Academy / Find your customer and your message
Lesson 5 of 5 · 6 min
A voice that sounds like you
Quick recallWhich of these is proof a small business already has?Think of your answer, then open.
A review from a customer, posted with their permission. Numbers, customer words, before and after, the work itself and who you are. Ask before you post a customer's words or photo.
Two bakeries can sell the same bread with the same message and sound nothing alike. Both work. What fails is sounding like a third bakery every other week.
Three words and one rule
Think of how you talk to your best customer from lesson 1. Pick two or three words, and one thing you never do.
- Yoga studio: "Calm, warm, a little funny. Never tells people what their body should do."
- Coffee shop: "Short, direct, dry. Never uses more than one emoji."
Not sure? Read your last ten DMs to customers. That is your voice.
Then add a few rules for a new employee on day one. Always: "Say the price when we mention an offer." Never: "Never use a discount as the first line." Three of each is plenty.
Put it all into Postfjord
Under Settings, Brand voice:
- About the brand: your sentence from lesson 3 and what you sell.
- Audience: your customer, from lesson 1.
- Tone of voice: your three words and your rule.
- Always and Never: your rules.
- Standard call to action: the next step you ask for most.
- Example posts: two that sound exactly right.
Draft from my website or Draft from my posts drafts it for you. Nothing is saved until you press Save. Replace its guesses with your lines, because yours come from real customers.
Do it
- Write your three words, one rule and a few Always and Never lines.
- Press the button below and fill each field.
- Reuse the brief from lesson 4 and press Generate draft. If it sounds like someone else, change Tone of voice first.
Quick check · 3 questions
Check what stuck
Where do you find your voice if you are not sure what it is?
Show the answer
In your last ten DMs to customers. Your posts should sound like the messages you already send, not like an ad.
Where does your one sentence go in Postfjord?
Show the answer
About the brand. Settings, Brand voice: your sentence in About the brand, your customer in Audience, your words in Tone of voice.
Postfjord filled the brand voice from your website. What do you do next?
Show the answer
Replace its guesses with the lines from this course, then save. The scan is a good start. Your lines come from real customers, so they win.
In this course
- 1Who you sell toWhy "everyone" is the hardest customer to write for, how to pick one real person, and the five things to know about them. · 5 min
- 2What they want, in their wordsWhere to find the words your customers use, the difference between what you sell and what they buy, and a list of phrases to reuse. · 5 min
- 3Your message in one sentenceA simple pattern for the sentence that says who you help, with what and why you, five worked examples, and a test to know it works. · 5 min
- 4Proof and the doubts people haveThe kinds of proof a small business already has, the five doubts that stop people from booking, and a post that answers one of them. · 6 min
- 5A voice that sounds like youDescribe how you sound in a few words and a few rules, then put the whole course into the brand voice in Postfjord so every draft starts from it. · 6 min