Find Your ‘Voice’ to Create Content That Rises Above Competition
The most compelling writing has a “voice.”
And professional service providers can make their content rise above the crowd with a strong writer’s voice.
What is a writer’s voice?
It is the way that content conveys your identity, expertise and approach, as well as the facts of the topic you are writing about. The writer’s voice helps the reader understand what differentiates you from competitors. To be most effective, the writer’s voice must be consistent, shining through in every piece of content.
Example:
The Tax Cuts and Jobs Act (TCJA) added a new tax deduction for owners of pass-through entities - a 20 percent deduction off qualified business income (QBI) from a qualified trade or business. The law also eliminated other deductions.
Business owners of “pass-through” entities will enjoy a sizeable new deduction provided by the Tax Cuts and Jobs Act, as well as lower tax rates. But the loss of other favorite business deductions may offset any gains the TJCA yields for some businesses. Careful planning can help.
The first paragraph conveys facts. The second conveys an understanding of the reader’s needs, and promises a solution. They tell the same story, but who would you be more likely to call if you had a tax question?
How do you find your voice?
How do you find your voice and make your content more engaging for readers?
It’s a process that many writers struggle with for a lifetime. But you’re not writing the Great American Novel. You’re writing a 700-word piece describing a new tax law.
So let’s get started.
Before you write, talk.
Talk to yourself, talk to your coworkers, talk to a trusted friend or even a client. Talk about the topic you intend to write about, and pay attention to how you describe it in spoken conversation. Record your conversation if it would be helpful. You probably speak in short sentences, focusing first on the provisions of the tax law that have the greatest impact, either positive or negative.
Write the first two paragraphs of your content just as you would speak them in a conversation with someone who doesn’t have your professional training. Don’t write chronologically - people don’t think chronologically, and they won’t read content that is a turgid rehash of “this happened, and then that happened.” And they certainly won’t read content that is broken up with tax code citations.
Readers care about how they will personally be impacted by your topic. Period. Start with that, and end with that.
Don’t write for an audience - write for one reader.
Create a persona in your mind of who your reader is. Don’t write for “small business owners.” Write for Joe Smith, owner of Smith Manufacturing, which employs 82 and has annual revenues of $23 million. Perhaps Joe’s sales are 70 percent domestic and 30 percent international. He wants to boost sales abroad, but he has capacity and financing challenges.
If you keep Joe in mind as you write, your writing will sound more personal and direct. Your voice as a knowledgeable, caring advisor will come through. And don’t worry about the content appealing to too narrow an audience. “Joe” represents a lot of Joes out there.
Rule of threes.
Consider the “Rule of Threes.” Joe is a busy guy with a lot on his mind. Like most readers, he’s not going to remember more than three major points from your content.
Help him out.
Craft your content around three major themes: impact, explanation and prescription.
Impact.
What is the most significant impact of this tax law? Will it save money for a broad-based cross section of taxpayers? Or will it raise taxes for a specific group of taxpayers? Focus on that impact and remember, you’re speaking to Joe (and all the Joes). In the first two paragraphs, state the impact clearly, identify who will feel it the most, and how it will be felt. Sounds like a lot to pack into a couple of sentences, but it’s do-able.
Explanation.
Use the next couple of paragraphs to explain how and why the tax law was changed, and what drove the government to make the change. If your reader is impacted negatively by the tax law, who does it benefit, if anyone? Put the law into perspective.
Prescription.
What can your reader do to prepare for the impact of this tax law? What can s/he do to offset the impact? Change business entity structure? Reconfigure an estate plan? Alter an investment strategy?
Come up with three to five actionable bullet points. By helping your reader see the path forward, your voice as a helpful, knowledgeable advisor who understands and cares about the reader’s needs comes through loudly and clearly.
Call to action.
Wrap up your article with a call to action. You have explained the issue to Joe, and now he’s looking for solutions. You want him to visit your website, download a whitepaper, join your next webinar or (best of all) call you for a consultation.
Using your unique voice tells your readers why they should get to know you and potentially do business with you.
Learn more about making your content more effective and engaging.
Visit AnadonMarketing.com.