This not That

This week's copy tip is a little shortcut to help you get your brand voice spot on.

Pinpointing a brand tone or style can seem overwhelming.

Do you want to sound knowledgeable? Yes. Professional? I guess. Friendly? Obviously. But what do all those adjectives actually mean for you and your brand voice? 

Chances are, not a right lot. 

It's easier to pinpoint what we don't want to sound like. 

Maybe you want to sound knowledgeable but not like a know-it-all, professional but not like a corporate account, friendly but not like a person who spills TMI the first time they meet you. 

You get the gist.

How can you use it right now?

Next time you write content (like a newsletter, Instagram caption, or LinkedIn post) that doesn't quite sound like you, go back to basics. Run your content through the lens of: 

"I want to come across as [ADJECTIVE] but not like [NEGATIVE EXAMPLE]."

“I want to come across as friendly without feeling exclusive”

“I want to come across as friendly but avoid sharing my personal life”

“I want to come across as friendly, not over-familiar”

Having a reference point for your brand voice makes it 100× easier to sound like you in your copy.