Some brands seem determined to make every sentence an event. The headlines wink. The buttons crack jokes. Even the delivery updates have something clever to say. It can be charming for a minute, but after a while I start looking for a quiet corner. When everything is delivered with a flourish, it becomes difficult to tell what actually matters.
A strong voice doesn’t have to perform all the time. Sometimes its most distinctive quality is the confidence to be straightforward.
An independent record label is about to release a new album. There’s every reason to be excited about it, and that enthusiasm should come through. But instead of filling the announcement with superlatives, the label might share the story behind a particular track, a few words from the musician or something unexpected about the recording. The excitement is still there. It just has something real to attach itself to, rather than competing for attention in every sentence.
I notice this especially when editing. It’s tempting to add personality at the end, once the message is already there, as though voice were something you sprinkle over finished copy. An extra joke, an adjective with a little more attitude, another sentence trying to make an impression. Sometimes those additions help. Often, the real character was already there before we started decorating it. The harder decision is knowing when to leave it alone.
Restraint isn’t the same as being timid. Some moments call for wit, energy and a little mischief. Others need warmth, care or a more measured approach. The important thing is knowing the difference, rather than turning every opportunity to speak into a performance. The words can take centre stage when the moment calls for it. At other times, their job is to make room for something else.