The concept of "marketing voice" in advertising was introduced in 2007 as an explanation as to what is going wrong when marketing campaigns are based around sound decisions and techniques, and yet still fail.  Specifically the problem arose where it was noted that a change of just a few words could change the response rate in quite extraordinary ways.

The theory of "marketing voice" suggests that there are different ways of addressing your audience.  "Voice" includes not only words but also illustrations, design and presentation - in short the entire way in which you "talk" to your audience.

To determine the best voice to use in selling your particular product or service we need to start with the issue of the people to whom you are selling.  

It should be fairly obvious that the way you address teenage students at a university is going to be different from the voice you might want to use when talking to teachers.

This approach to voice should influence all your advertising - but it can also be used in another way - as a method of supplying information to the people that you wish to reach, a supply of information that goes beyond what you are selling.   

The first area that has been investigated in terms of Marketing Voice is education, and the report is available on here.   Even if you are not involved in selling into education you might be interested in reading the review as it establishes the principles behind the theory of voice.

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This article is written by Tony Attwood, Chairman of Hamilton House Mailings Ltd.  If you would like to discuss the writing or design of your mailing campaign, or indeed a single mailshot, with Tony, without cost or obligation, just call 01536 399 000, or email Creative@hamilton-house.com   You can also send Tony a copy of your latest advert and he will call you back with his thoughts on how your response rate could be raised - again without cost or obligation.