5 reasons consistency counts in content 17 January 2013

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Consistency…it’s not the most exciting word, is it?

Yet consistency is an essential part of creating a truly effective business tone of voice in copywriting.

That’s not to say you don’t need to adapt that tone of voice for different markets and channels, of course. But you can still stick to a specific style in your copywriting, whoever you are communicating with.

Still not convinced? Here are 5 reasons to strive for a consistent standard in your copywriting approach.

1. Sell strong

Working to retain a consistent tone of voice means you keep it focused on what’s really important: selling. That keeps your business proposition as the focus of your content. Then you can build your content – and your own distinctive voice – around it.

2. Stay credible

Marketers often say that an essential part of a great relationship with clients and prospects is, yes, you guessed it, staying consistent. Creating and maintaining a recognisable tone of voice establishes and builds trust in copywriting. Those people have bought into your business because they clicked with your particular style. Why undermine that magical connection?

3. Be the only one

Building long-term relationships with content takes time. Creating great first and second impressions with it shouldn’t. Being strong on the defined standard for your tone of voice keeps your company’s individuality clear, right from the start. Here’s another thought about staying distinctive – don’t mistake any old tone of voice for the right tone of voice.

4. Stand up for your story

If you stray from your carefully developed tone of voice, you neglect your company’s story. What does your business believe in and symbolise? You know those things. So why have content that overlooks the things that make you exciting to your prospects? Stories are powerful – in and outside of copywriting. Be sure to use yours.

5. Get known for being interesting

Creating and keeping to your particular tone of voice allows you to stay interesting, in the right way. Develop something special enough and you’ll start to get known not just for what you say, but for how you say it.

If you’d like to chat about your tone of voice, just let me know.

Camilla Zajac, Green Light Copywriting, Nottingham, January 2013

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