The #1 MUST HAVE descriptor for your brand voice
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But while ‘catchy’ gets the job done, it doesn’t target your customer. There’s a reason why we get hours on targeting and demographics in business school. Yet, nowadays, it’s pretty clear everyone is ready to just skip that part and get to ‘good enough’. And the thing is, the ‘good enough’ AI copy can still get some attention and some sales. Well, there are lots of implications, especially when it comes to building loyalty and trust with customers. But one more thing I realized just this week because of an AI-generated email that landed in my inbox: When you rely heavily on AI to write your marketing and communications, potential partnerships will turn away. Here’s why: If a business is using AI to generate all of their emails and social posts, it starts to feel empty, sure, but it also seems like they don’t know their customer (because AI doesn’t know your customer). Everything is generic and not ‘speaking’ to me particularly. It's catchy but not convincing. And if you don’t know how to speak to your own customer, I don’t trust you to send you referrals or collaborations. Plain and simple. And that’s just leaving money and opportunity on the table. The key part that I realized from this is this: no matter what your brand voice is characterized as, as in 'sassy', 'friendly', or 'bold', the number one descriptor of your brand voice should always be ‘expert’. If you’re not showing up as an expert in your own business because you’ve let AI run your own mouth, then you’re letting your brand down. I’m holding back a lot to really let this part of the AI argument sink in. No, actually, I lied. I have to give you this next part. Check out this very basic Canva thing I made that might make you roll your eyes, but I promise has a point. If you need to get clear on the other 3 descriptors of your brand personality besides ‘expert’, check it out here. Once that makes sense, I'll move on to how to get your brand voice, even if it’s conjured up with AI, to work for you, sell a lot, and show off your expertise. Here's a link to a simple 'Brand Voice Starter Guide' to get some quick clarity on how your brand shows up and then I’ll get into how to make sure you do this every single day, to build trust with the humans that buy what you’ve built. Onward! to more sales from your sales copy (humans can be catchy sometimes too, eh? ). Ashe It's $7 and right here. |