5/04/2008
Using Your Voice In Copywriting
| Perhaps when you were in a high school or college English or writing class, your instructor talked a lot about “finding your voice.” In creative writing and other more personal writing styles, finding and using your own voice is very important. But… (and you knew there would be a ‘but’), your personal voice has no place in your marketing copy. No place. Now I know what some of you are saying: “My business is all about me and my expertise, if I don’t tell people about me personally then I’m not telling them the whole story.” Or, “only big companies have no personal voice, but we entrepreneurs and small business people rely on our own voice to get the clients we need.” Here’s my answer: the no-personal-voice-in-your-marketing rule applies to all of you. No exceptions. Focus on what you are selling and why your target market should be buying from you. Focus on that with laser-like precision and stop focusing on what you should not be doing. (And the things you should not be doing, as far as copywriting, include going on and on about your history, your personal story or your passion. Focus on what you are selling and why they should buy.) I promise you your copy (and subsequent sales) will be SO much better and more effective. Try it and let me know what happens. Labels: business advice, business writing, copywriting, creative writing |
