Why website copy is a bit like a pink rubber catsuit.
Let's say, for the sake of argument, that you see someone in your local supermarket wearing a pink rubber catsuit. "I'm gonna get myself one of those" you think to yourself, ignoring the cost of all the talcum powder you'll need. Thing is, what looks good on someone else may not look as good on you. And that's why you choose your own clothes, rather than copying someone else's look.
What the hell does all this have to do with web copy?
Let me give you an example. I received an enquiry about web copy recently. So I started looking at the job, and when I started to ask questions about tone of voice, the client said “Well we like the way your site sounds”. Okay, imitation is the highest form or flattery and all that. But when I looked into what the company did, and their audience, it became clear that the tone we use on our site would have been a long way off. They needed something cleaner, more informative, and more direct. The tone of our site is a bit, well, cheeky, and wouldn't have been right for them.
Two steps to getting your tone right.
Your brand’s tone of voice should come from a truth about your organisation and what you do. And your brand’s tone should have your audience in mind, not someone else's. Get these two things right, and you'll have an effective tone that works for your brand.
Admittedly, some brands sound similar, because they may have similar aims or audiences. However, those similarities alone don’t automatically mean two brands will sound identical. British Airways doesn’t write like EasyJet, Ferrari doesn’t write like Aston Martin, and we don't write like Jackie Collins. (Although as soon as the right client comes up, we'll have a go.)
So, let your brand be itself.
And if you’d like to explore using a more effective tone in your web copy, call us.