Wednesday, October 7, 2015

The Voice: Emphasize What Makes You Special in a Crowded Marketplace

In creating marketing materials, one of the most important aspects to focus on is your voice. Even if you're operating in a crowded marketplace and competition is stiff, your voice is one of the best opportunities to emphasize what makes you special. Embracing and projecting your sense of individuality can do wonders for your marketing return on investment.

Create An Impression

Understand that your voice isn't necessarily something you can artificially create. It's something that develops organically as your business continues to grow and evolve. Once you discover it, though, grab onto it, use it, and never let it go.

Consider Nike's recent campaign "Find Your Greatness."
Nike played up the idea that amazing things typically have small beginnings, and sometimes you only need a simple "push" to unlock your full potential. The thesis of the campaign itself is, "If you want to be a great athlete, your journey begins with a pair of Nike shoes." But, the use of Nike's voice as a reflection of the brand individuality is unmistakable: Nike is telling its audience that the shoes themselves are not necessarily great, but the combination of the shoes and the perseverance of the individual is what will accomplish great things. Nike's voice has created an emotional connection with its audience. They aren't saying, "Buy these shoes because we are the premiere footwear manufacturer on the planet, and they're the best shoes you will ever have." They're saying, "You are on the verge of greatness, and a pair of Nike shoes can push you over the edge."

Is it bold? Yes. Is it brash in its confidence? Absolutely. But regardless of whether or not you buy into the marketing line as a consumer, you can't argue with the fact that it is a startlingly simple campaign that distills what makes Nike unique into one positive message of empowerment. 

Your Unique Voice

The form your voice takes depends on the impression that you're trying to create. If you sell shoes and you want to come off like a friendly neighbor who just happens to be a clothing manufacturer, you would want your marketing language to take a much more casual and flowery approach. If you want to come across as a professional expert, you would go in the other direction and prove yourself trustworthy through more formal word choice. You'll want to experiment as you find the voice behind your company. Then, you can use it to separate yourself from the rest. 

It isn't necessarily what you sell that makes you successful-- it's how you choose to sell it. A million different companies sell widgets, but what is it that makes people want to buy YOUR widgets above anyone else's? Your voice.

Have you found your voice? Tell us about it!

Peter "The Printer" Lineal
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133

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