Upon acquiring all of the inputs from the client, the copywriter now has the data needed to formulate the appropriate tone of voice. While it may seem to many that the hard work lies ahead, in actuality, much of it is in the rearview mirror.
The copywriter’s final hurdle is to develop a creative and unique brand image and tone of voice that aligns with the internal and external perceptions of the company and the product. This is where the skilled writer thrives and excels. What’s exciting is that there is more than one creative execution at his or her disposal. It’s merely a matter of breathing life into the persona, making certain its tone of voice is authentic and sustainable, and securing the blessing of the client.
This is where it can get a bit tricky, though. After all of that work, the client may insist that the tone of voice for the brand be what they want it to be rather than what is rooted in reality. The copywriter must stay pat and explain the rationale for the chosen direction and tone of voice. The risks to the success of the product are too great. Their customers know if what they are reading and hearing about the company, product or service is consistent with their values and reasons for buying. If it rings false, they will call the company out by either inundating them with emails, tweets and messages on forums (and the client won’t appreciate their tone of voice). For a large or well-known company, the press and analysts may blast the the company in articles, editorials, and the multitude of social media outlets at their disposal. It could get ugly.
Okay, that may be a bit melodramatic, but it could happen.
In most cases, though, the copywriter will secure client approval and a new brand voice is born.
Hark! The product speaks and its tone of voice pleases. New customer acquisition and loyalty soars.
It all seems so easy.
Not.
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