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Thursday, April 30, 2015

How a Freelance Writer Captures Your Brand Voice.

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How a Freelance Writer Captures Your Brand Voice

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A strong, consistent brand is a key part of any marketing strategy. The tone & style you use in your writing is a part of that brand, and it should be consistent across all your marketing materials.
Knowing that, it might seem like hiring a freelance writer is a risk. Won’t having an outsider write your marketing materials make your brand voice inconsistent?
Actually, one of the most important skills of a freelance writer is knowing exactly how to mimic your tone and style. Hiring a high-quality professional freelance writer to create your marketing materials will result in a more consistent brand voice, not less.
How exactly does a freelance writer capture your tone and style in order to reproduce it? Here’s part of my process for new clients to ensure I’m writing in your voice and keeping your brand consistent:

Analyze written materials

The first step is to gather and analyze all of your existing marketing materials I can get my hands on and start analyzing your style. Is it formal or conversational? Humorous? What kind of humor: witty, sarcastic, punny, absurdist?
I also examine details like:
  • Types of words used:
    • Short and snappy, or sesquipedalian and erudite?
    • Casual or formal? Any Latin abbreviations (e.g. “i.e.,” etc.)?
    • Industry jargon
    • Repeated words and phrases
    • Use of metaphor or simile
  • Punctuation: Do you use many colons, parentheses, or em-dashes?
  • Sentences: Are they short and concise sentences, or more complicated or flowery?
  • Paragraphs: Are most paragraphs short 1- or 2-sentence paragraphs, or more long and elaborate?
  • Length of pieces: How long is the typical article or blog post?

Ask questions

A good freelance writer will ask lots of questions to make sure their work meets your goals. Standard questions I may ask that will help me get the right tone & style might include:
  • What are five descriptive words that define your business?
  • Do you have any examples of writing you’d like me to emulate?
  • Who is your target audience?
  • How would you describe the tone and style the piece should have?
  • What’s not working for you in your current marketing materials?
These are just a few examples of the process I use in order to capture and mimic your brand voice in my writing.
Interested in starting this process for your business? Contact me today and let’s chat!



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