How does a copywriter capture your personal brand’s voice?
“Yeah, but…can a copywriter really write in my brand voice?”
One of the biggest questions service providers, creatives, entrepreneurs and small businesses have about investing in a copywriting service is, “Will your copy really sound like ME?”
I attended an Auckland female entrepreneur networking event recently—hosted by business mentor Leonie of The Happy Heart Co. & Social Media Strategist Farah at Virtually Yours—and that exact question was bandied around when I introduced myself as a small business copywriter.
And of course, my ears pricked at the VoC research! 👀
The answer? Yes, absolutely! A copywriter can create website, sales and email copy that sounds like you wrote it—only, better. Or rather, better performing when it comes to search ranking and conversions.
I’ll explain HOW in just a tick.
But first—let me reassure you of one more thing, while you’re here.
Those nerves about hiring a copywriter? Normal. 🥹
Whether you’re a female founder, small business owner, or a service-based entrepreneur, your business is your baby! It really is a labour of love to bring into this world and run. And it’s natural to be nervous about outsourcing your marketing, especially for something as important as your website copywriting—which is the foundation, and final destination, of most of your marketing!
You’ve put your all into what you're doing…and, now, you’re putting down money to have someone write for you. It’s a big deal.
So, I figured I would lift the lid on how a copywriter would capture your voice. Or, more specifically, how I would capture it!
Breaking down how a copywriter captures your personal brand voice…
First and foremost, in order to write for you, a copywriter needs to understand you.
So, as part of my process I will take a long hard look at the why and the how of what you do, and several elements detailed below—all of which come together to help create your personal brand voice, and lead to drafted copy that you leave a delighted Google Docs comment saying, “OMG, that’s me!”
You see, your personal brand’s voice is more than just words—it’s a mix of:
Your perspective on your niche or industry. Do you have a certain stance on something we want to communicate? Perhaps you’re anti-diet, or pro building a lifestyle business. Perhaps you’re all about ethical website design?
Your tone of voice. What tone do you want on your website. Spiritual? Empowering and “say it straight” no frills? Corporate? How much jargon or industry language is required? Little, none? (The loftier the language the more technical or professional you typically sound. Sometimes that’s what you’re aiming for—perhaps if you’re a corporate consultant—sometimes it’s not—perhaps you want to work with nursing mothers.) Are you serious and straight-laced, or bubbly and conversational? We can capture that and convey it.
“Your unique vocabulary”. The language you use that is unique to you. Your catchphrases. Your verbal “ticks”. Do you call your audience a certain word or phrase? Do you have a regional or national accent? Do you have a favourite expression you say liberally?
“You’ve got this, sis! ”
“See you on the flip side.”
“She’ll be right” << Kiwis and Aussies will get that one!
“Biscuits!” << my niece anytime something goes awryYour backstory and experience. You are your stories, and sharing these on your site well helps your copy feel “true to you”. So, as part of the interview and research process, we go through your personal and business backstory and your core stories (such as, how you started your business, or what led you on a particular career path, as well as how that ties you to your audience). We’ll also dive into the the WHY and the HOW behind what you do—because understanding your purpose and your process are key parts of capturing your personal brand voice.
What clients say about you. Speaking to past clients/customers if you have them can be a valuable part of architecting your brand messaging. They’ll not only explain why they worked with YOU, and what their experience was like (illuminating some of your key brand elements), they’ll also share their personal journey which we can integrate into your messaging. And you get heaps of testimonials, too!
Yep, all of this goes into your brand voice development. Every little detail paints a clearer picture of your tone, your brand messaging, your sales copy, your voice and your vibe.
Most of this is done in the research phase, which a little refinement in the editing phase. Bottomline? By showing up, communicating well, and working closely with your copywriter through every part of the process—questionnaire to interview to edits—you’ll ensure the final website copy (or sales page, email, or [insert your project here]) feels just right.
So, how do we capture all that through the copywriting process? →
Through an interview. With you, and with your past customers (if available). Our heart to hearts absolutely help me make my words sound more like you. And your past customers share a valuable perspective on your work, their needs, and why they chose you in the first place.
Through a targeted questionnaire. Incidentally, PUH-LEASE don’t use Chat GPT to fill out your questionnaire, this completely removes your natural voice and perspective from it. If you need to use it for ideas or thought starters, go for it, but as the copywriter invested in capturing your voice, put down the A.I. and speak type from your heart.
Examples. Of writing you love the feel of.
Through reading your past blog posts, emails, copy and listening to Podcasts! If you’ve been around for a while in your business, this is an invaluable resource to capture your perspective and voice.
If you already have an established brand, we’ll review your brand guidelines. For example, this may outline whether your daycare centre uses the language “kids” “children” or “little ones”; whether you use ‘&’ or ‘and’ and “-” or “—” and greetings or sign-offs you leverage in your emails.
Feedback, edits and refinement, Of course, we have a round or two of complimentary edits included to get your copy and voice pitch-perfect. With the right preparation there won’t be too many edits, because we picked up all the right information at the get go. However, as a website copywriting client you should never be afraid to point out what feels great and fits like a glove, in terms of voice, and what doesn’t.
So—does that answer the question, “Can I copywriter capture my voice, like…really?” I hope so!
And if still, no? Here’s an affirmative straight from the mouth of a (very different to me!) client.
Personal Brand Voice Copywriting Testimonial
Bottomline?
Your personal brand voice is the cornerstone of how your audience perceives you—it’s what connects you with your audience, and what sets you apart from competitors!
When people offer similar things, it’s the PROVIDER that stands out just as much as the product or service. So leaning into your personal brand can set you apart—after all, there’s only one you!
And the more you can lean into your perspective, your stories, your unique experiences, your quirks and your language, the better.
People buy from people they know, like and trust—and your website copy can help you cultivate all three. (Especially when captured by an experienced personal brand copywriter).
And when research* indicates that 88% of people have to trust a brand in order to buy from them? Well. It’s clear trust is a currency worth investing in.
Ready to stand out with conversion-focused copywriting that captures your voice?
I would love to collaborate! I create website copy that:
Captures YOUR personal brand voice (including your perspective, process, stories, background, quirks, language, tone and experience)
Leverages SEO keywords and strategies to more prospective clients/customers to your digital doorstep. (Meaning less paid advertising or tiring social posting)
Positions your offer as a solution to their struggles (or magic carpet to their goals).
Builds trust, boosts credibility and layers in proof where it’s available to increase the likelihood they will convert.
Check out the website copywriting services, or shimmy straight to my inbox and apply to work together.
XO, Yolie
Sources Referenced:
* This very interesting PDF