Ready for your website to attract and book IDEAL clients?
It comes down to words.
Yes, visuals draw people in. Then, it’s all about the verbiage.
Why? Intentional words:
- Establish trust & likability.
- Make someone feel understood.
- Decide if your potential client keeps reading…or clicks away.
(More reading = More likely to hire you)
Let’s make sure words are working FOR you.
As a copywriter in San Diego, I consistently see how brand voice (the overall tone, + language) is the foundation for great copy.
So, let’s find the brand voice for your business, amigas.
How to Write Your Brand Tone
Everyone says hi differently:
- Hello love
- Hey there
- Yo homeskillet
These evoke different personalities. From how your brand says hello to how it explains services, you must establish WHAT your voice is. Maybe it’s:
- Silly and playful
- Chic & luxurious
- Zen & peaceful
- Anything in-between
If you like working with sarcastic, zesty millennials, make the brand voice sassy.
For inspiration: Think about your personality and favorite clients. These help set a tone that:
- Evokes your dream business
- Resonates with ideal clients
- Matches your offerings
Need exercises for guidance? In 3 Minutes, Learn to Write Copy that Sounds Like YOU & YOUR Brand.
Write Copy to Your Dream Clients
You have different voices.
For example, you speak differently to a new client vs. a friend who just said, “I’M PREGNANT!”
(Unless you’re a doula. Then it may be similar…)
Here’s the point.
Pick the right voice for your intended listener and THEIR circumstance.
Take a financial expert. They speak differently to someone in deep debt vs. someone ready to increase investments.
It’s knowing your Ideal Client & WHY they need you.
Here’s a resource to get clarity: FREE Worksheet on How to Define Your Dream Client.
Speak to WHY
Know the purpose ALL copy you write. Not only that, know the WHY of your potential client.
Think about this. To get your services, a client has to give up either:
- The time to do something. Pick up a package vs. pay for delivery.
- The energy to learn something. An online course to learn a skill.
- The funds. Paying an expert to do something. To take it off your plate for a price.
Understand WHY someone is hiring you and WHAT they’ll give up.
If the main factor is money? Show your VALUE is worth the investment.
After all, the tone around a time-centric $100 offer is different than the tone of a game-changing, premium-expert $3,000 offer.
Look Outside of Yourself for Brand Voice Strategy
You’re so close to your own brand. That can make defining your brand voice challenging.
This is completely normal; most people find it hard to write about themselves and/or their own businesses.
By gaining awareness, through blogs like this and the BBB forum, you’re on the right track, compadre!
And remember, half the battle is understanding who you’re writing to. Here’s that FREE worksheet to define your dream client.
About the Author, SD Copywriting & Yoga Teaching Femme:
Allison Gower is a brand strategist and copywriter in San Diego; a Bay Area native & dual-Irish citizen, she helps savvy business owners grow through intentional brand strategy, copywriting and copy coaching. Also a yoga teacher, Allison guides folks to downward dog in between copywriting projects. If not on her mat, she’s out dancing or taking a long walk – mostly on the lookout for Corgis!
Get more branding and copywriting tips from this San Diego Copywriter for Women in Business.