Write the way your best customers talk to their friends.

By Laura Bergells on
voice search optimization

OK Google. Cortana. Siri. Alexa.

We’re all using voice and audio interfaces right now. 

If you’re interested in voice search optimization and writing content for your brand’s voice — go ahead. Do a search for some how-to articles on writing for voice and voice optimization.

After you’ve completed your search…I have three questions for you:

  1. Did you use your fingers or voice to complete your search?
  2. Did you try both?
  3. If you did both, did you use different words for each type of search?

What differences did you notice? And even with the differences in the words you used — did your voice search yield different results from your finger-based search?

If you’ve read a few articles, you’ll note that almost all of them told you this piece of advice:

“Write more conversationally.”

Using your own voice to write more conversational content is a great idea. But also listen carefully to how your own audience talks.

In particular: what words and phrases do your best customers use when they use their voices? Do they talk differently to their phones than they do to their friends and colleagues? (Hint: they usually do.)

How I might talk to a friend or colleague
How I might talk to my phone

To make a stronger emotional connection, honor the word choices and syntax of your best customers.  Listen to the way they talk to people they like: but also listen to the way they talk to their phones or devices. 

Note the differences. When you reflect the word choices of your audience, you can subtly make a stronger brand and emotional connection if you mirror the way they talk to their friends, not their devices.


Laura Bergells writes, coaches, and teaches. Check out her online courses at LinkedIn Learning.  You can also find Laura on Twitter and at YouTube.

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