Consistency for all the senses

When you think about consistency in your marketing efforts, in most cases you're paying attention to repetition or visual consistency. But, I want to remind you about a more subtle but equally important aspect.

Often times, how you say something is more important than what you say. 

You should have a clear idea of what your company's "voice" is. And regardless of how many different writers are involved, your materials should always be in the same voice.

How do you "sound" in your communications pieces?

• Are you formal?
• Conversational?
• Do you use short, choppy sentences or long, descriptive paragraphs?
• Do you strictly adhere to grammar and style rules or do you take some liberties?
• What about slang or industry jargon?

What do each of those choices say about you?

Don't assume the right answer is based on industry stereotypes. Imagine the tone and style differences between a corporate law firm and a law firm that specializes in family law.

Your voice goes beyond the written words. What is the attitude of your radio spot? How about your signage? Is your voice consistent in how you answer your phone? The signature line on your e-mail? What about your press releases and sales promotions materials? Your on hold message?

Think of all the ways you communicate to your customers, potential customers, employees, and vendors. How consistent are you?

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Comments

[Jay Ehret]

Great advice, Drew. I would also add that the voice should be authentic. Companies should not try to be someone they're not. It's difficult to maintain over time.

[Drew McLellan]

Jay,

Excellent addition. You can't fake it long term and the consumers will see through it every time!

Drew