Most new business owners, especially professionals who come from corporations, feel they have to take the "corporate style of conversation" into their business. Bad idea. As a small business the stronger the personal connection you can make with your audience the better. You don't have the luxury of being able to spend the millions of dollars on marketing to get people to like your brand. Also, and write this one down, as a small business people are buying you and then the product, especially if it is a professional service like consulting, teaching, etc. If people don't like you, can't connect with you or you don't resonate with them then the likelihood of them buying your service or a product is very small. This is why finding your authentic business voice is so important.
If you're naturally humorous don't try to be the stuffy professional type. If you're the high energy type then don't try to be low energy. It's going to come across as fake and this will turn many people off. Allow your natural way of communication to come through. Doing this creates an authentic voice and people trust authenticity. Always remember that people buy things from people they know, like and trust!
Here are three ways to start finding your authentic business voice.
1. Use I and we instead of "the business does". For example, instead of saying Black Side Business can help you do x, y, z say, I or we can help you do x, y, z. The use of first person makes it more conversational and authentic.
2. Use voice to text to write on your website, blog or social media. One problem that I had in writing on the web and social media was that I sounded like a nerdy boring college professor when I wrote. I had to make my writing authentic and sound like the me people get when they heard me public speak. I did that by using speech to text. In fact that is what I am using to write this right now! The tool I use is a free tool called dictation.io and I did a video on how it works.
3. The last tip is after you've written something read it again and ask yourself does this sound like something I would normally say to a friend or acquaintance? Also let your friends read it and ask them the same thing. If they say no, then go back through and revise it until it does sound like you.
In summary, finding your authentic business voice will create trust with potential clients and customers. Once you have created trust, it is much easier to provide them with a great product or service they are willing to pay you well for.
To check out the free online speech to text tool I use visit https://dictation.io/