What do you NEVER say?
One question I ask every client before we start our work together seems like the easiest question in the world, yet most of them can’t answer it.
What are some things you always say? And what are some things you never say?
Your mannerisms—the things you do and say consistently (and often, unconsciously)—are what make your content uniquely yours.
This can be as significant as a central belief that drives the way you think or act. For instance, I have a client who always says, “Facebook ads won’t fix a broken funnel.” And another who says, “When everything is important, nothing is important.”
It can also be as subtle as how you greet people (“hey y’all” or “hi friends”) and sign off your emails (“Cheers!” or “Best”).
And even the type of pop culture references you like to make are important. Are you a vanilla ‘Friends’ and Taylor Swift type? Or are you more into ‘House of Dragons’ and Megan Thee Stallion? (And yes, for those clutching their pearls, it can be both.)
When it comes to things you never say, these are often industry terms or phrases that don’t jive with how you think.
For instance, I have clients who hate the term “zone of genius” and others who use it often. One of my clients actually answered this question with “Anything Grant Cardone says.” (And I knew exactly what she meant.) 😆
I also have clients who don’t want to swear and others who don’t want to use phrases or make references that might be too feminine, like saying “besties” or referencing Ariana Grande lyrics.
If I want to write in a way that sounds like you, I’ve got to know these inside and out.
The problem is that, often, these are things you do and say unconsciously. So when I ask people this question, it’s like they completely forget who they are.
To be intentional about this, you need to go back and look at your content. Read old Instagram and LinkedIn posts. Watch old YouTube videos. Listen to podcast episodes you’ve been on.
Honestly, this is exactly what I do to learn my clients’ voices. The more content they’ve created in the past, the more I chat with them on calls, and the more voice notes they send, the easier it is for me to write like them with no edits.
How to apply this ASAP:
Write down a list of things you always say and never say. Keep this handy whenever you're working on messaging and give it to anyone you might hire to write stuff for you.
And if you want more support with documenting your brand voice, grab my brand voice workbook for $9!