I’ve lost count of the amount of times clients have helpfully corrected my copy because I’ve started a sentence with ‘And’. But the ‘rule’ they’re referring to isn’t a rule at all. And William Shakespeare agrees with me.
If you could employ anyone to sell your business, product or service – a spokesperson or advocate to represent and promote your brand – who would you choose? Because that’s what you can do with a strong brand voice (and the right copywriter).
People buy into a brand emotionally, then seek out information (a tendency known as confirmation bias) such as case studies, testimonials and reviews (social proof) to support their decision. But why stop at closing a sale when you can open the doors to a community of advocates?
Does your copy have the feel-good factor? Have you established a genuine and distinctive brand voice that resonates with your audience? It's hard to put a dollar value on, but it's key to the success of your brand, as this little email case study for HIF proves.