Tone of Voice Masterclass 4: Troubleshooting TOV issues with clients

Summary

In this masterclass, experts tackle the challenge of managing tone of voice inconsistencies with clients in copywriting. They discuss the subjective nature of the work, emphasizing the importance of specificity in client feedback to avoid vagueness and constant changes. Strategies like creating a style guide and tone of voice checker are highlighted to streamline the process. The session also covers how to handle clients who are unsure of their brand voice, suggesting a consultative approach to help define it. Lastly, the panel addresses the balance between guiding clients with expertise and respecting their final decisions, even when it means compromising on the copy.

Takeaways

• 😀 The session is focused on troubleshooting tone of voice issues with clients, particularly when they are unsure of what they want.
• 🔍 There is a level of subjectivity in copywriting that can lead to challenges, but it's generally easier to refine copy than design.
• 👍 Copywriters are advised to appreciate the relative ease of receiving feedback on words and sentences compared to logos or designs.
• 📝 It's crucial to establish clear guidelines and ground rules for clients to follow when providing feedback.
• 🤔 When clients are vague or keep changing their minds, it's often due to a lack of specificity in their initial feedback.
• 📉 To manage client uncertainty, encourage them to be specific about their likes, dislikes, and reasons for their feedback.
• 📋 Use tools like Google Docs for clients to provide specific feedback, which can help in refining the copywriting process.
• 🚫 If clients continue to be vague or change their minds frequently, it's important to address the issue promptly to avoid wasted effort.
• 💡 Creating a style guide or brand voice guidelines can serve as a reference point and help manage client expectations and feedback.
• 💰 Understanding when to charge more for additional work due to client changes in the brief is essential for fair compensation.
• 📝 Conducting a tone of voice check on a critical page, like the homepage, can set a solid foundation before expanding to other parts of a project.
• 🤝 When clients are unsure of their brand voice, it's an opportunity for copywriters to offer strategic guidance and define the voice collaboratively.
• 🚧 It's important to know when to push back on client requests with data and expertise, but ultimately the client's wishes should be respected.
• 🏆 Maintaining humility and recognizing that the client's satisfaction is paramount, even if it means accepting less-than-ideal outcomes for one's portfolio.

Q & A

What is the main topic of the video script?

The main topic of the video script is troubleshooting tone of voice issues, particularly with clients in the context of copywriting.

Why is it sometimes challenging to handle client feedback in copywriting?

It can be challenging because there is an element of subjectivity involved, and clients may not always be specific or consistent with their feedback, leading to frequent changes in direction.

What is the first step suggested in the script when dealing with clients who keep changing their minds?

The first step is to ensure that the client's feedback is specific and that they can articulate why they don't like something and what they would prefer.

How can copywriters manage clients who are vague with their feedback?

Copywriters can manage this by asking for specific examples, focusing on granular feedback, and establishing a clear feedback process.

What is the importance of creating a style guide for a client?

A style guide helps to establish a reference point for the client's preferences and expectations, which can be used to maintain consistency and manage changing minds.

Why is it recommended to do a tone of voice check before starting a large copywriting project?

A tone of voice check helps to set a solid foundation and ensures that the client is happy with the tone before expanding the project, which can save time and effort.

What should copywriters do if a client insists on a direction that contradicts their professional advice?

Copywriters should provide their professional advice backed by data or case studies, but ultimately respect the client's decision as they are the ones paying for the service.

How can copywriters handle situations where a client doesn't know what they want initially?

Copywriters can work consultatively with the client to define their brand voice, which may involve additional brand strategy work for which they can charge.

What is the role of humility in copywriting according to the script?

Humility in copywriting involves recognizing that the work is for the client, and sometimes stepping back and accepting the client's wishes even if it means the copy is not as the writer would prefer.

What is the recommended approach for copywriters when they feel their work is being butchered by a client?

Copywriters should argue their case respectfully and provide their professional opinion, but ultimately accept the client's decision, keeping in mind that pleasing the client is more important than personal satisfaction.

What is the purpose of the masterclass mentioned in the script?

The purpose of the masterclass is to help copywriters navigate and resolve tonal voice issues with clients, providing strategies and insights for effective communication and project management.