It matters how you say it

The web has introduced a constant stream of content for your audience. And because of that, it's now overrun with options, making it 10x harder to get your audience to commit. 

Simply put, readers know there are 'more businesses like yours' out there and will move on if they're not feeling your vibe. 

For instance, did you know >>> the average time a reader spent on your page dropped to 8 seconds as compared to 12 seconds in 2000, and only half of the readers spend 15 seconds viewing the page. Yikes! When did readers become so flakey? 

Wait, I’m that reader…

I know exactly how your potential customer thinks because I am that person who jumps from site to site until I find one that either makes me laugh or grabs my attention. 

And just like the general public, I too judge every digital storefront by its 'above the fold' feel and design before even bothering to learn more about their mission, their products, yadda yadda. 

Does that make me a bad person? No, it makes my typical (damn it) and while I don't like being like everyone else, who I chose to pay attention to and buy from is textbook. 

So what are WE supposed to do about flakey readers? I've got a few ideas… 

Now that we know web users spend 80% of their time looking at the information "above the fold" and are more likely to retain that information, you should spend more time on your home page.

“Get your headline right
and keep your content interesting, or else.”

- Megan, Posse Boss.

First impressions matter.

If you're looking at these numbers and wondering how the hell you're going to make these statistics work for you, concentrate on making the tone of your brand's voice unforgettable.

How? By taking an honest look at how you communicate naturally with friends, comparing that style with how you interact with customers, and meshing the two together. 

That way, your tone is friendly, inviting, full of personality and a tiny bit professional. No one likes a stuffy Stu (sorry Stu).

Once you've decided whether you're going to be witty or wise, casual or formal, teen mom or CEO - you need to stick with it across the board.

So whether you're producing videos, blogs, or website copy - keep the tone on point, or you'll confuse your audience.

Here's where being an evil genius writer comes in handy… I know there's a scientific reason behind why the tone of voice matters more than the actual words, and I use it to my advantage. 

I write words that mirror the audience's perspective and use empathetic language to make connections as a means to humanize whatever brand "I am" that day (insert Phoebe's evil laugh).

Tone conveys emotion, and genuine emotions cannot hide.

When you're having a conversation with someone, you're not only listening to their words; you're reading their body movements and interpreting unspoken communications, such as a change in voice pitch. 

Written words have the same effect! In fact, you've been reading this blog in an assumed tone the entire time, based on the unspoken communications I've been giving off. 

HA gotcha! So if your words are lacking dimension or personality on your site, they could be turning people away out of boredom. And if you're unclear on what your brand voice 'sounds like' or have yet to pick a tone- today is a great day to make that distinction. 

Brand Bible VIP days are a thing now - it's an entire day dedicated to your brand, audience, offers, marketing plan and messaging strategy. We talk about how you sound, who you're speaking to, and what messaging strategy yields the highest conversions. 

Tiny bit curious and want to learn more? I'd love to chat with you! Drop me a line here, and let's weed through your thoughts. 

Brand Bible VIP Days are limited, so be sure to reach out ASAP if you're interested in claiming one for yourself.