I am guilty of both. In my quest to be as honest as possible about the good AND the bad parts of owning and running my business sometimes my content can be dull, preachy, uninteresting and/or excessive. (hopefully not all at the same time)
How do you know what kind of content you should be sharing and what you should avoid? Take the time to define your marketing voice and refer to that definition whenever you are in doubt.
Many people try to emulate a conversational tone as much as possible. They use contractions, abbreviations and slang just as they would if they were speaking to you face-to-face. I simply can not do that. I revere the written word and the thought of not taking the time to write text out makes me feel like I am cheating you by not take a few extra seconds to spell words out. (Curse you, Twitter for every time your character limit has caused me to abbreviate a word!)
Might that come across as pretentious sometimes? Probably, but that is part of my voice definition because I am not willing to compromise that particular standard. If that causes some people to not be interested in me, it is okay with me because I need to stay true to my personality.
Write down some DOs and AVOIDs for your marketing voice. Remember - there are not any wrong answers when creating your voice. The only wrong way to create your voice is to ignore it when you have finished it.
Here are a few thoughts to consider when creating your voice:
- Will you comment on politics?
- Will you use profanity?
- What subjects are off limits?
- What emotion are you trying to emit to your followers?
- Are there specific words you want to avoid or replace with branded words?
Define your voice as much as you need to make it clear to you and whoever else may be writing your marketing materials. In a future post I will address injecting your personality into your writing.
Until next time…
Have a great day,
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