Your copy is more than just writing down words, it’s just as important to focus on how you say them. 

You know what I’m talking about—those times when you’re on a Web page and feel like the text doesn’t quite match the tone of the brand? Or maybe it’s an email from your friend, and you can’t figure out if the message is supposed to be funny or serious? What do those emoji’s actually mean???

Your copy is any text that your audience reads or hears—and it’s not just text on a website or in an email. It can be written for chatbots, documents, and even video.

This means that your copy needs to match your brands personality and reflect your position. And this applies to anyone or anything that represents that brand. From the CEO, to any social media post, to collaborators and even customers sometimes. It’s important to define rules for things like tone of voice, wording and phrasing, so that all of your communications stay consistent. This is how your target audience recognizes you and feels secure knowing they are getting messages from someone they know will deliver what they need.