Key Takeaways

1. The Challenge of AI in Copywriting:

   • AI knows likely word combinations but lacks true creativity
   • Risk of producing generic, "beige" content

2. Importance of Verbal Identity:

   • Creates a mental shortcut for your brand
   • Builds brand recognition
   • Allows for creative freedom within parameters
   • Supports the "know, like, trust" factor

3. Invisible Rapport™:

   • Focuses on connecting 'you' (the brand) with 'them' (the audience)

4. Dimensions of Verbal Identity (Nielsen Norman Group):

   • Funny vs. Serious
   • Formal vs. Casual
   • Respectful vs. Irreverent
   • Enthusiastic vs. Matter-of-fact

5. Chris West's Strong Language Approach:

   • Worldview
   • Personality
   • Nuts and bolts

6. Consistency in Verbal Identity:

   • Inconsistency can confuse or alienate your audience
   • Example: "Something's wrong... she's never this nice" - John Connor

7. Standing Out vs. Fitting In:

   • Decide whether your brand needs to differentiate or align with industry norms

8. Specificity in Language:

   • Be ultra-specific and use examples
   • Define what you would say and what you'd never say

Action Items

1. Develop Your Verbal Identity:

   • Create a comprehensive guide covering all copy and assets
   • Define your brand's position on the four dimensions (funny/serious, formal/casual, etc.)

2. Conduct a Brand Language Audit:

   • Review existing content for consistency with your desired verbal identity
   • Identify areas where your current language doesn't align with your brand goals

3. Create "We Would Say/We'd Never Say" Lists:

   • Develop clear examples of language that fits your brand and language to avoid
   • Share these lists with all content creators and stakeholders

4. Implement Consistency Checks:

   • Establish a review process to ensure all new content aligns with your verbal identity
   • Consider using a "sensitivity censor" to catch inconsistencies

5. Balance Humanity and AI:

   • Use AI as a tool, but maintain human oversight to ensure content reflects your brand's unique voice
   • Edit AI-generated content to infuse it with your brand's personality

6. Train Team Members:

   • Conduct workshops on your verbal identity for all team members involved in content creation
   • Provide ongoing training and resources to maintain consistency

7. Analyze Competitors:

   • Study competitors' verbal identities to understand industry norms
   • Decide whether to align with or differentiate from these norms

8. Gather Audience Feedback:

   • Regularly collect feedback from your audience on how they perceive your brand's voice
   • Adjust your verbal identity strategy based on this feedback

9. Integrate Verbal Identity Across Channels:

   • Ensure consistency across all platforms: website, social media, email marketing, etc.
   • Adapt your voice appropriately for different channels while maintaining core brand identity

10. Regularly Review and Update:

    • Set up periodic reviews of your verbal identity strategy
    • Evolve your language as your brand and audience change over time

Remember: Your verbal identity is a powerful tool to build connections with your audience. By maintaining consistency and infusing your brand's unique personality into all communications, you can stand out in an increasingly AI-driven content landscape.

For more information:

• Speakerdeck: Speakerdeck.com/allcopymel
• LinkedIn: /melaniebarfield
• Twitter: @allcopymel
• Email: mel@allcopymel.com