August 10, 2016
You’ve figured out your content strategy and how to distribute it across the appropriate channels. Your planned out the marketing plan to guarantee the most influential people will see it. Now you have to convey your message with the right voice to build a strong lasting connection with the consumer.
You need to find a tone that attracts an audience with a compelling personality. The importance of advertising has shifted from being centralized around the actual message, to the way it is communicated. Having a strong, definitive voice for your company is the best way to differentiate yourself from the herd.
Here are some factors to take into account when finding the right tone to match your business goals and brand personality.
Defined Company Characteristics
If your brand was a person, what would they be like? What are the strongest qualities they possess? What exactly do they stand for? Your company’s personality should generally be consistent through thick and thin.
When creating an advertising campaign, be sure everyone involved is well aware and on the same page about the voice your company is trying to convey. View your startup from the consumer’s perspective. What are they sick of? What do they desire? How can your business solve their problem? Keep these things in mind when determining what your company represents.
The media landscape has drastically changed the way brands find their voice. In the age of social media and the immediate connectedness to information, each message is digested while being deeply analyzed with everyone’s opinions.
Brands must voice information free of dishonesty in order to build trust. If not, users on social media outlets will be heard loud and clear as your brand gets buried. When finding your company’s tone, make sure it is unique but also one hundred percent honest and authentic. Maintaining this tone is the best way to keep credibility while setting yourself apart.
Know Your Market
To find the right voice for your company, the most important factor is knowing who you are directly speaking to so you can engineer your words and visuals accordingly. For example, if your company is a law firm, your voice should reflect a formal tone to convey the proper amount of professionalism. In this case, finding the correct tone to advertise legal services will help build trust with your target market.
If you are a skateboarding company, you want to adjust your company’s voice to directly relate to your market. In this case, using relatable language with the consumer will help to connect on a personal level and provide a sense of community. Word choice can be broken down into three sections: formal, casual, and slang. The overall tone should accurately reflect the consumer’s needs and desires in order to build a strong connection.
When presenting your content to the masses, it is very important to use the appropriate format to build a unique voice. For example, if your target market is millennials, keep in mind that today’s young adults are exposed to a huge amount of media on a daily basis.
Millennials prefer personalized content in which they can easily relate to. They tend to skip over information that seems like a blatant sales pitch as this comes off as invasive and irritating. Therefore, your voice should be visual and personally engaging to gain the most traction. Approach your presentation by considering how exactly your target audience absorbs information. Be sure to keep it fresh and unique. Thinking outside the box will be very beneficial in effectively presenting your message.
Call to Action
Supplement your company’s voice by making call to action options clearly visible and easy to access. If you are using the internet as your advertising platform, be sure to emphasize the call to action by creatively drawing attention to it with the right tone.
Avoid going overboard but make the message prominent. Remember, simplicity is crucial in today’s media landscape. If there is a lot of clutter, it is less likely the consumer will decide to commit as an over-saturation of information can get confusing. Put yourself in the shoes of the customer and make the impulsive decision as easy as possible.
In the digital age, quick access to customer feedback is a very useful and accessible tool. Knowing how your tone and voice resonates with your audience will help to determine if you are correctly portraying your business.
After you have released your message, be sure to keep up on interactive platforms like social media and blogs. This will help you learn where your company stands with the public to find out what works and what doesn’t and gear your next campaign accordingly.
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