A strong voice starts with clarity of thought. When you know what you want to communicate, you can present your ideas more clearly. Without frills. Without blabbering.
For instance, Apple’s copy mostly communicates clear messages. The following sample is from the iPhone13 Pro sales page.
“Example of a Strong Voice:
With its redesigned lens and powerful autofocus system, the new Ultra Wide camera can focus at just 2cm… making even the smallest details seem epic. Transform a leaf into abstract art. Capture a caterpillar’s fuzz. Magnify a dewdrop. The beauty of tiny awaits.
This copy is strong because the message is clear and the copy is specific, vivid, and concise:
- The feature mentioned is specific: the Ultra Wide camera can focus at just 2cm.
- Vivid imagery explains the benefit: transforming a leaf into abstract art.
- Each word matters.
Mark Manson’s writing voice is completely different but his messages are clear too. For instance, the following paragraph from a post by him titled Screw Finding Your Passion
“Example of a Strong Voice
The common complaint among a lot of these people is that they need to ‘find their passion.
I call bullshit. You already found your passion, you’re just ignoring it. Seriously you’re awake 16 hours a day, what the f..? k do you do with your time? You’re doing something, obviously. You’re talking about something. There’s some topic or activity or idea that dominates a significant part of your free time, your conversations, your web browsing, and it dominates them without you consciously pursuing it or looking for it.
It’s right there in front of you, you’re just avoiding it. For whatever reason, you’re avoiding it. You’re telling yourself, “Oh well, yeah, I love comic books but that doesn’t count. You can make money with comic books.”
There’s no doubting what Manson is trying to tell us, eh?
Manson’s voice is completely different from Apple’s copy. He uses a lot of swear words. He engages the reader in a conversation and he shares a strong opinion: I call bullshit! But just like Apple’s copywriters, he shares a clear message: Stop that search for your passion.
When you communicate one clear message, your voice feels stronger. So, pinpoint your message, cut away the fluff, and let your message shine more brightly.