Write in the voice of your customers. Or should you?

 

For over ten years I have been beating the drum in support of more visitor-centric language online.

 

Back in the day when most web sites were brochure-ware, I was speaking to anyone who would listen about the importance of writing in the language of one's visitors and prospects.

 

I still believe that. I still think most sites have a long way to go before they hit the right note with their online writing.

 

But I also have some conflicting thoughts on this subject.

 

Here's my concern...

 

Think about five competing sites, all selling self-help products.

 

Imagine that the writers at these sites spend a lot of time listening to the language of their visitors. They visit blogs, MySpace pages and forums etc. They get an excellent feel for how people really talk about the products they are selling. They also get a good sense of which benefits mean most to their prospects.

 

As a result, all five writers create some pretty compelling copy. Their sites are visitor-centric. They speak to the interests and priorities of their readers.

 

This all sounds good. And for the most part it is. These five sites are probably now way ahead of their competitors in terms of speaking the language of their readers.

 

So what's the problem?

 

Could it be that the language on all five sites now feels pretty much the same?

 

Could it be that their copy is now a teeny bit boring?

 

When you get too good at writing in the language of your readers, there is a very real danger that you will lose the character of your own voice.

 

Consider another medium – radio.

 

Do we listen to radio hosts who seem to be totally tuned into what we feel and like?

 

Maybe we do sometimes. But at other times, many of us tune into stations where the host is provocative and challenges our beliefs, values and priorities in life.

 

Which experience is the more interesting? Listening to someone who agrees with us at every level? Or listening to someone who provokes, challenges and even shocks us?

 

As in most things, there is probably a balance to be found here.

 

I'm all for writing web sites that connect with the language and interests of their readers. That's a smart thing to do.

 

But I also believe in the value of maintaining your own voice and character.

It is that voice and character that separates you from other sites which are selling the same products and services.

 

And if that voice is interesting and a little challenging, you'll find yourself attracting a lot more attention.

 

 

 

 

 

 

 

 

 

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