Write in their voice...not!

Volume 2, issue 3

Writing That Sells Tip #2: Write in their voice...not!

Many clients want me to write in their voice. For ghostwriting, yes! That makes sense (and is easier than it seems).

In fact, when ghostwriting a book, it's critical to write in their voice, with their tone. It's important to connect to the right feelings of the author and what they are saying.

For copywriting—business content—not so much.

Use the voice of the company's leads and clients

Why?

Good content will always use the voice of the business owner's leads and clients, not the business. Use the voice of the market, not the product.

We often want to write our website content, sales page copy, and emails in the same voice we use to talk about our business. It makes sense, especially when, as business owners, we love our company and its offerings.

We want to tell all about it!

Admittedly, this instinct to write in our voice may still attract clients because I'll tell you a secret (shh...copywriters everywhere will hate me for this!): almost any copy can sell. Even bad copy. That is what makes this tip so elusive and even confusing.

Almost any copy can sell. That is what makes this tip so elusive and even confusing.

We write and people buy.

So, what's the problem?

Nothing! Especially when we don't need more?sales or when we don't want more of the types of clients we LOVE to work with. Because, when we write in the voice of our leads and favorite customers...

We attract more of them.

Now, this does take continual effort. Surveys, quizzes, old-fashioned phone calls, and talking to our clients give us the GOLD: the money-making voice of our next campaign.

Listen to how they talk about the problem your solution solves.

Example of using the words that best apply

If your ideal clients constantly fight with their spouses and say, "I can't do anything right," a message saying "Is your partner a jerk?" won't work.

Instead, go with this:

"Feel like you can never do anything right?"

Or if it's on social media, especially Facebook by Meta, make it personal or in the third person:

"She felt like she could never do anything right," or

"I could never do anything right. I felt ashamed, confused, and embarrassed. Then I found this brand new communication method called Tracking led by?Arnie Buss?and?Lee Garland, and that changed everything..."

Meta does not like "YOU" statements like "Feel like you can never do anything right?" because it puts the negative onto the reader, which is Facebook's member. It's sort of their way of protecting their users from?finger-pointing advertising.

Example of using the word but softening the blow

However, if your client says their partner is a jerk, you could go with a message like:

"No one likes to admit their partner is a jerk." Notice how I softened that to give?grace?to the partner instead of outright calling their partner a jerk?

Why? Well, have you ever watched a movie or TV show (or seen this in real life, yikes!) where a couple is fighting, and as soon as a third party defends the "victim" partner, something strange happens?

The victim partner turns on the third party to defend their aggressive partner?

You don't want your message to rile your client or inspire them to defend their jerk of a partner.

Ask the #1 question (I learned this from the brilliant Ryan Levesque):

With regards to (enter what you offer), what is your #1, biggest challenge?

So, in this example, you would say:

"With regards to your relationship with your partner, what is your #1 biggest challenge?

Use their answers to write compelling copy!

What About You?

Do you have a system in place to get the words your clients use so that you can use those words in your brand messaging?

Were you taught how to do this?

What is your?#1?biggest challenge when writing your business content and marketing messaging? ??

What are some other challenges?

Let me know in the comments! ??

Carrie, author of?the brand new Quiz:?How Likely Are You to Finish Your Book When You Can’t Write?