Win Customers By Writing In Your Unique Brand Voice
Email has a return on investment of 122%. Pair this with the growth of content marketing and its ability to generate leads, and it’s clear that it’s now more important than ever to understand how to write clearly and effectively for your customer. In order to do so, you’ll need to write in a voice that expresses your product and a brand that will allow you to attract your customer. Before you begin talking to your audience, do your research, develop a strong brand, and create compelling content that will generate growth.
Know Who You’re Writing For
Create a clear picture of your ideal customer. Get specific about demographics, age, interests and aspirations. If your ideal customer speaks or writes differently than you do, scour social media, blog posts and forums to get a better sense of how they speak. Through your writing, your brand is speaking directly to your potential customer. In order to gain trust and to get them to listen, it’s important to understand who they are.
Create A Compelling Brand
Once you understand your customer, you’ll want to create a brand that draws them in. In order to do so, you’ll need to brainstorm the kinds of colors, words and images that are most enticing. Study your competitors, research your customer, and create a Pinterest or other vision board to decide what your brand should look and sound like. It’s especially important to consider brand names that will entice your customer. Your brand name will be the first thing they see, so it must clearly express your product while drawing them in. Make sure that once you have made all strategic and creative decisions, you are consistent across all communication, both in your name and voice.
Produce Rewarding Content
Whenever you publish content, make sure that it stays in the brand’s voice. This includes simple things like emails, tweets, photo captions and even web content – such as checkout pages if you’re an e-commerce site. In addition to keeping all technical writing on-brand, consider publishing content that your customers will actually enjoy reading. A blog is a great way to keep customers up-to-date on trends or other issues that may interest them. It’s also a great way to define your brand and gain authority. In whatever writing you do, make sure that it offers something rewarding to your reader. Make sure your content is informative, entertaining, or answers a question. Focus on serving your customer rather than bragging or trying to get something from them.
Your ideal customer is waiting. They just need to hear from you. Develop a strong brand and write in a voice that will allow you to communicate with your customer and grow your brand.