“Steph, I just want to sound less like the Queen in my emails!”
*cue frustration pout*
Here she was, this kickass human doing kickass things, and she could not, for the life of her, figure out how to just be herself in her copy.
And, she’s not the only one, is she?
No, she’s not.
In fact, I’m thinking of writing a book filled with all the times I’ve heard something to the same effect spoken by equally magical people, from equally talented clients.
Would I find your name in that book?
You’re a magical unicorn of a human with unique experiences, know-how, + personality, and yet…
You’re rolling out emails, captions, & copy in the pro-academic-speak you were always told was the “right” way, the “A+” way. Amirite?
Well, no more. I want to feel, hear, + see you in your content and copy, dude.
And I doubt very much that you, or anyone in your team (if you have one), walks around talking like British royalty.
Hmmm?
Here’s why it matters:
1) As a copywriter, who loves her dreamy people, I want you to have FUN writing your pieces of stuff. And that starts with you feeling like you can be yourself on the “page.”
2) As a reader, I want to connect + relate to what you’re saying. And that starts with relating to how you’re saying it. If you were talking to me, instead of writing to me, what would it sound like?
After years of grammar rules being drilled into your brain, I know it can feel counterintuitive and maybe a tad overwhelming, but I promise, it does not need to be complicated.
Just take it one personality-packed baby step at a time and before you know it, people will be recognizing your content as yours before they even know you wrote it!
Here are 3 easy ways you can start doing that…like…TODAY:
1. Open a google doc and entitle it: BRAND PERSONALITY.
And then proceed to note 5 “Personalization Elements” you can start to include in your content + copy.
What are 5 things you would like your audience to associate with you (and your brand) that are NOT business-related?
(i.e. Sara Blakely and her coffee mugs or Sabrina Philipps and Baby Yoda).
Maybe for you, it’s your dogs.
Maybe it’s your love of hand-gliding.
Or, your obsession with the show Friends.
It doesn’t matter. Just pick 5 and start peppering in references to them in your content and your copy.
2. Write as you speak.
Before you put anything on the internet, ask yourself…If you were talking to me, instead of writing to me, what would it sound like?
If you have to, record yourself talking about the thing and then transcribe it (otter is my favourite).
At the very least, read it out loud to yourself.
Are there areas that you’re naturally inclined to change as you speak? Follow that nudge. Change the lingo. Lose the industry jargon (unless that’s what you’re teaching me about, of course).
*And then add those words to your Brand Personality doc.
While you’re at it, also add any sayings you tend to use a lot, people you like to quote, and lyrics you reference a lot, etc. You get the idea.
3. Get Clear on the stories you want to share.
You can be 210% you in your business and still have boundaries.
Get clear on who you serve, how you support them, and what they need to know about you and what you do for you to make an impact.
And then feel free to keep the rest to yourself (if that’s what feels good to you). Being “vulnerable” and “authentic” in your business does not require you to Tell All.
- Why did you start your business? Why do you get up in the morning to do it?
- Did you have an “aha” moment that changed the game?
- What do they need to learn to be at a place where they’re ready to invest in your services?
- What do they need to know about YOU to feel like they can like & trust you?
*And then, you guessed it, note it all down in your BRAND PERSONALITY doc.
Absolutely share your A+ nerdery, friend.
I want to learn it.
But, don’t be afraid to sound too personable, too casual, too quirky while you do it. We’re not going to see you as any less of an expert because of it.
It’s really easy in the beginning to want to sound “professional”, “authoritative.” To compare your message, your voice, your words to those being used by others in your niche or field.
But, that is not a sustainable way to create success, friend. More importantly, it’s not a fun way.
So, no more hiding behind the academic or corporate-speak, dude.
Just do you.
Want to learn more about brand voice, storytelling, and developing a writer’s mindset?
Goodie! It might not be an A-List, but the Laffy Email Squad is a pretty cool thing to be a part of if you’re looking to learn some things about how to be more you in your brand and copy.
So. Are ya? Yeah? Awesome! Sign on up!
