Writing a Voice (that’s not your own)
When you think of your voice—what makes you you—how does that come out in your writing? Think of your private writing, your journalling, maybe how you talk to a long-lost friend. What personality does your writing have? Self-deprecating, emotive, stark, erudite, stream of consciousness, languid?
Now, when you think of others writing, perhaps an author you love, what voice do you hear when you read it? Your own? Theirs? Does it make you happy, sad, excited, empowered, lonely? Can you tell if the author or the narrator is young, old, educated, impoverished, American, international? All those traits, all those inside and outside characteristics make up their voice.
For a brand, or a company that is providing a service or has something to offer its customer, consumer or client, their voice is just as important as their product.
First, let’s set some parameters.
Terminology
Copywriting is usually for ad or marketing purposes: short, quippy, persuasive. Ghost-writing is more longform and entails stronger development of the “voice” of a person, organisation, or product.
Four Avatars for “Other” Voices
Personality Voice (think: Brené Brown)
Corporate Voice (think: Apple)
Sole proprietor voice (think: life coach)
Charity/nonprofit Voice (think: World Relief)
Each of these sectors has a “brand voice.” Brand voice is the distinct personality a brand takes on in its communications. It colours the way we communicate across all platforms externally and internally.
Questions to ask to find the brand voice
What is the personality of your client/project?
Who is the audience? Male, female, family, singles, young, old, etc?
Where will the writing end up? In homes, on laptops, in doctor’s offices, etc?
Think of the different types of magazine brand voices: Vogue vs. Readers Digest. Vogue ends up in salons, Readers Digest ends up at dentists and in bathrooms (not bad, just different!)
How will this book, person, company, or product benefit the audience, reader, user, or customer?
What is the price point? Is this a luxury brand or identity, or a “for every man or woman” product. Will people be expected to pay a lot for the company or product? If so, how will that change/alter the voice you use?
Is the company trying to sell something or do they want you to know something? This is key and greatly affects the voice of company.
Practices
Be an active listener and reader.
Practice reading between the lines.
Consider the audience. Who does your voice—or the voice you’re emulating—need to reach?
Don’t try to write LIKE someone else. You’re a writer; be you! But with the added bonus of bringing this friend, this product, this book on board. Practice “putting on” the personality or characteristics of this person, brand, or thing.
Writing Prompts:
Write a paragraph in the voice of your favourite product. Focus on the product itself, not the company or brand voice. How will you sell you to you?
Describe your favourite memory, but write from the perspective of someone else who was there: your parent, sibling, child, friend, enemy, etc.
Write a very brief review (pick a favourite book, movie, tv show or album). Write as if you would read this in a magazine you have at home.
Create an audience avatar--like creating a character. Think of an audience you would like to write to, then imagine the average person within that audience. It might be you, someone you know, or a complete fabrication. Decide: what is their gender, age, nationality, education, career? Do they have kids? Do they spend money on entertainment? Do they have a husband with allergies and have a dog but wish they could have a cat? Create this character like you would any fictional character.
Helpful Articles on Voice
My Fair Writer by Jed Ostoich
The Writer’s Voice by Rachelle Gardener
Middles by Lauren Winner
Questions? Hit me up below!
