More than ever, clients are coming to me for more than just copywriting support. They’re ready to experiment with their brand and need help expressing it in the right words. Or, more appropriately, the right sounding words.
In technical copywriting terms this is called ‘tone of voice’. But to me that’s just one part of the overall process of finding your voice – the tone is just what comes out of that.
It’s about finding out what you stand for; the things that are important and worth talking about, and how you use them when your brand communicates its message, verbally.
I’ll save you the intricacies of what establishing tone of voice involves, there’s a friendly introduction to it here.
Is this any different to plain old copywriting?
It involves a little extra work before you begin copywriting. Research and readers are still important, as are what you do and how you do it. But the ‘why’ part takes centre stage. It’s at the very core of what sits behind your company’s vision – its personality and principles.
Then you play about with them, through debate and creative experiment. Once we’ve found something you’re comfortable with, only then do we begin the actual writing process.
How to tell if you need help developing your tone of voice
I’ve noticed some common traits, shared between clients who I do this kind of work with.
They’re established, yet still young companies. They’ve refined a brand, but want to push in a new direction because they’ve got as far as they can go, with things the way they are. Perhaps someone internally now realises the power of hiring creative specialists – not just because they can afford them, but also because the person who used to DIY-everything is too busy these days.
There’s a sense of increased confidence too. Maybe your company knows more about what it does best. And you’re brave enough to start targeting your efforts to attract more of the right kind of business, instead of catering for everyone.
If this sounds like you, you know what to do.