe. It may be hard to put a finger on exactly what it is that makes the copy so bad but nonetheless, a lack of appeal definitely does not go unnoticed. You might have the most resplendent design to have ever graced the Earth, but if you can’t get your words in order, or if your grammar makes your text read like pig latin, then you’ll reap what you sow. A lack of care in the way you are presenting yourself and your business just shows pure unprofessionalism – just ask Trump.
Good salesmen (and women) are not verbose. They don’t use unnecessary, fancy, extravagant words for the sake of it. They speak like your loving older sister. Clear, kind and confident. You should be able to communicate your copy without the over-the-top embellishment of sale language that’s about as smooth as a bulldog chewing a wasp. Remember, consumers buy products from brands that they connect with on an emotional level and steer clear from brands that they don’t so make sure your copy conveys empathy rather than hard sells.
Words bring your brand to life. Building familiarity and trust is crucial to building a successful brand. To keep your loyal supporters loyal and your hard workers working hard, you’ve got to not only gain their trust but keep it. Therefore, you’ve got to practice what you preach. If you’re always banging on about being an eco-conscious sustainable brand, don’t go wrapping your products in layers of plastic while sipping on your Starbucks-mocha-latte just do your best to uphold your values.
People won’t always remember what you say or even what you do, but they will always remember how you made them feel. That’s why it’s so important to give your brand a personality that your ideal customer can not only recognise but can relate to on a human level. People love hearing about people – we are one seriously narcissistic species. We want to know they aren’t alone in our struggles, that someone has suffered the same challenges we have and can tell us how they overcame them.
In a sea of bland and boring content, a distinctive, grabbing voice can make you easily stand out from your competition. Therefore, you’ve got to make it considered and impactful. To quote the father of advertising, David Ogilvy, himself, “Tell the truth but make truth fascinating. You know, you can’t bore people into buying your project. You can only interest them in buying it”. Think about the way you use your words and the impression it makes on everyone who comes in contact with them – meaningful copy will influence and persuade.
Words hold the power to tell a story and captivate the hearts of many. Once you understand your audiences’ needs, your copy will then convince them that your solution can alleviate their pain most efficiently. At the end of the day, we are not just using language to list our features, or strategically serve up words to encourage your audience to take further action, we want to use copy to help our customers find reasons to fall in love with us. Because after all, all the best stories have a happily ever after.
Image credit: Jessica Walsh
No ghosting here. For us folk on the marketing side of the biz, writing is our favourite creative outlet! We'll always publish articles with the authors' name under it so you know exactly who you're hearing from. We love hearing how much you enjoy the blogs!
I have been wondering for years if you wrote your own copy or if you used a ghost writer! Congratulations on staying the course, your article always make me laugh. Cheers Kym