{"id":2072,"date":"2023-10-17T13:21:28","date_gmt":"2023-10-17T18:21:28","guid":{"rendered":"https:\/\/blog.gofranklingo.com\/?p=2072"},"modified":"2023-10-17T13:21:29","modified_gmt":"2023-10-17T18:21:29","slug":"the-marketing-importance-of-an-authentic-voice","status":"publish","type":"post","link":"https:\/\/blog.gofranklingo.com\/index.php\/2023\/10\/17\/the-marketing-importance-of-an-authentic-voice\/","title":{"rendered":"The Marketing Importance of an Authentic Voice"},"content":{"rendered":"
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Whether you are writing copy for direct mail, email, or mobile video, it is essential to be authentic. Indeed, Stackla has found that 90% of shoppers say that authenticity is important when deciding which brands they like and support. But maintaining an authentic voice doesn\u2019t just \u201chappen.\u201d Like everything else, it takes planning. Here are five tips for maintaining an authentic voice and winning customer trust.<\/p>\n\n\n\n

1. Use natural language.<\/strong> It might be tempting to use big words, thinking they make you sound knowledgeable. They can make you sound stiff, like a corporate brochure, rather than a real person. Speak in a way that your audience can relate to. For example, instead of saying, \u201cWe\u2019re going to leverage our core competency to shift the paradigm,\u201d say, \u201cAs experts in this area, we\u2019re going to do something new and exciting.\u201d<\/p>\n\n\n\n

2. Keep it real.<\/strong> Shoppers can sense when you are exaggerating. Even if they don\u2019t figure it out upfront, they will once when they start using the product and it doesn’t perform as you claimed. Don\u2019t exaggerate the truth or make promises you can\u2019t keep.<\/p>\n\n\n\n

3. Get your enthusiasm on. <\/strong>When someone argues passionately about something, whether an environmental cause, a weekend hobby, or an outstanding vacation destination, it\u2019s easy to get caught up in the excitement. Even if your product is as dry as Melba toast, find something to get excited about, then write from that source of genuine enthusiasm. If you\u2019re excited about your product, others will be, too.<\/p>\n\n\n\n

4. When necessary, show vulnerability.<\/strong> Studies consistently show that consumers are more likely to trust a company that admits and works to correct its flaws than one that claims that all paths lead to success. Vulnerability is real, and we relate to it. Vulnerability builds trust.<\/p>\n\n\n\n

5. Have fun.<\/strong> Have some fun in your marketing. Use humor, lighthearted pictures, and an element of surprise now and then. We have enough things in our lives that are dull. Please don\u2019t make your product one of them.<\/p>\n\n\n\n

Ready to be authentic? Whether it\u2019s through direct mail, email, or mobile, customers want to hear it. So, sound like a human. Be relatable, and your customers will reward you.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whether you are writing copy for direct mail, email, or mobile video, it is essential to be authentic. Indeed, Stackla has found that 90% of shoppers say that authenticity is important when deciding which brands they like and support. But maintaining an authentic voice doesn\u2019t […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[29,33,35,155,43,166,79,171,180,132],"class_list":["post-2072","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-data-driven-marketing-strategies","tag-direct-mail","tag-direct-mail-design","tag-direct-mail-strategy","tag-direct-mailers","tag-direct-marketing","tag-marketing","tag-marketing-communications","tag-personalized-marketing","tag-usps"],"_links":{"self":[{"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/posts\/2072","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/comments?post=2072"}],"version-history":[{"count":2,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/posts\/2072\/revisions"}],"predecessor-version":[{"id":2117,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/posts\/2072\/revisions\/2117"}],"wp:attachment":[{"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/media?parent=2072"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/categories?post=2072"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/tags?post=2072"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}