Brand Voice Breakthrough: How the 4 P's Can Transform Your Message
Heather Lloyd-Martin
25+ Year SEO Copywriting Trainer + AI Writing Public Speaker | Fractional CMO | LinkedIn Learning B2B Writing Instructor | Business + Brand Messaging Consulting | Harness the Power of AI and Turn Words Into Wealth.
How do you write authority content that vibes with your readers and positions you as THE topic authority?
Start by focusing on the four P’s for finding your brand voice. Here’s how.
When’s the last time you vibed with the author of a blog or LinkedIn post so much that you fell down a rabbit hole consuming their other work?
Sure, you may have read 100 articles about that exact topic.
But it’s that one person who put everything in perspective and made your brain light up with glee.
Why? Because you clicked with the creator. They answered your (often unspoken) questions and made you feel seen.
They used language that made you smile and maybe even fist-pump the air.
(Yes, even boring B2B authority content can compel the occasional fist-pump if you do it right.) 🙂
You’ll happily sign up for their newsletter, recommend them to others, and purchase from them because they’ve helped you and made you think.
You know, like, and trust them and see them as THE authority for that topic.
If you’re a business owner or a leader, you want to be that “one person” for your audience.
And the first way to build that know, like, and trust factor is through your brand voice – the unique personality that sets you apart and connects you with your perfect reader.
Easy, right?
Not really.
The thing is when women try to “find their brand voice,” the process feels uncomfortable and weird.
Maybe you’ve felt like this.
You may feel like people won’t care what we have to say in the first place. Or how if we say something it will come off as too formal, too bottom-line, and not…friendly enough.
Your worry about what others will think, which makes it hard for our true personality to shine through.
And sometimes, we forget our accomplishments or feel like it’s bragging to bring them up.
(Raise your hand if you were taught that bragging was unladylike.) ✋
So if you’re tired of not connecting with your perfect audience who will buy from you, love you, and recommend you to colleagues – it’s time to figure this shit out.
Over the years, I’ve developed a system that cuts directly to a person’s WHY and helps them find their voice.
After all, the people you connect with aren’t “just the facts” kind of folks. They may weave in a personal anecdote that gives you a sense of their values and core identity.
Let’s talk about how to do it.
Introducing the 4 P’s of finding your brand voice
Nailing down your brand voice is like entering a dressing room with wildly different outfits.
Some outfits don’t fit at all — they’re too confining or uncomfortable. Some are close but don’t make you feel good. Some looks may surprise you, and you had no idea you’d look so good.
Once everything clicks, your brand voice should feel like an outfit that fits you well, is comfortable, and makes you feel amazing.
That’s why the process tends to take equal blends of soul-searching, market research, and seeing what fits.
I’ve outlined the 4 P’s below with some sample questions. If you find these questions don’t have an “easy” answer – or make you dive into a rabbit hole of self-reflection – know that’s perfectly normal.
For the women I coach, these questions always spark in-depth conversations about who they want to work with, who they are now, and the legacy they want to leave.
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Who is your ideal customer or reader, and what are their characteristics? (Pro tip: ChatGPT can build initial customer/reader personas you can revise.)
What are their daily challenges that you could help with?
How would you talk to your audience in real life? What words do they use?
How do you want people to feel after reading your content?
What awards or credentials must they see to feel comfortable working with you?
What are ten adjectives you (or someone else) may use to describe your current writing style? (Pro tip: You can give ChatGPT a sample of your writing and ask for adjectives that describe your content.)
What are ten adjectives you would use to describe your professional personality?
How do the adjectives change when describing your “at home” personality?
What’s one example of someone with a writing style you love? Why do you love it?
What brand archetype appeals to you?
What are your Vitality Test results (for those who like personality tests,) and how do they resonate with you?
Why are you good at what you do, and how do you differentiate from your competition?
What are your core values, and why do you do what you do?
How do you want to connect with others? On a deeper level, where transformation occurs? Or a more exterior level tied to the person’s behaviors. (I’ll chat about the Circles of Humanness and connection in a future article.)
How do your non-work hobbies fuel your business life?
What kind of legacy do you want to leave?
What personal experience do you feel comfortable sharing with your readers?
How can that personal experience help illustrate your point or tell a story?
How can your years of expertise help your audience see things slightly differently?
What accomplishments taught you the most?
Try it yourself!
Go through the 4 P questions and write down your answers. What feels good? What doesn’t feel quite right? You’ll immediately get insight into where you’re stuck, what’s outdated – and how you can update your brand voice to feel perfectly like you.
Imagine confidently writing content that flows in your voice, knowing what to write about, and having fun transforming your fans into enthusiastic clients.
Between now and December 13th, I’m booking THREE half-day VIP planning sessions to help you find your voice, create a sustainable content calendar, and boost your revenue. If you’re tired of feeling stuck and you’re ready to grab 2024 by the balls, this is for you.
Want to be one of the lucky three? Zip me a note to learn more and schedule a chat.
What’s next?
Website Copywriter for Women Business Owners | Helping business owners craft the upscale brand message they want for their websites | Brand Messaging | SEO Website Copy | Lead Magnets & Email Sequences | Content Strategy
1yI was doing some competitor research the other day and came across another copywriter whose voice I admire so much. It's so different from mine, and we serve completely different audiences, but she grabbed my attention right away. There was no mistaking her authenticity...or the clients she wanted to attract. I hope someday, my brand voice will be as developed as hers.
👑 Founder of Wear Your Money Crown® | Certified Financial Educator | Financial Coach (USA & UK expert) | Author | SXSW Speaker | Helping Organizations & Individuals to THRIVE through Financial Wellness! 💪🏽💰
1yExcellent Heather Lloyd-Martin! These are such GREAT prompts. Thank you for sharing. I will be using them!
Super helpful to work through these 4 Ps periodically. Thanks also for the ideas of how to use AI to help us do this more quickly and efficiently.