You’ll doubtless have heard that Abraham Lincoln line.
"Give me six hours to cut down a tree, and I'll spend four hours sharpening the axe."
Preparation. Preparation. Preparation.
Which makes it strange that people just launch into a new business or marketing project without putting the fundamentals in place. Without making the blade zing.
Eyes fixed firmly on the tech, the tools and the build, businesses often overlook the fundamentals - the messaging and even before messaging, their tone of voice.
Don’t fall into that trap too.
Whenever the blunt bladed fools rush headlong into The White-Hot Furnace Of Delusion be sure you’re not one of them.
And while many pay lip service to the importance of a defined tone of voice, few study close enough or dive deep enough to reap the real rewards:
Congruence: Life’s so much simpler for you and your clients when those who may contribute to your messaging; the members of your marketing team, your technical experts, your legal and financial people, your PR and your freelancers all apply a unified tone of voice.
Performance: Confident, comfortable clients are happy clients. Happy clients are more invested, they complain less, they tell more people more nice things about you, they spend more money with you. They help your business grow in ways you may not have even imagined.
Positioning: When you carefully reflect on the language you use to represent your business, when you make conscious decisions about language, you begin to understand your clients better and you begin to understand your business better - the ways you project, the ways you’re perceived, the way you position yourself. Your tone of voice gives you the clarity and consistency to reveal your value and your expertise.
Time to sharpen up your tone of voice?
We’ve a whetstone waiting.
Photo by Annie Spratt on Unsplash