The way you talk about yourself and your business has a huge effect on the impression you give. It’s not just about what you say - the words you use can subtly influence how people view you.

For example, if you sent out a quote to a potential client, how would you sign it off? Here are a few possibilities:

  • I look forward to receiving a response at your convenience.
  • Get back to me when you can.
  • I will await your impending answer with breathless anticipation.

Ok, so that last one might be a bit over the top, but you get the point. Each sentence, though essentially saying the same thing, would create a very different impression of you as the sender.

Let’s look at how you might tell people about a sale you’ve got on, perhaps via social media. You could write:

  • Grab loads of massive deals all week in our bargain basement sale.
  • Exclusive discounts available for new and existing members until the end of the week.
  • We’re sharing the love this week with 25% off when you use the code FREEHUGS.

What impression does each one leave you with? Which one do you think your customers would find most appealing?

There’s no right or wrong answer. The important thing to take away is that while each one basically says “we’ve got a sale on”, the phrasing gives them all a totally different feel.

Even something as simple as the call to action on a contact page can speak volumes about who you are as a business. For example:

  • For further enquiries please email xxx
  • Get in touch via xxx
  • Connect with us on xxx

I particularly the one from Innocent Smoothies, which simply says,“Call the banana phone”. (Their office is also called Fruit Towers - say what you like about their marketing strategy, but it’s consistent, and with a revenue of £100 million last year in Europe alone, it’s safe to say it’s working.)

Whatever words you decide suit your business best will form the basis for your brand voice… and once you’ve figured that out, it’s important to be consistent.

Client loyalty is built on trust and there’s nothing that will make your business appear false quicker than erratic messaging from the different elements of your content marketing tool bag.

From your website to your social media, emails, flyers and more, make sure you’re telling your clients the same thing, and that it’s what you really want to say.