5 Reasons Why Your Tone of Voice is Your Brands Irresistible Secret Weapon
Words have made a comeback, in a big way. The last few years has seen the stratospheric rise of ‘branding’. At long last, companies began to realise they could have more fun with their logos, jazz up all their visuals, smarten up their fonts, but copywriting was an aspect that for many, has been an afterthought, especially in the digital realm. For years we’ve been told the world is becoming more visual, that a picture tells a thousand words but arguably more than ever, copy needs to be made irresistible as more and more brands every day are all vying for our attention. You need to be thinking of copy as your secret weapon.
I’m not just talking about any old copy. There’s no old-hat, old-fashioned or old-school copy talk here. I’m talking about seriously clever, compelling, mouth-watering, emotionally engaging, delicious tiramisu tasting, your favourite red wine good, needs-to-be-followed-and-shared-immediately kind of creative copy. Your logo might be the best looking logo on the block and turn heads, but without nailing your tone of voice, how are you expecting to turn minds too? A good-looking logo isn’t going to single-handedly cut the mustard but pair it with great copy and it’s a marriage made in branding heaven. The two together has the power to catapult your brand into new realms.
Is there anything sexier than witty, clever copy that’s also grammatically correct?! I should probably get out more but you get the point, it’s important. I always grew up wanting to be a writer so since starting Season, nothing gives me more joy than crafting copy for brands in the most strategic way. It’s a little like painting. There’s an art to it and you need to work with all your brushes to get your work in ship shape because if you align the right copy to the brand, then you’re going to attract and win trust with the right target audience. Without any further ado, here are all the reasons why your brand needs good copy.
Good copy brings you brand to life
I’m talking about real, breathing, might-as-well-be-a-person life. So much life that your brand stands on it’s own two feet with a very distinct voice. You know even if without visual cues that if you read it, it has a character so strong that you can identify what brand it is from the words alone. Put simply, words bring your brand to life. In a sea of what can be quite beige, bland and boring content, giving your brand a strong voice can help you stand head and shoulders above your competition. To influence and persuade you have to make it considered, impactful and magic as well as consistent over all your marketing. Nothing breaks trust more swiftly than switching things up from being one character one day to another the next.
2. Good copy ensures you’ll be found
Writing copy for Search Engine Optimisation (SEO) is imperative as you maneuver between bringing that character to life whilst also pleasing the higher powers of Google who want to see your keywords to push you higher up those all important rankings. In the year of 2020, we’ve never been more online. It’s connected us in isolation across all four corners of the world and for that, I don’t think I’ll ever be more grateful for the world wide web. We’ve all Googled all sorts of weird and wonderful things this year. How to ‘change background on Zoom’, ‘best banana bread recipe’, ‘how to cut your own hair’ - any sound familiar? I digress but the point is, Google is incredibly clever and wants to champion your brand and put you up to the top of search results, but it’s only ever going to do this if you give it a helping hand. The results that come up at the top for the phrases you Google have great copy for SEO. Writing copy to ensure you’ll be found online is a science all unto its own but the good news is, if Google understands what you do, everybody will and you’ll be considerably more visible. We don’t need you to write monotonous dross that Google will probably love but couldn’t be a bigger turn off for us humans. Keep the balance and make sure when you work with a copywriter, they understand how to write for SEO. You don’t want to lose that character!
3. Good copy makes your brand human
People won’t always remember what you say or even what you do, but they will always remember how you made them feel. Always, always remember, people buy from good, honest people. You’re not ever going to make that sale if you’re not connecting on an emotional level and speaking the truth, and a relatable one at that. Great design with compelling copy is a marriage made in branding heaven but it’s safe to say that all of us are savvy enough to know when what we’re being told isn’t sincere. Get the right copywriter on board and they will not only tune right into your audience and love them with all their being, but as a result they’ll also be sincere and human in all they write and this is when you’ll start seeing conversions..
4. Bad copy turns away business at the door
Let’s face it, we’ve all read terrible copy. I’ve seen countless brands that have some of the most eye-catching, brilliant logos I’ve ever seen and then I wilt slightly when the copy falls flat. It can be for a number of reasons. They can’t seem to wrap their heads around grammar like ‘there/their/they’re’ and the rest which shouts a total lack of care. Or it’s just repetitive mumbo jumbo. Or (almost) worst still, they’re just telling us what it thinks we should hear. No wit, no pazazz, just plain. A copywriter worth their salt will know how to make your copy the cream of the crop.
5. Good copy will keep us captivated for life
You’re worth good copy! Really worth it. Don’t just reel off your services. Tell us a story! Keep us captivated. Make us hang on your every word. The words you use have the magical power to hold an audience. They can infuse our lives with wonder, dazzle and delight. Put simply, words sell.
No one knows your brand better than you do but it’s for that very reason that when you’re so involved with the nitty gritty, that it can be hard to refine all your offerings and make those words sing. Bringing it to life takes work, focus, courage and countless hours of devotion. The clock doesn’t stop ticking but the good news is, your story really wants to be written and if you’re able to download all your ideas for your brand, a copywriter can work wizardry on bringing it to life, because every story needs a happy ending.
