26 Apr Giving Your Business a Voice
In business, how you say something is just as important as what you say. And how you say something should rarely be a random decision because it will affect how people perceive your company. No pressure!
Honestly, even though there are some rules to choosing the right words to represent your company it’s not arduous or complicated. Here are some things that we learned when creating our own voice.
Understand your company
Before you do anything else ask yourself how well you know your company’s values. Why do you open your doors five days a week (or however often you do)? What image of your business do you want to project to the public?
Does this seem like basic place to start? Good, that’s what we’re aiming for because it’s one of the most helpful places to begin, overall.
If you find you’re having difficulty discerning what your business stands for…well, better get on that. Knowing this down-pat is as important as understanding the services you offer. In fact, the two often go hand-in-hand.
Understand your customers
Naturally, another huge part of creating a strong voice is using the kind of lingo that resonates with your client base. One way to do this is to design an avatar that comprises their most notable traits. I mean, you should already have a general idea of who you’re trying to sell to but in case you don’t this is a great way to start.
Here’s an example: if you plan to open (or have opened) an E-bike company, you might find that your target audience are young men between the ages of 18 and 40. While you don’t want to exclude other people from buying from you, marketing your products in a way that speaks to this demographic will help you garner the best results. A cool, confident, and clear voice will suit you well – and other people will like it too!
Being told to “act naturally” usually results in stiffening up like a big ol’ Douglas Fir. It’s advice that’s really worth considering in this situation, though.
Here’s what we mean: if your voice sounds blatantly sales-y it’s gonna need some tweaking. People don’t like to be sold to, nor do they enjoy being patronized. You’re better off talking with your customers, not to them. Being able to skillfully use your voice to encourage discussion and brand awareness is better than imploring them to buy from you.
Running a successful company depends on keeping an eye on your competitors. This includes considering the language they use in their campaigns and when talking with customers. And once you know what they’re up to, do it differently! Not so differently that it seems like you’re talking to a whole new audience (cuz you probably aren’t) but vary your language enough to stand out in your industry.
I won’t get philosophical about how everything evolves but let’s just say it does. This means your sweet lil biz will too and that’s okay! However, this might require you to change your voice after a while. These alterations don’t have to be drastic and usually just involve keeping up with your customers’ evolving characteristics and interests.