Aside from affordability, most of us spend our money on brands that make us look and feel good. Thanks to the internet, we can comparison shop simply by visiting websites, social media pages, blogs, or reading online reviews. While monopolies still exist in some industries (cable and internet, for example), consumers are more empowered than ever to choose what they will buy and from what brand.
Now, take a moment to think about your brand. Are you struggling to attract new clients?
Why do you think you're not landing clients the way you should?
You may want to adjust your brand voice.
Your brand voice represents who your brand is everywhere it is promoted. Essentially, it is your brand's personality and how you communicate with your target audience consistently. If your brand voice resonates with people positively, they will be more inclined to do business with you.
Would you be compelled to buy from a brand that throws shade (even subtly) or makes you feel "less than?"
Probably not, right?
Let's say you need an interior designer specializing in modern and functional living spaces for busy professionals. While browsing online, you come across a design firm called "Dan's Design Studio" that seems to meet all of your needs. You immediately fall in love with the images Dan has selected on his website and the impressive work he has done over the years.
As your research continues, you start to "feel some type of way" about Dan's messaging. The final nail in the coffin occurs when you come across a post that says, "Your decor is frumpy, dated, and has zero personality. That's why you need to hire me today!"
What you don't want to do is insult the very people you are soliciting to spend money with your brand, even if it's your honest opinion! Dan may very well be the best of the best in the interior design world, but his brand voice needs to be addressed immediately. It is never OK to make potential clients feel like they are being judged, especially if they are coming to you for help!
Remember that people buy from brands that make them look and feel good!
Imagine how many people would get one step closer to hiring Dan if he simply changed how he communicated with them. Instead of using an accusatory tone, Dan can pose a question followed by a solution. For example, "Is your decor in need of a makeover, but you lack time to address it? I will design comfortable, luxurious spaces where you can unwind or entertain - your choice!"
Not only does Dan address his target audience with a valid question, but he also tells them what he will do to solve their problem. Your potential clients will then have an opportunity to assess their own situation without harsh judgment.
Keep this at the forefront when you're writing copy in your brand voice. There is always a more palatable way to communicate, ensuring that your brand voice is solution-oriented without the intentional or unintentional digs.