Brand voice - what the hell is that? Let's take a look at 5 businesses that manage to confidently communicate what their brand is all about.
Designers construct our beautiful websites, apps and online products. They help us to navigate the choppy waters that flow between our first interaction with a design and eventually taking positive action.
They're basically our 'digital architects' + they've had a hand in everything you see and do online - from shopping for your weekly beer supply to finding and streaming your favourite podcast.
THEY'RE THE BEST.
But, okay...I confess, I'm going to criticise UX designers a teeny tiny bit - it'll only be quick though I promise.
Right, some designers, not all, but some can't write for shit.
And writing good copy is ESSENTIAL to good UX design. Unfortunately, the focus can be on graphics, website layout and the features and gimmicks that are scattered all over its pages. If the copy isn't effective then designer's efforts can suffer and people won't be compelled to interact with physical and digital products.
The preoccupation with digital interface means that copy gets sidelined.
Writing good copy should be an essential skill or at least a priority in the modern UX designer's arsenal.
The thing is that designers and copywriters have so much in common:
- They're thinking about the motivations of users.
- They're trying to imagine the journey a user will take.
- What will compel users to take action?
- How will users react to certain features?
- What is stopping a user from moving forward?
The mind-sets are so similar, as designers and copywriters try to work out what to give more weight and how to create seamless user experiences.
Effective, well-written copy allows brand's to develop their unique voice and to tell their story. Story-driven copy is the way to elicit emotional responses from users and combining this with good design can lead to higher conversion rates.
One clear example where design and copy intersect is chatbot construction. We're seeing more and more chatbots on the scene and they're going to continue to pop up left, right and center. What differentiates good chatbots from bad ones? Superb design and engaging copy. One without the other doesn't work.
Finding a UX designer who is just as good at writing copy is rare though. Both skills can take years to craft and are really time intensive to learn, but being a designer who prioritises good copy and acknowledges its importance can automatically put you ahead of the competition.
Your UX design depends on good copy. Let me help: firstname.lastname@example.org
You're too close to your brand. You've nurtured it, watched it grow, you've set it free and now it's toddled out into the big wide world. Blood, sweat, tears and a busted gut got your brand to this point. You live, breath and talk the hell out of your brand every single day - sometimes it's hard to see GLARING issues with your website and copy. You've been totally immersed in your brand, you're down the rabbit hole and it's tough to be objective.
Apparently you've got 10 seconds to engage your reader with an attractive value proposition. GO GO GO. Basically, you have to quickly get across what you'll do to make a customer's life 10x better. The good thing about being a freelancer (apart from my intimate knowledge of daytime tv) is that we can look at your brand and website with a fresh pair of peepers. We can help you to communicate compelling reasons to stay on a page or to take action. You have to make the most of those 10 seconds. Decisions are made quickly.
You're obviously talented and building a brand is a massive achievement, but you're not a copywriter. It's impossible to be good at everything (unless you're Hermione Granger), so letting a freelance copywriter use creative conversion copywriting to elicit an emotional response (I promise it won't be disgust) and make more sales just...makes sense.
You wouldn't do your plumbing yourself...I don't know, maybe you would, but if you want a happy, relaxing life without sticking your head in your toilet then you wouldn't. Copywriting is a specialist skill, so getting someone involved who has fresh perspectives and can shake things up a bit could be exactly what your brand needs.
Let's chat: email@example.com