Sometimes, a potential client will say something like, “I want the copy to capture the voice of the author.”
Other potential clients will say, “we need to get the brand voice together.”
I can turn up the volume and I can turn down the volume when I’m writing direct response copy. Some copy needs heavy amplification. Some copy needs to be soft.
But that’s not about “voice” in advertising. To be frank, I’m not sure I really understand the voice concept. Or maybe I do … MailChimp has a slightly cheeky approach on their website.
Here’s my reply to potential clients who want voice.
“Do you want to capture a voice or sell stuff?”
You (I) can spend hours trying to capture a certain voice or feel. But it’s always a fruitless endeavor.
It’s like when a client says, “I don’t really know what I want but I’ll tell you when I see it.” That’s fine if I bill by the hour and the client has an unlimited budget.
My clients let me write copy that sells their products and services. As a direct response copywriter, that’s my job.
I'm a direct response copywriter. I write direct response copy for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.
I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.
Disclaimer for the above.
The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting. This Certification has not been provided by an accredited education institution. It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.