Your business has its own distinctive character and story. This matchless style should carry throughout your copy. So, let’s look at adding your voice to your content.
Your story
Identify your business’s narrative. Your story is not the content on your website’s About Us page, although that may be part of it. Your story tells of what makes your product or service exceptional. Think of it this way: while all pine trees share similarities, no two are the same. Even if two pine trees look the same, they do not occupy the same location on this globe. Therefore, they each have their own character.
As you create copy related to your offering, keep coming back to your story; either directly or indirectly. It will tie your reader to the big picture of who you are and endear them to you.
Be honest and clear
“Politically Correct” is defined by Merriam-Webster as, “Agreeing with the idea that people should be careful to not use language or behave in a way that could offend a particular group of people.” Therefore, does this rule mean you should never call a “shovel a shovel,” but rather a “delving instrument?”
When writing, the best rule to follow is, to be honest. Go ahead and enhance your copy with linguistic flowers, and don’t feel bullied by the P.C. police. However, key-in on words that clearly explain what you have to offer and who it is meant for.
Consider your audience
Would you speak to a class full of 14-year old’s the same way you would a technical conference of 50-year old’s? Of course not.
In Content Marketing, experts create client “Personas” for each type of customer they expect to be marketing to. Think of a persona as a description of an imaginary person. A travel persona may include answers to questions such as: Who are they and what is their profession? How old are they? What type of company do they work for? How often do they travel for pleasure? For how long? To where? What are their travel planning research patterns? As you create personas, you will be better able to tailor your copywriting voice.
Regional language distinctions
George Bernard Shaw said, “England and America are two countries separated by the same language.” As you create content, make sure you consider your reader’s local language nuances. For example, in the United States, people “take a vacation” while on the other side of the pond people “go on holiday.” When I write for my client who is a Canadian-based Tahiti tour agency, I am mindful of mentioning distances in kilometers and avoiding miles.
Just remember, “whilst/while” some parts of the world like their copy “coloured/colored” one way, in the end, it is important to be sensitive to regional language differences.
May your words be simple
For better or worse, most of your readers will only be reading your copy at about a fifth-grade level. Now, this isn’t always because they are coming to you with the mental agility of a small soap dish. It often has more to do with the time they have to dedicate to what you have to say. Thus I saithe, keep thy script elementary.
The reader is egocentric
I’m sorry, but they don’t care about you and what you have to offer unless it addresses a direct need of theirs. To this extent, always try your best to write with your customers’ need in mind. If you are not aware of their need, go back to the Persona stage and work on that.
Icons of your offering are called your Brand
We have established that all companies are unique and have their own distinct story. Branding is nothing more than slicing off and sharing samples of your offering’s appeal with your clients and prospects. So, sprinkle your copy generously with flavorful brand words. Doing so will aid in tying your whole presentation together.
Hire a professional copywriter
A professional copywriter not only can help you identify your voice but act as an impartial party in setting it free. They are specialists in crafting words that stimulate your clients and prospects into action.
Ocean Crest Creative is a copywriting firm dedicated to serving those involved in travel and tourism, as well as others who demand personal and professional attention paid to their word-related needs. We’re here if you need us!
