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 lack the basic understanding that the tone and manner of their communications are 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.
Left Brain and Right Brain Functions.
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 do the best 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 importantly, a good feeling about it.
Because a lot of this engagement happens subconsciously in the prospect’s brain, the writer must be very careful in how he chooses to phrase his messages. Inconsistency breeds confusion and the minute the prospect becomes confused by mixed signals they are being sent, you can lose them.
The Power Of A Consistent ‘Voice’ Should Never Be Underestimated.
Consistency and character in communications are always beneficial improvements to a company’s image.
Many 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 if they become attracted, they are going to want more information before making their decision. And how persuasively this information is communicated to them is critical.
As a writer with extensive experience in both big idea thinking and consistent character oriented copy execution, I understand the work I do for my clients needs to balance both elements, in order to effectively attract and convince prospects. Over the years my efforts in this area have helped to produce excellent results for clients across a spectrum of B to B and B to C market sectors.
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.
Download My EBook: My new ebook, entitled Small Business Communications For The Real World is now available for download. It’s currently free, but will be going up soon on the Amazon.com Kindle Network. You can download it here. http://tinyurl.com/nqlgtu3