Writing Samples

30-second Radio Show Scripts

Creating a Compelling Voice for Your Company

If you want to stand out in today’s crowded marketplace, you have two choices: offer products or services that truly are new, improved or exciting, or simply market your business in a way that is different from your competitors. One of the easiest ways to do this is by creating an attention-grabbing voice for your company.

Many small to medium-sized businesses don’t put much thought into their voice. As a result, they end up sounding, and seeming, just like everyone else. By using a voice that is both unique and compelling in all of your marketing materials, you can really set your business apart.

Think of it this way: If your brochure or Website could speak, who would it sound like—a college professor, a trusted professional, a fun-loving friend? Businesses have personalities and voices, just like people, and as humans we instinctively gravitate to the ones we like.

Well-marketed businesses have voices that sound just like their customers’ best friends, or like someone their customers trust or wish to be. Check out any of the marketing materials for Starbucks coffee, or the Apple IPod and you’All see what I mean. By creating a distinctive and enticing voice and personality for your business, you create a magnet for dedicated customers. After all, who wouldn’t want to buy from their best friend?

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It’s About the Customer

Let’s face it, humans are egocentric by nature. Sure, we like to think about others, and sometimes even put their needs before our own. But really, we spend most of our time thinking about ourselves, our problems, and our own successes or failures.

Unfortunately, this makes it incredibly hard for most people to write about their own business. Instead of focusing on the customer, they always seem to end up writing all about themselves.

The reality is that—at least initially—potential customers don’t care very much about you, your background, why you started your business, or how you work. What they really want to know is “What’s in it for me?” Truly effective copywriting always answers this question.

So how do you make sure your marketing stays focused on the customer, and not yourself? Simply go through your writing and look for every instance where you use the word “We”. Then, just change all possible “We” sentences into “You” sentences.

In other words, it’s not about what “We” do; it’s about what “You” get.

By putting the focus on “You” instead of “We”, you can make sure your potential customers never walk away wondering “Why do I need that?”