Giving your startup a voice
I’m sure you’ve heard that your startup should have its own unique ‘voice’.
Not sure what that means? No worries, I didn’t know either. I figured it was just a buzzword bloggers used.
(Apparently, not the case!)
After a bit of research, I realized that voice is actually a simple concept that has a BIG impact.
Just think of when you talk to people face to face. It’s easy to notice the little things that make us different and interesting. People can be silly, quirky, flirtatious, sarcastic, even rude. It’s these differences that make us more (or less) interesting to talk to.
Now, think of your writing as an extension of you, the way you speak to your customers. Your voice is the unique style or personality that comes through.
So, why exactly is having a voice important?
It builds trust
Your voice helps you connect with your readers on a personal level. After reading, they feel like they know you. And as we all know, the more someone knows you, the more they trust you.
It represents the people behind the code
It’s impossible to meet all of your customers, unless your product serves very few people and all face-to-face. Your voice gives you the chance to step out from behind the code and make that personal connection with your customers.
It makes you different from your competitors
Having your own unique writing style will help you stand out from the crowd. Many successful startups have become known for their content style, helping them stand out in crowded markets.
So, how do you find your voice?
If you’re sold on the importance of giving your startup its own unique voice, the next step is to figure out what that sounds like. Here are three things to think about:
How would you typically talk to people?
The best advice on finding your true voice, is to just write like you talk. People appreciate genuine writing. It doesn’t have to be perfect — many writers actually suggest breaking the rules you were taught in school. They say it can actually hurt our ability to sound genuine. Treat your writing like it’s a private message between you and a single reader.
This doesn’t mean skip spellcheck. The occasional spelling mistake isn’t the end of the world, but don’t be lazy.
Who are you talking to?
A rule of thumb when writing is to pretend you’re talking to a single person. Quit trying to write content that you hope will please everyone, because it probably won’t resonate with anyone. Imagine your ideal reader and give them a detailed persona. Be really specific, so you know exactly who you’re speaking to. Try asking yourself the following questions:
- Is your reader male or female?
- How old are they?
- How would you describe their personality?
- Where do they live?
- What is their level of education?
- What job(s) do they have?
- What is their annual income?
- What problem do they need help solving?
- What is keeping them from solving this problem?
- What other interests do they have?
- Where do they usually hang out?
- What is this person’s name?
How do you want that person to feel (or not feel) when they read your writing?
Think of your favourite blogs and ask yourself, how does reading them make me feel?
Here are mine:
I love these blogs because I feel like the writers are speaking directly to me. They write about problems I see every day as a startup founder and do it without bullshit or buzzwords. Their writing style is informal, laid back and to the point. They often share the results of experiments they’ve tried or mistakes they’ve made and give actionable tips I can start using immediately. They’re sharing experiences, and being helpful, so I keep coming back.
When you understand how your favourite writers make you feel, the next question is, how do I want MY readers to feel?
Think about the ideal reader you described above and try to put yourself in their shoes. Even better, go out and talk to some of them. How do their favourite writers make them feel?
That’s it. It’s not rocket science, just a few simple things to remember. Speak to a single person, consider how you want them to feel and most importantly, be yourself.
Take some time before your next writing session to sit down and think about what your true voice sounds like. And share your thoughts in the comments below!