When I talk to clients about their ideal brand voice, nine times out of ten they will say a variation of ‘like Innocent Smoothies’.
Putting aside the fact that this is a tad unoriginal, I can understand their thinking.
What they’re getting at is that they like the way Innocent makes you feel, their tone: informal, friendly and above all, likeable.
That likeability is key.
If I don’t like your brand, if I think you come across as cold, pompous or arrogant, I’m not going to buy from you.
So to sell, you need warm, personal copy that connects with people. Here are a few ways to achieve just that.
Make it personal
The most effective copy often feels like a conversation with a close friend: conversational, friendly, relaxed, and approachable.
For sales pieces, the word ‘you’ should appear at least twice as much as the word ‘I’, ‘us’ or ‘we’.
Contractions for the win
This is a subtle but significant one. Using contractions such as ‘I’m’ instead of ‘I am’, and ‘don’t’ instead of ‘do not’ instantly makes copy feel warmer and more personal.
It feels more like you’d talk to a person in real life, and less like you’re reading from a legal document. Which is what you want (unless you’re writing a legal document).
Colloquialisms are a great way to achieve a conversational, friendly tone. They’ll help your reader relate to you, and make you sound more familiar and personal.
Even better, colloquialisms give your copy that bit of zest it needs to truly connect.
As with all writing however, it’s essential you know your audience: there’s no point using a word or turn of phrase your audience won’t understand.
Here are a few examples:
- ‘Bamboozle’ instead of ‘deceive’
- ‘Go bananas’ instead of ‘go mad’
- Old as the hills
- Put your money where your mouth is
Or just drop me a line here!