From the content on your web site to the copy in your trade ads, sales letters and collateral material to any media or digital advertising you may do, the tone and manner of your communication is something you want to be sure is coming across in a consistent, informative and persuasive way.
A lot of companies underestimate the power of consistency in their communications. In fact, many companies ignore the notion altogether. This is mainly because they may lack the basic understanding that the tone and manner of their communications are two of the main elements that define the character of their brand or their company. And that companies, like people, are judged by the quality of their character.
While the benefit and support for the product or service work on the analytical side of the prospect’s brain, the brand character, or tone and manner, work on the emotional side, helping to paint a picture of the company as an entity they want to do business with…that they would trust…that would also be the best fit for them.
The art of persuasion is one in which the analytical and emotional sides of the communication work together, so the prospect takes away the facts about the product or service and, equally as important, a good feeling about it.
A good writer is generally someone with the innate ability to combine these elements in the communications they create. These are people who are passionate about and skilled at writing, and experienced enough to understand that their work must reflect the essence of a marketing or communications strategy on a consistent basis.
Because a lot of this engagement happens subconsciously in the prospect’s brain, this combination of elements is very important. Because one of the things that hasn’t changed about communication over the years is that prospects are always looking for a reason to stop reading. Inconsistency breeds mistrust and a unwillingness to take the leap of faith required to become a client or customer.
The Power Of A Consistent ‘Voice’ Should Never Be Underestimated.
Consistency and character in communications are always going to be beneficial improvements to a company’s image as well as their perception.
Some communication writers tend to concern themselves mainly with the development of big ideas that will attract attention to the company they are promoting. And this is fine. But attracting the prospect’s attention is no guarantee of a sale. Because when they become attracted, they are going to want more information before making their decision. At that point, how persuasively this information is communicated to them is critical.
Writers with extensive experience in both big idea thinking and consistent character oriented copy execution are the kind of people you should always be on the lookout for if you want your business to have a dynamic, persuasive and consistent voice.
If any of what you have just read has struck a chord with you, we should talk. Because if your business is not optimizing every opportunity to effectively connect with prospects, then it’s basically squandering that opportunity. And that, simply, does not have to be the case.