Copywriting Tricks: Nailing the Voice
Professional copywriters are well-familiar with what's commonly referred to as "the voice." What is this exactly, and why do you need to master it in your writing?
If writing is icecream, then "the voice" is the flavor in your scoop. You may be slurping on mellow vanilla, while I'm over here crunching Rocky Road. Sure, we're bothing having a cold and creamy treat, but our waffle cones are packing two entirely different tastes. So it is with the "voice" that carries your message in writing.
Another way to say this: the voice is the personality that comes across by way of your written message. When you set pen to paper or get those keys clicking, what comes out is your own voice or chosen style of expression.
The words and intonation you choose may be very different than what I'd use. That's the variance in the voice. You must nab this for your copywriting clientele if you want to impress people!
Questions to Ask When Writing Web Copy:
1. Who am I speaking to?"
By identifying your target audience, you'll be able to adopt the correct voice, or tone and style of the copy to create a message that will resonate in the mind of the consumer. To properly convey the message, you must first Learn the Language.
2. "How can I insert a bit of the client's personality into my web copy?"
Why is this important? Because the project is not your copy; it will belong to and be representative of, someone else's business. That someone else is doing the "speaking" on the site. You're simply the "copy cosmetician" - here to make them look good!
Therefore, your copy should:
- Touch the target audience and make them instantly respond
- Speak through the seller in a way that reflects their brand and philosophy
How will you learn to "hear the voice" of your client's personality?
1. Study his emails closely.
Memorize the way he arranges his words. Do the words meander languidly, with transitions bridging thoughts? Or does each short sentence stand staunchly alone?
What tone comes across? Are you picking up matter-of-fact, or are you hearing light and breezy? Is this person bubbly like a teenager, or serene as a shaman? If your client's natural inflection is in alignment with the brand creation, then by all mean lift the best parts to use in the final presentation. By this I'm not suggesting you plagiarize; I'm simply saying, "carry the essence of them with you as you create."
Would your client say, "Try it and see for yourself..." or is she more of a "Gotta Get It Now!" kind of gal? This is HER site, so try imitate her as best as you can while still preserving the continuity of the theme. You should be able to hear it in your mind. If you still can't nab "the voice," then...
2. Literally listen to her speak.
If your client has an existing site, is there audio on it? If so... take a listen every now and again so that you can get a sense of how she expresses herself. Memorize the intonation she uses when addresses her audience. Once you can "hear it" - can you translate that voice into sizzling copy? Can you slip in a signature saying of hers that's in line with the project's mission?
Of course, maybe your client really isn't a strong communicator at all, which is often the case when someone's hired a copywriter. If so... instead of looking to the client for brand identity, you'll rely heavily on the tone of the typical customer and base the branding message around that.
How does the key customer communicate? Maybe the tone is serious and formal; maybe it's light and casual. Practice "warm and friendly" versus cool and informative. Try your hand at 'soft and easy,' then switch it up to "Exciting and urgent!" (Did you notice what a difference the exclam made there?)
Read your copy draft aloud, using the exact tone that you imagine your customer would want to hear. Try to envision this copy being read in a television commercial. How's it sound?
Even in something as simple as a greeting hello, just a few variations on punctuation and word choice can convey a certain feeling or personality. What 'voice' do you hear coming across in these simple salutations?
Hello.
Hello?
Hi there!
Hey there...
Hey, you.
Hello, everyone!
"YO."
G'day, mate!
Oh, hello, dahhling...
Hi, dear.
Hello and welcome.
Hola!
Hey sweet thang...
Oh, HI.
Hieeeeee...
Whuddup.
Wassup?
WAZZZAAAP!!
Greetings!
Hiya.
Hi, bubby!!
Ummm.. hellooooo...?
For a fun copywriting exercise, try "recreating the voice" of an existing website. If it's one that sells walking shoes to old folks, rewrite the copy... only this time, pretend you're selling athletic shoes to teens. What would you say differently? How does the 'voice' change according to the shift in audience?
"Nabbing the voice" is just one of the many ways that a professional copywriter can amuse himself while producing quality work for the client. Pretend you're an actor; how will you improv this character to be totally believable? Keep practicing... and above all, have FUN.
Copyright 2005 Dina Giolitto. All rights reserved.
Find out how crisp, targeted copywriting can make a world of difference for your business. Dina Giolitto is a Copywriting Consultant with ten years of experience. Visit http://Copywriting101.com for free tips on branding, copywriting, marketing, and more.
 Google News Updated : Wed, 15 Oct 2008 17:58:10 GMT Migraine-hit Janet Jackson to resume US tour - Reuters
Reuters - By Alex Dobuzinskis LOS ANGELES (Reuters) - A rare form of migraine forced Janet Jackson to cancel several dates on her Rock Witchu concert tour but she planned to return to the stage on Wednesday in Washington, DC, her manager said. Jackson was laid low by migraines Janet Jackson: She's Baaaaack* Publ.Date : Wed, 15 Oct 2008 17:02:47 GMT It's officially over: Madonna and Guy Ritchie are divorcing - New York Daily News
New York Daily News - BY LEO STANDORA Madonna's marriage to Guy Ritchie really is kaput , her rep told the Daily News on Wednesday. "Madonna and Guy Ritchie have agreed to divorce after 7 l/2 years of marrige," Liz Rosenberg said in a statement. Video: AP Exclusive: Madonna, Guy Ritchie to Divorce It's Official: Madonna And Guy Ritchie To Divorce Publ.Date : Wed, 15 Oct 2008 14:56:56 GMT Jerry Jones exposed as gutless by Goodell's ruling - FOXSports.com
FOXSports.com - by Ian O'Connor Ian O'Connor is the author of the New York Times bestseller "Arnie & Jack: Palmer, Nicklaus, and Golf's Greatest Rivalry," which Kirkus Reviews calls an "exemplary sports history. Video: Dallas' Adam Jones Suspended Again Give Cowboys credit for not counting on Adam 'Pacman' Jones too much Publ.Date : Wed, 15 Oct 2008 16:52:30 GMT Obama’s spending how much on ads? - Christian Science Monitor
Christian Science Monitor - By Jimmy Orr | 10.15.08 It’s been a week of non-surprises thus far. Dallas Cowboys cornerback Adam “Pacman” Jones has been suspended - again. McCain calls for 'voter fraud' inquiry A stolen election? Publ.Date : Wed, 15 Oct 2008 16:03:33 GMT AMR Plan to Buy 787s Will Update Fleet, Bolster Boeing Program - Bloomberg
Bloomberg - By Susanna Ray and Mary Schlangenstein Oct. 15 (Bloomberg) -- AMR Corp.'s American Airlines said it may buy as many as 100 Boeing Co. AMR overcomes fuel costs to squeeze out small profit AMR 3Q Net Down 74%, To Buy Up To 100 Dreamliners Publ.Date : Wed, 15 Oct 2008 17:24:10 GMT Polls: McCain forced to play defense in some red states - CNN
CNN - HEMPSTEAD, New York -- New polls out Wednesday in some crucial states that could decide the race for the White House suggest Sen. John McCain is having to defend himself in areas that once were reliably Republican. Union sues over policy banning political material at polling places Pollsters say odds of McCain winning election 'incredibly remote' Publ.Date : Wed, 15 Oct 2008 16:34:00 GMT Hurricane Omar gains strength and nears Puerto Rico - Reuters
Reuters - By John Marino SAN JUAN (Reuters) - Hurricane Omar strengthened on Wednesday as it bore down on Puerto Rico and the small islands of the northeastern Caribbean, and could be a "major" storm by the time it reaches them, US forecasters said. Omar on the Move. Paloma Next? Hurricane Omar heads for US Caribbean islands Publ.Date : Wed, 15 Oct 2008 16:12:36 GMT Increase Website Traffic |
PARLOT::Ebooks, Scripts,
Websites, and more... Your initial freelance writing assignments are the best way to... Read More Now that you've decided to hire a copywriter, how do... Read More I want to tell you how I go about writing... Read More Only about 20% of your copy is going to get... Read More When you receive a sales letter with typos or grammar... Read More Most people with an online presence will have to regularly... Read More Here's another drill ripped out of the Field Guide for... Read More You've identified the benefits you offer your customers, but how... Read More Web copy that's intended to sell or generate leads needs... Read More Network marketing is an art as much as it is... Read More The huge demand for writers online is really for ghostwriters.... Read More Most of the sales pieces people ask me to rewrite... Read More Would you like to get more sales from your online... Read More If you write copy you need a swipe file. A... Read More In order to make more sales and get more profits... Read More 1. Address your reader as a friend, not as "Friend."When... Read More Most of us have seen a heckler at a baseball... Read More IntroductionA pencil. Yes, a pencil. In my opinion, every great... Read More Have you heard the good things about the field of... Read More Think quick. In 10 seconds, can you list the 5... Read More Several years ago, when I was working for an agency,... Read More One of the most important aspects of a website today... Read More Subhead..How to bundle for valuable results without devaluing your productI... Read More As with any business, becoming a freelance business plan writer... Read More Site visitors generally stay with you for as long as... Read More
Adsense
websites
How To Take Your Freelance Writing Chances
Top 7 Things To Do Before You Hire A Copywriter
How To Write Powerful Headlines
Five Sections of Your Copy Guaranteed To Get Read
Grammatical Mistakes DONT Sell
Your Article Headlines will Make or Break Your Business
The Secret to Drilling Down Deep in Your Target Market
Writing Benefit-Driven Web Copy ? 4 Steps to More Sales
3 Copywriting Tips - How To Edit For Mass Appeal!
How To Be Creative
What A Ghostwriter Needs To Do To Earn Top Dollar
The Biggest Mistake Copywriters Make
7 Easy Tips on How to Improve Your Sales Letter Instantly
Crank Out More Articles More Often With An Article Swipe File
Ten Eye Popping, Jaw Dropping Ad Copy Secrets
How to Write a Direct Mail Fundraising Letter (Four Tips for Fund Raising Success)
How to Get Instant Attention
Content is King
How To Find A Copywriting School
Engage Your Customer ? Write About Benefits
How Not to Write a Press Release
10 Tips for Writing Web Copy
Buy My Book for $27 and Ill Give You Bonuses Worth a Gazillion Dollars!
How You Can Become A Freelance Business Plan Writer
Fill Your Readers with Confidence
Affordable and Reliable Web Hosting Starting at $4.49/Month
Copyright, Copyrighting, and Online Copyright Abuse - Save Yourself the Headache by Reading This!
Lets start with copyright infringement.It is easily explained as copying... Read More
How to Write a Direct Mail Fundraising Letter (Four Tips for Fund Raising Success)
1. Address your reader as a friend, not as "Friend."When... Read More
Engage Your Customer ? Write About Benefits
Think quick. In 10 seconds, can you list the 5... Read More
Copywriting and Your Five Senses
In its most basic form, copywriting is, among other things,... Read More
To Start Making Cash from Your Online Writing, You Must Draw Blood First
Writers write just like painters, paint on canvas. This is... Read More
Top 10 Ways For Copywriters To Overcome Writers Block
We all know that words have the power to persuade,... Read More
Ghostwriting: Your Questions Answered
Many people feel they have a story to tell or... Read More
Copywriting Businesses - How You Can Get Started
Do you have the training and skills needed for copywriting?Are... Read More
Getting Over Copy Shock
A few weeks ago I wrote some copy for a... Read More
Copywriting Tricks: Nailing the Voice
Professional copywriters are well-familiar with what's commonly referred to as... Read More
Give Me $1 And Ill Have A Powerful Marketing Weapon
One of my most powerful marketing weapons costs me less... Read More
Pulling Sales with Your Ad Copy
One of the best marketing tools available to your internet... Read More
On Copying and Stealing Designs
The notion on the great artist, Pablo Picasso's quote, "Bad... Read More
Is Your Content Provider Selling You Ripped Content?
Ripped content: well the term itself is self explanatory. Content... Read More
More Insider Secrets to Great Copywriting - Judging Your Target Market
This week we're going to reinforce the training that Recruits... Read More
7 Formulas for Articles That GET READ!
Many of us have been asked to write an article... Read More
How To Take Your Freelance Writing Chances
Your initial freelance writing assignments are the best way to... Read More
How To Get Started With A Career In Copywriting
Careers in copywriting are booming. Could it be that the... Read More
Headlines That Pull, Persuade and Propel!
When writing direct response copy, there are a few things... Read More
Write Benefits in Your Headlines to Deliver the Dream!
When you create headlines, do you put benefits into your... Read More
Five Keys To Leaner and Meaner Copywriting
Grab 'em and don't lose 'em. Every marketer knows that... Read More
The Second Most Important Element of Your Ad... after the Headline
Hi {FIRSTNAME Friend},Next time you're flicking through your local newspaper,... Read More
When Panic Attacks Writers
If you write for a living, you deal with deadlines.... Read More
3 Keys to Better Online Copywriting
Doing the copywriting for your own website without the proper... Read More
Want a Sticky Site That Sells? Forget Content!
An interesting debate is currently raging among copywriters, web designers... Read More
Copywriting |