8 ways to sound more authentically like YOU in your copy and content
It’ll come as no surprise that the number one question we get asked as copywriters is: how do I sell and still sound authentically like me? Here we get down and dirty with why it’s so important to write authentically for your business, what’s stopping you and how to write in your true voice.
You don’t want to sound like anyone else. We don’t want you to sound like anyone else! But sometimes we can lose track when it comes to copy and content writing, especially when we want to sell. This usually happens when we try to emulate others. Or follow traditional (sketchy) bro marketing techniques. AI has levelled the playing field for content writing massively, too.
This leaves us with just our unique personality and voice as differentiators. But you can oh-so-easily use the words you write to harness the power of distinctiveness and authenticity to connect, compel and sell.
Personality and voice evoke emotions, making customers feel good about buying from you. Think about it: in a world filled with countless (often meaningless) marketing messages, it's the brands with a distinct and authentic voice that truly resonate with consumers. We unpack how to harness the power of your voice in this blog and in this one we’ve picked out some examples of authentic storytelling we love.
This leaves us with just our unique personality and voice as differentiators. But you can oh-so-easily use the words you write to harness the power of distinctiveness and authenticity in a way that feels good for you to connect, compel and sell.
Why it’s important to write authentically
Rather than taking people from ‘cold to sold’ (ew!), we advise connecting with your audience with confidence and clarity, one step at a time. It’s all about building on the know, like, trust factor.
There is real value to developing all those soft strengths, such as transparency, connection, vulnerability and openness, to create easy engagement. Think of it as selling with flow, not force.
Strategic story-powered authentic content doesn’t just create a deep connection with your audience – it sells without you even trying.
Here’s what’s stopping you from writing authentically
Let’s explore the pitfalls we see all the time...
Bro marketing tactics
Fear, urgency, and scarcity are used to manipulate people into making purchases or signing up to services: ‘the price will go up tomorrow!’ and ‘there’s only one spot left!’ and ‘you’ll die a slow and painful death without this one thing!’ YUCK.
Doing what others do
As soon as you try tactics that don’t sit right with you, your content feels off because you’re forcing yourself to do something you dislike. Here’s a case in point: saying things like "slide into my DMs" comes across as fake and a bit desperate to be chatty and friendly to land a sale.
Pain points
If you’re unfamiliar with pain points, this is a term marketers use to refer to the frustrations your target client faces that your business’ products and services are supposed to relieve. But it’s horrid to reflect people’s stumbling blocks back at them. It’s like: you’re pretty shit at doing this – work with us and you’ll feel slightly less shit.
Fear of being seen
Worrying about coming across as pushy, overbearing and boastful online often restricts us from being our true selves and communicating how we can help.
Dehumanising our audience
Thinking of your audience as ‘avatars’ and cold, warm or hot ‘leads’. Instead, think of them as what they are: human beings.
Want to know how to write in your true voice?
Here are eight ways to do just that.
Get clear on the message you want to land.
Understand your audience. Buy them a virtual coffee and talk to them.
Listen: identify their problems and the symptoms of those problems – how are they manifesting in their daily lives?
The best and most authentic content comes directly from your readers. Use their words. The deeper your knowledge of these people, the better you can reflect their experiences and needs in your storytelling and content. Your content should resonate with your audience, making them feel seen, heard, and understood, rather than merely showcasing what you do.
Be real: it’s OK to share failures or challenges. Make people laugh.
Tell stories. Share narratives that feature you but are crafted to reflects your dream people’s challenges and desires. Storytelling for business is a THING: find out why strategic storytelling is more than just a marketing buzzword.
Provide plenty of opportunities to connect with you as a HUMAN. Ask them questions over email and on social: invite responses.
People will always remember how you make them feel. Ask yourself: what memories do you want your audience to associate with you and your brand?
Was this helpful? Drop us a line and let us know. We're also curious to know the number one question you get asked as a small business owner. It's an interesting content prompt; tag us @saltsandsagestorytelling (Insta) if you use it on your next social/email post!