Eighty percent of consumers say that authenticity is a key factor in deciding who they do business with. That is why your brand voice should sound like you. 

The key is to be yourself. After all, remember you are your brand.

Does that mean that some people will decide not to work with you? Absolutely. But on the flip side, that means that you will be perfect for someone. When that happens, you are working with your dream clients and who doesn’t want that?

Here are three ways you can embrace your own brand voice and attract the people you want to work with the most. 

Embrace who you are

First, it’s important to know who you are and embrace it. Your authenticity will make you stand out in the crowd and will attract the people that are right for you.


  • What are you known for? Are you quirky, funny, cerebral, irreverent?  Whatever you are, let that be reflected in your business.
  • How do you relate to others? Do you relate compassionately, authoritatively, empathetically, straight-forwardly? Expressing this allows your potential clients to know what to expect.
  • What kind of energy do you have? Are you typically calm, soothing, energetic, exuberant? The copy on your website, in your emails, and on your sales pages should reflect that energy.

Each of those descriptions appeal to someone out there, but people are quick to recognize fakes so get to know yourself well so you can share authentically.

Someone is out there waiting just for you, so don't be afraid to be yourself

Sound like yourself

Second, talk to your audience the way you would normally talk, not the way you think you should talk or the way other course creators talk.

  • Do you generally speak using slang or reference pop culture? If that’s you, don’t be afraid to do that in your courses and marketing.
  • If you use contractions when you speak, continue that in your writing or you will come off as stiff, stuffy, and too formal.
  • Use the vocabulary you normally use. Do you sound like a college professor when you speak or the neighbor you meet for a drink after work? Either way is fine, but use the language you normally use.

The language you use consistently tells your audience about your personality and whether they want to work with you or not. Some will and some won’t and that’s okay because you don’t really want to work with people who aren’t “your people.”

Your authenticity builds trust

Third, don’t pretend to be something you aren’t. The more real and transparent you are in all of your communication, the more real you become for your ICA. That realness leads to trust.

  • Do you call your audience homies, friends, or peeps? Does that naturally roll off of your tongue or do you feel like an imposter when you say it?
  • Are you a fan of emojis and memes or are you clueless in how to use those effectively? 
  • Do you tell irreverent jokes just because they are funny or are you more serious and purposeful in your tone?

If you use words or visuals that are not natural to you, it will come across as insincere. People are quick to recognize fakes, so don’t fake it.

It takes all kinds, and that is the beauty of this growing business. There’s room for everyone and someone is out there waiting for you right now!

Would you like to learn more and see how I can help you scale your online course or coaching business with launch copy that fits your brand voice? Set up a free 15 minute consultation at susan@mycopypro.com