Alex Cattoni shares three steps for matching a client's brand voice quickly. Start by documenting their exact words and phrases, what they use and avoid. She warns against missing these details: using "WTF" in a subject line once cost her a client's trust.
Really nailing a brand voice can be a little bit tricky when you are just starting to work with a new client who you've never worked with before. And it's especially tricky if it's in a niche or a market that you've never worked in before. There's three things that you can do to pretty quickly learn a brand voice as you're just getting started, and the first one is come up with a list of words and phrases that they commonly use. So something that I love to teach is this idea of phraseology. I am a big fan of phraseology at the Copy Posse. I'll give you a funny story. I was once writing copy for a client and I used the subject line WTF in an email. That is something that I would say. Of course, those of you who are on my email list know that. However, I should have been clearer with the client that they would absolutely never say WTF or what that acronym stands for. So their customer support inbox was like blowing up with complaints and people saying, I can't believe you use the F word so quickly. Come up with a list or a glossary of terms that your client would 100% use and things that they would never.
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