How do you add personality to your digital copy?

Knowing your audience is the foundation of any writing. People are almost entirely interested in themselves; they're certainly not interested in anything more than they're interested in themselves. As a result, they look at all content and ask themselves what benefit they will get from consuming that content rather than doing something else with their time. You need to have answered that question before you start writing anything, and you can answer that question only by knowing your audience.

Having a tone of voice is important, but don't let it paralyse you the way your brand agency wants it to. There aren't that many tones of voice available. (Do you want to sound childish? Scolding? Angry? Drunk?) So pick something that feels natural and something you can write to. If you're a stiff person, don't try to be Chris Rock. If you're Chris Rock, don't try to be Joe Biden.

Since the dawn of time, we've been driven by emotions. Either wanting to avoid painful ones, or wanting to achieve good ones. That's the power of storytelling. Your words can grab your reader, make them really feel something. Then show them the outcome you need them to feel. That's how you make results happen!

If something resonates deeply with you when you write it, have the courage to share it. The audience will let you know how they feel about it right away. You'll be surprised by how strong your intuition can be when you actively listen to it!

Be the kind of voice that someone wants to be around, not avoid or pretend you don't exist if they clock you in the local café. Like, you could identify your audience and then think about the settings where they actually might make conversation. Then imagine you're there. By the fire in a local pub. Sat next to them on the train. Walking in the park. Weave a story, describe a product, or make a point as if you were talking to them. Imagining your audience in their natural setting—their comfort zone—and engaging them there will give your writing a natural, authentic feel. You'll be likeable and familiar to them.

Editing and polishing your copy is like giving a room a fresh coat of paint. Without it, your ideas might get lost in a sea of typos, confusing sentences, or unnecessary words. Just like how a well-decorated room can make you feel warm and invited, a well-edited copy draws your readers in, taking them on a smooth journey of words and captivating stories. Remember, the most exciting tales can become dull if they're not well told. So, give your copy the love it deserves :). It's your way of inviting your audience in, showing them you're trustworthy, and making sure your message sticks with them...

When you work with other copywriters, you learn to identify each others’ content even without a byline. Personality is woven in. The trick is leaving it out. This is key in digital copy when you write for different clients, audiences, channels that might not click with your particular style. It can be a fun challenge to adopt another writer’s personality, to work without your preferred your literary device. Leave your personality on the blotter, so to speak.