The most common concern that people have when faced with the task of writing a company blog, tweet or post is: “what should I say?”
I offer a simple solution:
Forget about what to say and focus more on how you say it!
Your business and professional life are full of stories to write about in social media posts. You can Google topics in your industry and probably write out several months worth of relevant, informative posts that your customers would love to have as reference points. But what makes those pieces of information relevant and authentic is the sound of the voice you speak when writing.
“Sound?” you say. “Written words don’t have sound!”
Of course, written words don’t have sounds, but they do have a voice.
Technology may have made it easier to write out words and then spread them quickly across the internet to thousands of people, but technology left out the human connection that it takes to resonate with buyers and customers.
So think about that quote for a moment:
“Speak to the dog, in the language of the dog, about what’s in the heart of the dog.”
Your written voice must contain within it the values and passion that you have for the messages you want people to hear. Your written voice must carry in it the purpose and reasons why you are who you are. What you do is of no importance to the customer because in our social media world they have already found you among the millions of voices that beckon their attention.
Who you are, matters. Why you do what you do, matters.
That is what is in the heart of the dog: values, passion, emotion, purpose, vision, relationships, and conversations. All intangible things that do not involve profit and loss, line item budgets, and overseas manufacturing.
Start by figuring out why you started your business.
Then figure out what truly drives your career.
And finally, figure out the core passion that makes you different from all the other voices and you will have found your true voice. The voice of the dog.
“Speak to the dog…about what is in the heart of the dog”.
Not what is in the heart of your business, or your last board meeting, or even in the results of the survey monkey. What is in the heart of your customers is usually a value system that makes them “get what you do” because they know and understand why you do it.
They just get you. And that, my internet friends, is the voice of the dog!
#smallbiz, #content, #contentmarketing, #socialmedia, #designbear, #customers, #values, #valuedrivenbusiness