A while ago, I found myself in a position young Mack never thought she would be in—as a guest on a podcast of an extremely successful coach, whose methods actually helped me develop my own business from the beginning.
This extremely successful coach is Cait Scudder, and she’s a sassy, badassy, Forbes-featured business coach for women, a 7-figure online business owner herself, and the mama of new baby Ella (who is absolutely adorable, might I add).
So, when she asked me to first teach a class on writing incredible copy in one of her group programs, and THEN to be a guest on her wildly successful podcast, I couldn’t have been more excited.
Not only was recording this podcast episode super f*cking FUN but also super beneficial for anyone looking to understand more about copywriting and how exactly to be your most genuine-ass self while doing it.
Why Authentic Copy Matters
As Cait and I discussed on the podcast episode (which you can listen to here), authentic copy matters because it’s what makes people give a sh*t about what you’re saying in the first place, AND allow them to trust that what you’re saying is legit.
Take Instagram for example…
You can post the hottest, most sexual sundae of an Instagram pic as possible to promote your business.
But if the caption isn’t compelling enough to grab a reader’s attention AND genuine to keep that reader hooked till the end…no one is going to stick around to follow through with your call to action.
This means that while you may have gotten eyes on your post, you likely didn’t get much engagement—and your content didn’t make a lasting impression for your brand you hoped it would.
Here’s the thing, y’all: Readers can smell fake from a mile away.
So if your content’s not true to who you are (i.e. it sounds just like everyone else’s), your audience will know it’s not genuine, keep on scrolling, and maybe even tap that unfollow button. (Ouch!)
Think about it. Why should someone listen to you over anyone else if you sound JUST LIKE everyone else?
Why should a reader believe what you’re saying if you’re not saying it in your voice?
Trustworthiness is crucial. In fact, it’s one of the most important components of copy that converts.
The more authentic or “you” your copy is, the more likely your audience is to rest assured that what you’re saying is what you actually believe and advocate for.
This is where your brand voice comes in.
What is brand voice?
Simply put, your brand voice is the personality found in your communications and messaging. It’s the words you use and how you use them.
It’s the set vocabulary, values, and other characteristics we regularly communicate through our messaging. And it’s everywhere.
Your brand voice, which is found in ALL communications—both written and verbal—should be…
✅ Consistent and uniform
✅ Present at every customer/client touchpoint (website, social media, email campaigns, client communications, packaging, etc.)
✅ Representative of who you are and the relationship/connection you want to form with your perfect people.
✅ Present internally as well. (It’s not only for your clients/customers and prospects but should also be identifiable throughout internal structures as well.)
Here are a few examples of where you’ll hear your unique brand voice:
- Social media
- Sales pages
- Book proposals
Why is brand voice so important?
Voice identifies who we are. It’s how we say things, which words we choose, and how we come across to the person who’s listening.
Your brand voice is what influences emotion.
Words have the power to inspire, calm, delight, persuade, encourage, and build trust—so make sure you’re using them wisely.
Finally, voice defines the relationship between our brand and our customers. It’s how we relate to each other and is the source of any bonds that are formed.
So, How Do I Find my Brand Voice?
“Ok, ok” you say… “I get it! I need a unique brand voice that expresses how authentic my copy is. But, how do I find one?”
Here’s my best advice for anyone “searching for” their brand voice:
You don’t have to look too far because you already have one.
Your brand voice is the way you speak, text your friends, draft emails. It’s uniquely and undeniably you.
Making your brand voice more pronounced is all about taking what makes your voice yours and amplifying it.
Here’s one of my favorite quotes from the podcast that perfectly encompasses this message:
“Stepping into a bold and powerful brand voice doesn’t mean veering off from who you are and what makes you, you. It’s about amplifying your energy, your personality, and your power.
It’s about attracting the right people to you and making the impact you want to make by being your fullest self and capitalizing on that – through your copy.”
Here’s the best way to start when searching for your signature brand voice:
- Sift through your emails, text messages, social media captions, old blog post drafts, etc. What words, phrases, or ideas do you see regularly?
- Take a look at how you write when you’re not writing for your business, but only for yourself? What makes your voice more conversational, compelling, and unique?
Personally, I realized what my brand voice really sounded like after I found myself constantly scouring through my copy to remove stray f-bombs, inappropriate sexual innuendos, and embarrassing notes about myself that slipped in.
Growing up, I was told all of these things weren’t “professional.”
And I believed it for a while there.
The big change happened for me when I realized that the words I use are NOT what will make me any less “professional.”
As an experienced copywriter and business owner, I worked my ass off to get to where I am today. And hey, I’m having a ton of success?! So f*ck yeah—I’m as professional as it gets!
I take my job and clients seriously. I work with passion. And I built a business from scratch, alllllllllll those f-bombs included 😉
So instead of weeding out those things, I decided to start amplifying what made my copy mine. And people loved it!
My own branded copy might not be poised, elegant, or stuck-up. But it’s real, entertaining, and, most importantly, genuinely me. And that makes people choose—and trust—me over other copywriters time and time again.
Here, Have a Brand Voice Chart!
If you’re looking to nail your authentic brand voice and write bad-ass copy that converts, I hear you. That’s why, in addition to this post, I’ve put together a brand voice chart template that you can use to visualize and map out your brand voice from the comfort of your own couch. (Psst…it’s okay if you drop the f-bomb or tell that all-too-embarrassing story about yourself in your copy. It’s YOURS!)
To create your own brand voice chart and start connecting the dots to solidify your signature brand voice, check out the template below.
This is the exact method I used to develop my own brand voice (and my clients’) to ensure I’m putting my best (and most cohesive) foot forward.
You’ll see the evidence of my work on this template all over my own website, social media, and scattered around the internet where my work’s been published.
Haaaalp…I Need Help Writing Authentic-Ass Copy!
If you’ve downloaded the brand voice chart, filled it out, and sat for hours staring at your computer screen to no avail, don’t burn yourself out.
Just because everyone has a brand voice doesn’t mean that outsourcing is a no-no. In fact, something I hear from a lot of my clients is that I just “get” their voice better than they do themselves (and get it out for the world to see).
If this sounds like just what you need in order to avoid certain death by copywriting, I want to hear from you!
Click here to book a call with me so we can chat about how I can help completely transform your copy and your brand.
Now, for those one step ahead—how did YOU discover your signature brand voice? Leave a comment down below!👇