Say you’re ready to start creating written content for your brand - whether business or personal. What’s the first thing you do?

Most might say… sit at the screen and stare into the abyss that is my brain now that I am trying to force myself to write… others might say I immediately jump into brainstorming, or bust out my favorite generative AI tool. Cool, cool, all valid - but when you're done, do you end up feeling it’s just not connecting back to what you are trying to convey or inspire?

Anytime you are preparing to cast your net out into the sometimes cringe but also wonderful world wide web, getting clear on who, what, why, when, and how might be the secret sauce you’re missing. Another way to think of this is taking the time to define what you want your audience to take away from your content, blog posts, videos, or recordings.

You decide you want to convey that working with you is a transformational experience. Your clients need this because it can help them reduce stress and brain fog and feel more confident about taking action day to day.

Next, you summarize how the transformation takes place:

The process you’ll walk them through

Key benefits

Actions that they need to take

What are their next steps (Scheduling a free consultation, reviewing a pre-recorded webinar, etc)

Finally, you take these core elements and infuse them into your blogs, podcasts, and social media posts to highlight cohort or 1-1 outcomes, as well as your email and website copy.

Initially, it might feel a bit clunky and annoying, but trust the process. As humans, we need to hear information several times before it truly sticks, that’s just how our brains work. To make it more fun for you and your audience, you can play around with different ways to convey the same values, use synonyms, swap out key phrases for similar ones, etc. Still, the main point is that your overarching thread remains consistent, allowing you to stay true to your brand voice while leveraging multiple communication types.

Having a bit of strategically placed repetition is actually an asset; that’s why marketing ADs we see constantly end up getting stuck in our heads - JG Wentworth jingle and Jet2Holiday, I am looking at you!

Last but not least, I know it can feel scary to develop a brand voice - because it feels like locking yourself in, and for those of us who hate being put into boxes, that is akin to torture. But key messages are not meant to be static; they are intended to grow and evolve with you and your brand, or shift based on the program you are promoting. As long as you take a little time to develop them and then adjust as you grow, they can ensure your messaging stays sharp and you stay consistent no matter where you show up.