Who writes your marketing copy,
your social media posts,
your package ‘stories’
matters.
Your customers might not know
the person’s name
but they recognize
the writer’s ‘voice’,
that distinctive style of writing
we all have.
Think it doesn’t matter?
Look at the issues
surrounding Game Of Thrones.
Previous seasons were written
by George R.R. Martin,
the novel’s writer.
This season was written
by TV writers
trying to mimic George R.R. Martin.
They’re not doing a good job.
I haven’t read the novels
yet I could tell the episodes
were written by different people.
Your customers can tell
when your marketing copy
is written by different people also.
This could be great
if you’re trying to rebrand yourself
or it could mix up customers
if you wish a consistent branding.
Does this mean
everything has to be written
by one person forever?
No.
James Patterson doesn’t write
his own books.
He looks over the stories told
by his ‘co-writers’
and tweaks them
to be consistent with his unique voice.
You could do the same thing.
Voice is part of branding.
Be aware of it.