Several years ago, while tasked with delivering a major marketing strategy presentation to a senior executive, I came prepared with what I thought was a sharp, concise script. My lines included phrases like “In Q3, we’ll deliver a unified editorial calendar to leverage increased paid media investments,” which sounded professional and polished in my mind. However, the response from the executive was a quest for clarity: “So, is this basically a blog series we’re promoting with paid ads?” That was a wake-up call. I had fallen into the trap of using “content voice”—a jargon-heavy, impersonal style of communication that was muddling my message rather than clarifying it. Since then, I’ve been committed to eliminating this from my work and advising others to do the same. Let’s explore what “content voice” really means, why it’s a problem, and how you can develop a strong, relatable brand voice that resonates with your audience.
Understanding Content Voice
Content voice often manifests as the use of complex jargon in an attempt to sound sophisticated. Here’s what it typically looks like:
- Using “utilize” instead of “use”
- Employing “leverage” rather than “help” or “aid”
- Writing lengthy, unclear descriptions of products that leave customers baffled
When your content is laden with such terms, it not only feels less personal but also less valuable. It screams marketing, distancing your audience rather than drawing them in. The key takeaway? Speak plainly. Imagine explaining your product or service to a friend over coffee. If that sounds daunting, especially in a B2B context, remember: clarity leads to appreciation from your clients.
Characteristics of a Distinctive Brand Voice
Your brand’s voice should be as recognizable as its visual logo. It should convey authenticity and be consistent across all platforms, from social media to company newsletters. Ideally, anyone interacting with your content should think, “I’d know this brand anywhere!”
Five Strategies to Develop a Cohesive Brand Voice
1. Prioritize Genuine Understanding
Forget about sounding smart; focus on being clear. This starts by truly understanding your topic, which means asking questions and listening carefully to the answers.
2. Clarify Niche Terms
While simplifying language is crucial, some specific terms are unavoidable. Always take a moment to define these terms for your audience.
3. Be an Advocate for Simplicity
Push back against colleagues or superiors who prefer jargon. Explain that your goal is to make content as accessible as possible, especially for global audiences who might struggle with complex language.
4. Support Your Choices with Data
Data can be a powerful ally in demonstrating the effectiveness of a straightforward brand voice. Metrics like increased website engagement or higher conversion rates can help make your case.
5. Lead by Example
If you’re in a position of influence, use it to promote a jargon-free, human-centric approach to communication. Praise and reinforce clear language use within your team.
Spotlight on Brands with Effective Voices
Mailchimp: Mastering the Art of Simplicity
Mailchimp excels in delivering complex email marketing concepts in a straightforward, engaging manner. Their content is a perfect blend of fun and functionality, devoid of unnecessary jargon.
The Hustle: Straight-Talking Business Insights
This newsletter is known for its direct and digestible business news, proving that you don’t need to dress up content to make it impactful.
Canva: Creativity Without Complexity
Canva keeps its communication about graphic design light and fun, focusing on what users can achieve with the tool rather than overwhelming them with technical details.
The Simplicity Principle in Brand Voice
Ultimately, simpler is almost always better. Avoid dressing up your communications with a fancy “content voice,” which often backfires, making messages feel contrived and alienating your audience. Instead, aim for clarity, simplicity, and relatability. Speak to your customers as humans, and they will respond with engagement and loyalty.
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Mason Brooks is a blockchain business strategist with six years of experience launching crypto startups in the United States. He breaks down innovative business models and best practices to turn your ideas into reliable revenue streams. His pragmatic approach provides you with actionable roadmaps and inspiring case studies.
