A few years ago, I was in charge of presenting a major marketing strategy to a senior executive. Me and my team developed a script that went on something like:
“In Q3, we will provide a unanimous editorial calendar. The subject matter will reinforce the audience’s key pain points. We will increase the media payment to take advantage of this series in integrated campaigns.”
It seemed very impressive in my head, but the executive just wanted to clarify. He asked, “So, what is this? A blog series that we promote in salary?”
Rush
At that moment, I realized that the words I was using were all wrong. I was not just doing this in meetings. I was also adopting the sound in all the brand content I was making.
I call this jirgon -filled approach “the sound of content”. And since this meeting, I have been on the mission to stop its spread in both my work and other brands. Let’s get all right what the sound of the content means and how to avoid it, as well as with some real examples of the brands that correct it.
The table of content
What is the sound of content?
Content sounds when brands use fancy sound girlfriends in the content they create instead of communicating for their audience. This is what it looks like IRL.
When I posted LinkedIn about the sound of content on them, the section of my comments exploded with people who knew exactly what I meant. The voice of the content is saying “use” or “leverage” instead of “use”. It is reading a number of paragraphs about users what your product does but still doesn’t understand it. When you read something written in the material, you can tell the marketing content, which makes it feel less personal and valuable.
In my experience, talking in my regular, unambiguous voice is a good prerequisite. It is important for your brand to remain clear, capable of voice to ensure that your internal and external stakeholders really understand what you are talking about.
Instead of a complex, inaccessible language, use only the words you will use more than enough to describe your friend your idea. I know it seems difficult, especially in B2B. But your customers will thank you for clearly describing things.
At the end of the day, we are all human, so no need to talk like a robot. Instead, just regularly use the words free, and do your best to communicate as much (and human) as possible (and human).
Your voice should feel like a separate logo.
Therefore, you have cut off all courage from your style guide. This is just the first step. Goodbye, the sound of content. From there, you have to prepare the sound of a brand that feels different in the sea of matching.
The sound of your brand should feel like the logo, memorable and separate. Whenever I talk to your brand, I should automatically recognize it with the words you use.
The sound of your brand should be authentic to your offer and your audience. And it should spread on your social channels, blog content, company podcast and newsletter. For example, I would say, “I will recognize this sound anywhere.”
5 points to prepare the sound of a strong and compatible brand
How do you really make such a sound? There are some tests and true points to help marketers create a strong and compatible brand sound.
1. Listen to understand.
Especially as a junior marketer, I often assumed that the point of dialogue was to be smart. It didn’t matter if I had no idea who I was talking about, as long as I was impressive.
But in order to prepare a brand voice that is clear and understandable, it is really important to understand this topic. And, it really starts to listen. So, when interviewing leaders or users, ask many questions. Don’t be afraid to ask the same thing many times to get the information you need. Then, once you really understand their answers, you can use this understanding to communicate more efficiently.
2. Explain the niche terms.
In general, it is better to use a simple language that everyone can easily understand. But of course, you cannot always avoid the terms.
When a specific industry term is necessary, it is okay to use it. Just remember to explain this term, instead of understanding that everyone will already know what that means. You can describe the same term in pieces of many content. Don’t suppose to read everything created by each.
3. Advocate your audience.
Speaking like a regular person does not seem to be so contradictory, but I have noticed that sooner or later, you are likely to get some blow. Whether it’s an excessive honor or a senior executive of an old age, it is not unusual for marketers to deal with people trying to edit their work so that it can be made more jirga.
If and when this happens, it is very important to serve as a lawyer for your audience. Of course, this conversation can be restless (even more if it is with your boss or someone who has a lot of experience with you). But if you explain that you are just trying to clarify the content as much as possible, you should be able to get your purchase.
This is especially true for global audiences, many of whom can speak different language locally than you. When you refrain from a copy full of jirgons, they will definitely appreciate.
4. Use data to back up your perspective.
Just beyond stating that regular language use will naturally help more people understand what you are saying, I bet that you can also find DATA data to support the benefits of this approach.
The matrix, which is most important, will depend on your unique industry and business context, but see if you can find evidence that regular use of sound is spending more time on your website, high rates of conversion and other valuable improvements. Generally, I am guessing that if you test the titles or landing pages of the sound website vs. Content vs. will win a regular voice.
5. For example leads.
Finally, if you are in a leading role, be active about the sound and tone of your brand. However, junior authors and editors will follow you. If you use a violent, confused language, they will receive the message that raising the sound of fancy is a way to succeed. But if you talk like a regular person, people will naturally follow your superiority.
In addition, make sure to appreciate the marketers for using a clear language. When reviewing their content, always find opportunities to make it easy. You can also formally make brand sound guidelines, clearly encourage people to avoid corporate girlfriends and prioritize access. But of course. People will only follow these principles when they see that their leaders are sticking to them.
Even if you are not in a leading role, you can still guide for example, though, and clearly put pressure within your own company.
Examples of a strong brand sound
So, how does it look practically? Here are some examples of brands that use a strong, clear sound.
Mail Champs: To accelerate the balance between business and happiness
B2B is a tough mission of brands. When selling a technical solution, they need to be separated and their personality needs to be separated. How can you showcase a B2B offer without using the jargon? The Mail Champ found a way.
Email marketing and automation platform attacks the right balance between helper materials and vibes. Such leaders have presented real steps that can help marketers to create effective email campaigns, while keeping the jargon minimal.
Socially, the Mail Champs continue to guide with value, such as their LinkedIn in the carrings that offer deep, but short, insights to the audience.
Source
Stir: No-Bs point in business
The newsletter offers business news without the sound of the histel content. This post “offers a source of NO-BS for business stories that are important.”
From social media posts to newsletter – all the brand content has the same conversation. The personality of this brand also shines in the lines of his articles, such as a header, “Why is everyone suddenly suffering from pickles?”
I see something proud in my inbox and want to click on it. And, once I arrive on the content, I know I will not need MBA to understand it.
Canva: Keep the product fun, front and center
When I think of graphic design, I think the creativity, entertainment, and the smart ways to display a product. Canva captured this sentiment. Instead of defaulting the content sound, the brand is a straightforward and comfortable tone. There is no mention of the features in the video. Canva only allows the product to talk.
This approach is on a copy of all brands, whether on LinkedIn or billboards.
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When it comes to brand voice, it is easy.
At the end of the day, I have learned that easy is always better. Although the terms of the niche have its own place, putting a fancy sound on the “voice of content” makes the backfire: Instead of raising the smart voice, you feel like you are marketing something complex.
Instead, I always recommend that the marketers pay attention to the explanation. This means using simple words and preferring access. And when there is doubt, try to raise a voice just like a human being.
