The ProCopywriters’ Network interviewed me on Twitter, asking about brand personality, tone of voice and content strategy. Here’s what we talked about during our #ProCopyChat:
Let’s start with you telling us a bit more about yourself. What’s your writing background?
Well, I’m a Brand Language Consultant. I help all sorts of different organisations change how they write so they reach their customers more directly and powerfully. It’s a bit like being a brand design agency, except with words instead of visuals.
I’ve been freelancing for about 10 years. Before that I was experiential at Imagination and brand focussed at Corporate Edge. And I started off at Unilever, marketing frozen food and ice cream for Birds Eye Wall’s.
I’m also an SF novelist who learned about storytelling by working in feature film development. Stories are how we make sense of the world – they’re a big influence on how I see brands. And the SF helps me get clients ready for their own futures.
There’s a bio here – http://www.alrobertson.co.uk/meet-al-robertson/
When we think of tone of voice, we initially think about the personality of the brand/client/business. How is this created, and how does it then have an impact on the audience?
Who you are is defined by what you do. So that’s how I look at brand personality. Once I’ve read through all their writing – I ask people ‘what’s the best things your brand actually does?’, then I dig into what that means for their customers.
A brand exists to help its customer solve their problems. So we usually end up discussing things like: ‘What sort of friend is this brand? What vital things does it help you get done? How does it help you do them?’ Then I turn that into a story.
You can understand most stories as ‘Hero wants to do something / Hero can’t do something / Hero does something’. You can use that structure to tell a story where the customer’s the hero on a mission and the brand’s their vital support.
Everybody loves being the hero! So from the word go you’re winning the customer over. And you’re telling them a story about how the brand helps them achieve a vital goal in a unique way. So you’re showing them why they should buy into it.
And it’s also a great way of digging into anything the brand doesn’t quite get right. After all, nobody’s perfect. Getting people talking about how their brand might be a *challenging* friend can be very helpful too.
Here’s a blogpost I wrote a while back that touches on that process – and roleplaying games, because you can learn a lot about storytelling from them – http://www.alrobertson.co.uk/2018/07/12/dungeons-dragons-and-brand-guidelines/
Why is tone of voice an important concept in copywriting?
Writing is where a brand comes to life in real time. A good tone of voice shapes that writing, making sure the brand cuts through the noise to reach people in a direct, instantly recognisable way, with words that have genuine, alluring meaning to them.
A good tone of voice also makes customers feel the conversation’s centred on them by helping brands use their own language to reach them. That’s very powerful too – ‘Me me me’ is a terrible sales pitch, ‘You you you’ is much more effective.
And it’s a live response because writing’s live. Logos, look and feels – they don’t change. But if someone’s grumbling on social media, the brand has to write back live…
If they’re launching a new product, they’ve got to find new words to describe it… everywhere from on the pack to in the instructions to in the press release to on the website…
And even if someone at the brand’s writing a customer email – well, it’s great if that’s on tone as well, because it shows that the people at the brand stand for the same values as the brand itself.
Oh, and it’s where emotion comes in too – very often, particularly in B2B writing, people are all Sherlock Holmes – dry and rational. Tone of voice brings in the Dr Watson – powerful emotive storytelling!
Though actually, you really need to be both Sherlock Holmes and Dr Watson – emotional and rational – at the same time – http://www.alrobertson.co.uk/2018/09/13/why-dr-watsons-right-about-good-writing/
Can you give us some good (and bad!) examples of tone of voice?
The classic is Innocent Drinks – they pioneered that cheery, chatty modern conversational brand tone, they’re completely unforced and entirely natural. And their tone is (as I understand it) a very precise reflection of what they’re really like. Perfect!
A tone of voice should never be lipstick on a pig – it should be a direct and honest reflection of what’s best about a brand. Not that I’ve got anything against pigs – rather, tone should match personality, not try and cover it up.
In my first ever job I edited (and sometimes wrote) the jokes on Wall’s ice cream sticks. They set the tone for the brand perfectly – the fun of ice cream brought to life in a very inventive way.
I have a big soft spot for Lego instruction booklets too. They’re so perfectly put together – no words, but sometimes the best language is no language. They’re a brilliant example of show don’t tell, a core storytelling idea.
Oh, and Dilmah tea – their pack writing isn’t always too polished, but they’re so transparently and genuinely enthusiastic about their products it really doesn’t matter. They come across as very honest and authentic.
As for not so good ToVs… actually, my own personal bugbear is the ‘Bollocks to Brexit’ slogan… so confrontational, it’s never change anyone’s mind! It’s the opposite of what its audience needs to hear. None of us need more confrontation just now.
And I find station apologies incredibly irritating. Endlessly repeated robot ‘We’re sorry for your inconvenience’ = Grrrr! Southern Rail, I’m looking at you. Though to be fair making corporate apologies can be a real challenge.
Here’s a blog post about with some more examples. And Dick Van Dyke, because you NEVER want your tone to go all Dick Van Dyke – http://www.alrobertson.co.uk/2018/06/14/so-why-do-we-need-tone-of-voice-anyway/
Once you’ve established the tone of voice, what’s your next step in creating a brand identity?
Well, you know who you are and how you talk – the next problem is working out what you’re going to say! So – content strategy, aka the art of turning what you know into what your audience needs to hear to get them to a place that’s good for both of you.
Oh, and you might end up chatting to the designers too – although I’ve found that brand language definition tends to happen long after any design work’s done and dusted. That’s another bugbear – core words and visuals should happen together!
How do you develop a content strategy around the brand personality and tone of voice that you’ve established?
What really defines it is the brand’s customer – you think about where they start and where you want them to end up, and then you build a customer journey that gets them there.
Imagine you’re driving your customer – the brand personality’s the vehicle you choose, the ToV’s the music, chat and views that makes them love being in it, and the content strategy’s the GPS system that gets you to a destination you’re both happy with.
So you’ve got to understand where your customer’s starting from, where you (and they) want them to get to and how you’re going to get them there. Then you build your content to take them on that journey.
You might have several different kinds of customers. Then it all goes a bit ‘Choose Your Own Adventure’ – you set up multiple paths through your content, and let customers choose (or just guide them through) whichever one’s best for them.
And there’s no shame in turning people away. If you can’t help them or they’re not the kind of people you want to do business with, you need to make that clear as soon as possible. Otherwise, you’re wasting your time and theirs.
Wasting people’s time is the greatest content sin. A good content strategy stops you from ever doing that, because it gives every little bit of content a clearly defined reason for existing. It makes sure your audience never shrugs and asks ‘So what?’
Weber BBQs do content strategy fantastically well. They want people to cook awesome food on their BBQs, so they provide every kind of content to help them do that – from all the normal stuff to BBQing courses and some of the best cookbooks I’ve ever read.
Here’s a blogpost on how awesomely wonderful Weber BBQs’ content is – http://www.alrobertson.co.uk/2018/07/05/sizzle-your-way-to-better-brand-language/ and one on plotting customer journeys: http://www.alrobertson.co.uk/2018/10/18/how-to-help-your-customers-change/
Do you go through this process so you can write effectively for on a client’s behalf, or is it more of a toolkit so the client can improve the communications they make themselves?
It depends what they want. Sometimes I’m involved in the whole process, even doing some of the writing and editing myself, sometimes I just give them all the guidance and structure I can, train them in how to use it all and leave them to it.
Both have their plus points. Of course it’s lovely going back to help out over months or years – but I also love the challenge of writing guidance and training people too. It really makes you dig into what you do, so you can help someone else do it for themselves.
What’s the best piece of advice you can offer to someone to help them write more effectively?
Always start with the people you’re talking to. Understand the obstacles they face. Pin down what sort of hero they are. And then tell them a story about how you can help them overcome those obstacles to achieve something awesome.
Finally (and most importantly) – what’s your favourite biscuit?
The US-style cookies my wife makes on special occasions, with stroopwafels coming in second. Both washed down with a strong cup of black filter coffee! As my entire writing career runs on a platform of coffee.