Take a look at the playlist on my phone and you might be confused.
Although it’s primarily made up of Texas Country artists – Stoney Larue, Turnpike Troubadors, Dirty River Boys, Randy Rogers, the list goes on – I also have Adele, Sara Bareilles, Christina Perri and Sia sprinkled in there too.
Pretty diverse, right?
Each of those artists (even the Texas Country ones) is unique. Each has a distinct sound to their voice. But here’s the thing. If you put them together in a lineup and ask them each to sing Diana Ross’s R-E-S-P-E-C-T and it’d be easy to name the artist – even while they were singing karaoke.
Why? Because their voice is their voice.
Adele didn’t get famous by trying to sound like Christina Aguilera.
The Dirty River Boys didn’t get famous by trying to sound like Cory Morrow.
Are you trying to get famous by mimicking the sounds of someone else in your industry?
Far too many times, businesses think that in order to sound professional, they have to match the tone and tenor of the big players in the industry. Companies tone down their personal voice because they don’t want to turn anyone off.
The problem is, by toning down their brand’s tone of voice and straining to copy others, they sound more like they’re singing karaoke at the grungy Margaritaville bar with a Coors Light spilling all over the stage and their worn out denim jeans.
It’s not a good look.
And I’m willing to wager a bet, it’s not the look you want to give when a customer arrives on your website.
Finding your copywriting voice is one of the toughest things you’ll do. (Click that link and check out how I suggest finding it).
You’ll worry about turning people away because of the words you choose (and you will). You’ll worry you’ll upset some people by taking a stance on a particular topic (and you will). You’ll worry you’ll pigeon hole yourself so you only appeal to a specific niche in your industry (and you will).
You’ll do all of these things, but you know what else you’ll do? You’ll sing beautiful music to the people who want to listen to you.
Here’s a prime example taken straight from my playlist.
Sia’s voice isn’t appealing to many people. Others adore her sound. It seems like there’s a love/hate relationship with her music because it is so unique. People like me love it. People like my husband hate it. (Thankfully we agree on the Texas Country music, which he introduced me to, so road trips aren’t taken in silence).
She has become a huge success by playing up her unique side instead of scaling back to appeal to a wider audience.
As a business, you have the same opportunity. You can work hard to sound like others in your industry so you “fit in,” or you can stand out to a core audience by letting your true voice sing.
That way, when you publish a blog post, email or new landing page, it’s undeniably yours. Even when you’re talking about the same topic as everyone else (or singing karaoke), your audience knows it’s you who’s talking from the minute you open your mouth the first sentence.
So, I ask you again. Does your copywriting sound more like karaoke? If so, it’s time to be bold. Put your voice out there and give your brand some personality.
Your customers will thank you for it. So will your bank account.