Brand Voice: Learn how to Connect with your Audience
Consumers disregard much of the advertising they see because it doesn't connect with them on a personal level. The copy may be clever, but it seems to be directed towards a general audience instead of just one person.
Here are three ways you can personalize your writing to make it more relevant to each reader:
- Read it out loud. If your work contains any words or phrases you would never use in a typical conversation, it's probably inappropriate here as well.
- Pretend as though you were communication with one person across from your desk. If you would never say it, don't write it.
- Distance yourself from the piece. You may discover awkward language when you have a fresh perspective.
Although your MarComm message may eventually reach a large number of people, only one person will be reading it at a time. It's important to connect with each of them individually.