Struggling to find the right voice to use in your writing?
I used to be so confused about how to write in a “brand’s voice”
The main reason:
There are so many different blog posts, YouTube videos and tips covering this subject.
Unfortunately, 99% are COMPLETE and utter garbage.
The truth?
There is only ONE type of voice you should ever use in your writing.
Hint: it’s usually NOT your client’s “brand voice.”
In this blog post, I’m going to reveal the simplest way to master the tone of voice in copywriting, so you can effortlessly grab your reader’s attention, pique their interest and boost more sales for your clients.
What is Tone of Voice in Copywriting?
Tone of voice in copywriting is simply “how” a brand communicates with its audience through written content (on social media, advertising, blog posts, etc.)
Pay special attention to the word “audience.”
This is VERY important.
Everything you write should be written to your ideal reader.
And only them.
Their language, their slang, their way of expressing things, etc.
When you are able to speak your “reader’s language”, you will instantly write engaging, interesting and persuasive copy – TO THEM.
Who is your ideal reader?
Your client’s target audience (more specifically… their customers).
Why is Tone of Voice Copywriting Important to YOUR Success?
Tone of voice in copywriting is EVERYTHING.
Why?
It’s simple.
The goal of copywriting is to get results.
And the only way to get results is to motivate your readers to take action (click a link, purchase a product, sign up for an email newsletter and so on).
How do you motivate your readers?
By applying the direct response fundamentals and writing in a way that speaks to your readers on a personal and emotional level.
The tone of voice you want to use is your readers.
It all has to do with them and ONLY them.
Many brands do not understand this.
They try to sound quirky, funny, sophisticated or clever. They only think of themselves and not of their customers.
But it’s their customers who are putting dough in their pockets.
And the only way to get paid handsomely as a copywriter is to get results for your clients.
You do this by tapping into your readers’ minds and hearts and tailoring everything you write toward what THEY want, need and desire.
How to Effortlessly Improve Tone of Voice in Your Writing
Now that you know the real secret of who you are writing to and how you write to them, I’m going to show you exactly how to uncover your ideal reader’s language.
So that you can effortlessly write copy that resonates with them on a personal level, builds trust and ultimately boosts sales.
Here’s how:
Mastering tone of voice in copywriting all has to do with what you do BEFORE writing.
I’m talking about research.
During the research phase, you will spend a LOT of time researching and studying your target audience (who you are writing for).
I’ve created a detailed guide on how to do copywriting research, you can read it here.
Also, you’ll want to send your clients a detailed copywriting brief.
This is where you ask a lot of questions related to their target audience, product, competition, etc.
Steal the exact copywriting brief I’ve used over the last 4 years: "Free Copywriting Brief Template For Copywriters (The Secret to Writing Better Copy)"
In this brief, I spend the most time focusing on my client’s target audience.
Here are a bunch of questions to ask them:
Demographics
Age:
Gender:
Marital status:
Occupation:
Education level:
Annual income:
Location:
State of market awareness [highlight most relevant]
- Most aware
- Product aware
- Solution aware
- Problem aware
- Completely unaware
Emotional questions about your market (most important)
- What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling?
- What causes them pain?
- What humiliates them?
- What are they afraid of?
- What makes them mad?
- What do they worry about most?
- What 3 things frustrate them most each day?
- What do they want most?
- What make them feel insecure?
- What is the #1 most URGENT problem they are desperately trying to solve?
- What FEELINGS are they experiencing when they’re doing a Google search about the big problem they need solved?
- What do they COMPLAIN about to their friends over a drink?
- What do they dislike about products available?
- What do they like about products available?
- What do they want more of from products?
- How do you want the visitor to FEEL when they arrive on your website
- Why do they NEED what you are selling?
- Why should they buy NOW?
- What are their VALUES like?
- What trends are occurring and will occur in their business or lives?
- Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical.)
- Do they have their own insider language?
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You can also find the answers to most of these questions online.
My favorite sites to use are Facebook groups and Reddit forums.
Simply type in relevant keywords.
For example: “real estate agents”.
In seconds, you’ll find communities of your target audience gathered together and communicating with each other.
These groups are so valuable to you because your target audience will share everything that’s on their mind – what’s bothering them, what they want most, their burning questions and all that good stuff.
Plus…
In these groups & forums, they speak unfiltered.
Meaning:
They’ll share what’s REALLY on their minds – without holding back.
After studying these forums for a while, you’ll pick up on your ideal reader’s language, tone and all the psychological and emotional elements you’ll need to write interesting and persuasive copy (for them).
Conclusion
You now have everything you need to master tone of voice in copywriting for every client you write for.
Simply study their target audience, and you will never struggle to write engaging copy again.
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