The Modern Consultant #21 Codify and Scale Your Brand Voice w/ Justin Blackman
Aug 8, 2023
46:04
Last week, I had the pleasure of hosting Kevin Rogers on The Modern Consultant podcast.
Kevin's the founder of CopyChief, where he's helped over 9,000+ copywriters and business owners get better at their copywriting. That's excellent, because one of the CopyChief motto's is "no one writes alone".
But, then, that begs the question - who does Kevin go to when could use a second set of eyes on his copy?
That, my friend, is where Justin Blackman comes in.
About Today's Guest:
Justin Blackman is a brand voice expert who’s written for more than 429 people and managed to sound like every one of them. He uses an ultra-specific voice mirroring process called Brand Ventriloquism® to analyze and replicate the nuances that make your voice unique, and documents it so you can scale your content without sacrificing authenticity.
He’s created voice guides for Amy Porterfield, Stu McLaren, Todd Herman, Bobby Klinck, and Danny Iny — and worked with top brands including Puma, IHG hotels, 5-hour Energy, and Red Bull.
About Today's Guest:
Justin Blackman is a brand voice expert who’s written for more than 429 people and managed to sound like every one of them. He uses an ultra-specific voice mirroring process called Brand Ventriloquism® to analyze and replicate the nuances that make your voice unique, and documents it so you can scale your content without sacrificing authenticity.
He’s created voice guides for Amy Porterfield, Stu McLaren, Todd Herman, Bobby Klinck, and Danny Iny — and worked with top brands including Puma, IHG hotels, 5-hour Energy, and Red Bull.
He also runs copywriting workshops that show you how to evolve your style and punch, power and pop to your everyday writing at the Brand Voice Academy - all the people say he’s pretty fly for a write guy.
If that sounds like a vibe, then the lessons from today's episode are for you.
Highlights:
- Codifying Your Voice: The 3-parts of any personal and professional brand
- Voice vs. Point of View: What's the difference between having an expert perspective (point-of-view) and a brand voice that's recognizable anywhere?
- The Nuance of Personalizing Your Professional Brand: How do you, as an expert, know which of your personal values should remain personal values, and which ones should inform your professional brand?
- Incorporating Personal Branding into Work: Justin discusses how he incorporates his own brand voice into his services but keeps it separate from BrandVoice Academy. He emphasizes the importance of maintaining consistency within each brand while allowing creative freedom for co-trainers and guest experts to express their own styles within the framework provided.
- Upgrade Your ChatGPT Prompts: Unspecific prompts fail - understand the detail you need to add to get quality output.
Whether you’re a copywriter looking to refine your skills or a business owner seeking to establish a strong and authentic brand voice, today's episode has your back. Grab your favorite beverage and digital notepad to start codifying the uniqueness of your own voice.
Timestamps if you like details:
00:02:11 The 3-part framework for brand voice: vocabulary, tone, cadence.
00:06:06 Feedback: Identify challenges, adjust language and punctuation.
00:09:25 Working with AI tools for voice expertise.
00:14:26 Deciding between threads, productizing expertise into course.
00:15:32 Two writers collaborate, blending their styles cautiously.
00:19:28 Separate personal and brand voice for business.
00:25:37 Personal and professional values have different contexts.
00:29:01 Precision in copywriting builds confidence and protection.
00:32:42 Accidental shift in audience led to success.
00:35:11 Passion for personal and corporate brands.
00:38:29 Networking leads to word of mouth referrals.
00:43:10 Discovering Brand Ventriloquism in a supportive environment.
Timestamps if you like details:
00:02:11 The 3-part framework for brand voice: vocabulary, tone, cadence.
00:06:06 Feedback: Identify challenges, adjust language and punctuation.
00:09:25 Working with AI tools for voice expertise.
00:14:26 Deciding between threads, productizing expertise into course.
00:15:32 Two writers collaborate, blending their styles cautiously.
00:19:28 Separate personal and brand voice for business.
00:25:37 Personal and professional values have different contexts.
00:29:01 Precision in copywriting builds confidence and protection.
00:32:42 Accidental shift in audience led to success.
00:35:11 Passion for personal and corporate brands.
00:38:29 Networking leads to word of mouth referrals.
00:43:10 Discovering Brand Ventriloquism in a supportive environment.
About The Host:
Marc helps experts scale their impact in the form of high-ticket courses, programs, VIP days, and masterminds (without losing the deep impact of their 1-on-1 work). After helping over 1,000 entrepreneurs, he created his Product Flywheel Framework to help the next 1,000 do it faster. Learn more at: https://8020solutions.co.
Marc helps experts scale their impact in the form of high-ticket courses, programs, VIP days, and masterminds (without losing the deep impact of their 1-on-1 work). After helping over 1,000 entrepreneurs, he created his Product Flywheel Framework to help the next 1,000 do it faster. Learn more at: https://8020solutions.co.