What You’ll Learn From This Episode:
- How to make copywriting consistent and sounding authentic
- What's brand ventriloquism (words, tone, and frequency)
- How your personality is the value you bring to your business
Related Links and Resources:
I've got a practical brand voice framework and it's 3 tools to measure voice; words, tone, and frequency. There's a couple of free websites that have measuring tools for this and I got it compiled in one place for you. You can find that at www.prettyflycopy.com/voice
Justin Blackman has written for more than 329 entrepreneurs and managed to sound like every one of them. He uses an ultra-specific voice mirroring process called Brand Ventriloquism® to analyze and replicate the nuances that make your voice unique, and documents it so you can scale your content without sacrificing authenticity. He’s created voice guides for small brands and leaders such as Amy Porterfield, Stu McLaren, and Danny Iny.
He also has a quick & quirky writing workshop called Write More Personality-er, where he shows how to add punch, power, and pop to your everyday writing.
All the people say he’s pretty fly for a write guy.
Here are the highlights of this episode:
1:43 Justin’s ideal Client: I work with personal brands, I work with coaches with teams, and small to medium size businesses.
1:59 Problem Justin helps solve: I help people scale their writing piece, and I keep their writing copy consistent and sounding authentic which helps build trust with their readers and their customers. There are 3 main symptoms; the first one is disconnected content where everything sounds to be thrown together, and there's a mismatch between social, email, website or podcast, maybe public appearances. Everything seems disconnected. The second one is a bottleneck with content creation, and that's because the boss is writing everything by themselves which comes at the expense of handling other projects or everything has to be run thru them, it just slows everything down. The third one is frustration with copywriters, feeling like not everyone really 'gets' them.
3:23 Typical symptoms that clients do before reaching out to Justin: A lot of people feel that their voices are unique and no one can sound like them, and they feel like if it's not written by them then their audience will know. And their approaching voice is more of a feeling rather than a structure that needs to be broken down.
4:02 What are some of the common mistakes that folks make before finding Justin and his solution: It's when they're approaching writing more as an art and forgetting that there's also a science behind it, and there's a technical side as well. A good copywriter would be able to come in and find that perfect blend of art and science. It's not just getting the structure of the copy right but also getting the structure of your voice right. And there's the elements that I use that brand ventriloquism; that's the words, tone, and frequency.
4:58 Justin’s Valuable Free Action (VFA): Embracing that there really is a science behind the voice, and it's not as touchy-feely as a lot of people think.
5:22 Justin’s Valuable Free Resource (VFR): I've got a practical brand voice framework and it's 3 tools to measure voice; words, tone, and frequency. There's a couple of free websites that has measuring tools for this and I got it compiled in one place for you. You can find that at prettyflycopy.com/voice
6:01 Does professional writings have to sound professional? NO, because your personality is a value from which you bring value to your business especially if you're a solopreneur. And being able to write and not hide that, to bring it to the forefront is something that your audience will identify with. They will be able to see traits that they will appreciate and feel themselves in you, and it makes you stand out. That's what really writing your personality is about. And even if you download that brand voice framework, you will see my workshop about how to write more personality and basically have more fun with writing even if you are professional.
“A good copywriter would be able to come in and find that perfect blend of art and science" – Justin Blackman