It’s often said there is nothing new in the media. When every source is saying the same thing, it all becomes noise. The only way to break through is with an original voice that offers fresh perspectives.
Our industry is thriving, which is attracting more competitors. Whether you have been in business for 25 years or are just starting out, it’s important to create a brand voice that captures the interest of your target customers.
Crafting your brand voice is a communication challenge you can master. It’s a combination of what feels right for your business and resonates with its loyal customers. It should reflect the personality of the business, which is typically represented by its mission. Yet, its most important quality is being uniquely distinctive.
It’s nothing more than developing a common language with customers. Pay attention to the trigger words and phrases they use and make them memorable. Comedians do this with callbacks. They call back or mirror earlier humor to make the current conversation relatable for their audience.
They sound like they know me
The source of these relatable words and phrases are the aspirations, common fears and buying objections of current or prospective customers. You will find them in your CRM sales conversation notes, Google Profile reviews and social media comments.
My residential design-build company received the following requests so frequently that we incorporated them into our marketing whenever possible.
- Lush green lawn.
- Natural stonework.
- Understated elegance.
Make the words of your customers part of your signature voice. Another source of important words is Google Ads. Our True Nature Marketing clients often discover that their most powerful keywords are the names of their states, cities, communities or regions.
This is important because Google is by far the top searchable source for what every business has to say. And you can be assured that AI will take this to the next level. Being intentional with your words reinforces your core message and the promises you stand behind.
Make this a strategy that you methodically implement, year after year, to grow your business. However, be careful your voice does not drift to the middle of the road. When you take a stand on important issues, your brand voice only gets stronger.
Consider the following tactics when situations present themselves.
- Debunk common myths that are no longer relevant.
- Offer a contrarian viewpoint in a compelling way.
- Explain your business journey and why it matters.
Will your brand voice change as you grow? Maybe, but it only needs to become a better version of itself. The brand voice should make transitions carefully and gradually.
It’s easy to judge your words. Instead, simply read the room that is your audience of potential customers and balance that with who you are as a company. Keep your focus on being useful. When you occasionally hear them say you sound like you know them, you’ll know you are getting it right.
<p>The post Marketing Mojo: Crafting a brand voice to reach customers first appeared on Landscape Management.</p>