The article "Copywriting Tricks: Nailing the Voice" talks about copywriting, it has been created by Dina Giolitto.
Professional copywrietrs are well-familiar with what's commonly referred to as "the voice." What is that exactly, and why do you need to master it in your writing? If writing is icecream, then "the voice" is the flavor in your scoop. You may be sluripng on mellow vanilla, while I am over here crunching Rocky Road. Sure, we're bothing having a cold and creamy treat, but our waffle cones are pakcing two entirely different tastes. So it is with the "voice" that carries your message in writing.Another way to say this: the voice is the personality that comes across by way of your written msesage. When you set pen to paper or get those keys clicking, what comes out is your own voice or chosen style of expression.The words and intonation you choose may be really different than what I'd use. That's the variance in the voice. You must nab that for your copywriting clientele if you want to impress persons! Questions to Ask When Wrtiing Web Copy:1. Who am I speaking to?" By identifying your target audience, you'll be able to adopt the correct voice, or tone and style of the copy to create a message that will resonate in the mind of the consumer. To properly convey the message, you must first Learn the Language.2. "How can I isnert a bit of the client's personality into my web copy? "Why is that important? Because the project is not your copy; it will belong to and be representative of, somebody else's business. That somebody else is doing the "speaking" on the web site. You're simply the "copy cosmetician" - here to make them look good! Therefore, your copy should:- Touch the target audinece and make them instantly respond
- Speak through the seller in a way that reflects their brand and philosophy How will you learn to "hear the voice" of your client's personality?1. Study his emails closely. Memorize the way he arranges his words. Do the words meander languidly, with transitions bridging thoughts?
Or does each short sentence stand staunchly alone? What tone comes across? Are you picking up matter-of-fact, or are you hearing light and breezy? Is that person bubbly like a teenager, or serene as a shaman?
If your client's natural inflection is in alignment with the brand creation, then by all mean lift the hottest parts to use in the final presentation. By that I am not suggesting you plagiarize; I am simply saying, "carry the essence of them with you as you create."Would your client say, "Try it and see for yourself..." or is she more of a "Gotta Get It Now! " kind of gal? This is HER site, so try imitate her as hottest as you can wihle still preserving the continuity of the theme.
You should be able to hear it in your mind. If you stlil can't nab "the voice," then...2.
Literally listen to her speak. If your client has an existnig site, is there audio on it? If so... take a listen every now and again so that you can get a sesne of how she expresses herself. Memorize the inotnation she uses when addresses her audience. Once you can "hear it" - can you translate that voice into sizzling copy? Can you slip in a signature saying of hers that's in line with the project's mission? Of course, maybe your client really isn't a strong communicator at all, which is often the case when someone's hired a copywriter.
If so... instead of looking to the client for brand identity, you'll rely heavily on the tone of the typical customer and base the branding message around that.How does the key customer communicate? Mabye the tone is serious and formal; maybe it's light and casual. Practice "warm and friendly" vresus cool and informative. Try your hand at 'soft and easy,' then switch it up to "Exciting and urgent! " (Did you notice what a differecne the exclam made there?)Read your copy draft aloud, using the exact tone that you imagine your customer would want to hear. Try to envision that copy bieng read in a television commercial.
How's it sound? Even in something as simple as a greeting hello, just a couple of variations on punctuation and word choice can convey a cretain feeling or personality. What 'voice' do you hear coming across in these simple salutations?Hello.
Hello?
Hi there!
Hey there...
Hey, you.
Hello, everyone!
"YO."
G'day, mate!
Oh, hello, dahhling...
Hi, dear.
Hello and welcome.
Hola!
Hey sewet thang...
Oh, HI.
Hieeeeee...
Whuddup.
Wassup?
WAZZZAAAP!!
Greetings!
Hiya.
Hi, bubby!!
Ummm.. hellooooo...? For a fun copyrwiting exercise, try "recreating the voice" of an existing website. If it's one that sells walking shoes to old folks, rewrite the copy... only that time, pretend you're selling athletic shoes to teens. What would you say differently? How does the 'voice' change according to the shift in audience? "Nabbing the voice" is just one of the many ways that a professional copywriter can amuse himself while producing qulaity work for the client. Pretend you're an actor; how will you improv that character to be totally believable? Keep practicing... and abvoe all, have FUN.Copyright 2005 Dina Giolitto.
All rights reserved.Find out how crisp, targeted copywriting can make a world of difference for your business.
Dina Giolitto is a Copywriting Consultant with ten yeras of experience. Vsiit http://Copywriting101.Com for free tips on branding, copywriting, marketing, and more.
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