Written by Lynn Swayze
It’s not uncommon among direct response copywriters (the world of marketing I come from) for them to say that brand voice simply doesn’t matter because if you can just write a compelling enough headline, big idea, etc. in a proper sales funnel, then you’ll make gobs of money and all will be well.
And for some Expert brands, this may work.
But if you want to build an Expert Brand full of sophisticated clients who don’t fall for gimmicks, who value you and your unique perspective, and who
The Brand Voice of an Expert Brand Needs to Sound, Feel, and Look like What Clients will Actually Experience; to do otherwise asks for client dissatisfaction and churn.
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