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The day I realized my brand voice was too polished for my own good
I spent 3 years writing all our social posts and emails in this super professional corporate tone. Thought that's what built trust. Then last month a customer literally replied to our newsletter saying 'whoever writes this sounds like a robot reading a script.' At first I was offended but then I looked at our engagement numbers. They had been dropping 15% each quarter. Switched to writing like how I actually talk to people at my shop - casual, a little rough around the edges - and our click rate jumped 22% in 2 weeks. Has anyone else had to kill their formal brand voice to get real traction?
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margaret2341mo ago
Oh wow, that customer really called you out but ended up doing you a favor. I've been noticing this in so many places lately, not just online but at local stores and even at my dentist's office. The over-polished stuff feels like it's trying to be impressive instead of helpful. Like when a restaurant menu describes a burger as "artisanally crafted with hand-selected premium cuts" and you just want to know if it comes with fries. People are tired of being sold to with fancy words, they just want real talk from real people. The numbers you got back prove it, customers can smell fake from a mile away.
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