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The 4 Elements of Voice {& Why You Should Notice Your Own & Other People’s}

by Abby Kerr

in Uncategorized

About this column

Are you talking to her?

Voice in writing. It’s one of the most amorphous concepts in the writer’s toolbox.

Voice is slippery to define. It’s tough to pinpoint exactly what someone’s voice sounds like, and even harder to say something concrete about your own voice. Because of all that, it’s easy to just turn your attention to some other more pressing primping-and-presenting piece of your online platform. Like your site design, the topic of your first digital product, or which online business program you should invest in. Voice is soft turf stuff.

So why should you, as a creative online entrepreneur, give a damn about voice?

I may be a little biased. Voice has always been a core obsession of mine, since childhood. I find myself unable to recount to one person what another person said without mimicking them {in a scarily accurate fashion, I’m told}. I dabble in fiction because I love embodying someone else’s first person point of view. And, for me, when it comes to music, lyrics are everything.

I live my life through a filter of who’s saying what, in what tone of voice, and what effect their use of language is having on others. Language, voice, tone, personal lexicon — it’s how I track relationships in the world. {It also makes me splendidly neurotic from time to time. But that’s a different story.}

Voice is the most indelible element of how we show up online.

Your site design can and will change over time.The tactic-of-the-moment {the Ask-50-Bloggers-The-Same-Question post, the Pay What You Can sale, the Manifesto-With-A-Worksheet freebie} will fizzle out. And your favorite social media platform will reiterate and make today’s concerns {should I hashtag stuff on Facebook? how should I structure this RT?} obsolete.

Your voice, on the other hand, is indelibly with you, and in you.

But what is voice, really?

I’m going to break it down here, in a brass tacks kind of way.

In my world, voice has 4 elements. They are:



For instance, hyperlocal marketing. Making organic baby food at home. Running a business while living with an autoimmune disorder. Orchestrating paint color palettes for stylish apartment dwellers.

Substance is your stuff, your content, your message. It’s what you and your site are about.



You can think of style as the linguistic equivalent of your favorite outfit, or your preferred way of decorating a space.

Me? I’m a jeans girl. I’d wear jeans to a wedding if nobody’d look askance. But I’ve always got some type of feminine or slightly overstated detail on: a bold cocktail ring, or a necklace that just won’t quit, or a placket of ruffles.

This vibes with my voice: I’m casual and sometimes even colloquial, yet I pop out of nowhere with a $50 word because it’s the most precise and vivid one and therefore feels so worth using. I’m nothing if not precise. And I’m not necessarily writing for the 9th grade audience internet ‘best practices’ say we should pitch our copy at.

In writing, we talk about style by using words that conjure moods, personalities, and emotional states, such as lyrical, personable, affectionate, witty, nurturing, brazen, comical.



Are you sarcastic? Are you lighthearted? Are you gravely serious? Most of us have a natural tone we adopt most of the time when writing. When we’re relaxed and sure of ourselves, our natural tone shows up without us really trying.

Tone suggests the relationship you want to have with your audience, and your relationship to your subject matter.

If someone takes a professorial tone with you on their blog, chances are they’re expecting to have a different relationship with you than if they take the tone of a best buddy or confidante.

Tone is everything in online convo. Shift your tone and you’ve shifted the whole conversation. And all of your relationships. And your business.

Word Choice


Phraseologie is literally the building blocks of your conversation, the actual words you put down on the page.

All of us are naturally attracted to certain categories and types of words, and repelled or put off by others. Do you use short, simple, clear, familiar words, or do we occasionally need to Google one of your words to get at your meaning? Do you make up your own fanciful language or do you keep things pretty straightforward or by the book? Do you wince if you see a curse word fly through your Twitter stream or do you accidentally use them yourself in the presence of 4-year olds?

Why should you notice your own voice?

Because when you’re conscious of how you sound and the effect you’re creating through language, you’ve just given yourself access to making more powerful choices about how you show up.

Why should you notice other people’s voices?

Because it helps you see yourself in relationship to others. Wonder why people fall at the feet of Blogger X? Voice has a lot to do with that. Betcha she’s charismatic in her own way, writing from her boldest edge, and possibly even controversial or polarizing.

By contrast, why does everyone rush to console him on Twitter every time he comes out griping? Because that’s the side of himself he’s showing people, the side that needs caretaking. That’s the relationship dynamic he’s creating for himself through how he shows up in 140 characters.

Ever wonder what your voice sounds like to other people? There’s a service for that.

That’s one of the primary reasons my clients come to me, for that objective, nuanced, highly sensitive reading of how they’re showing up in the online conversation, on their blog and social media. I’d love to read your voice.

In the comments, I’d love to know . . .

What questions do you have about voice in the online conversation? Let’s air them here and I’ll share some perspective.

{photo credit}

{ 11 comments… read them below or add one }

Susana Frioni May 14, 2012 at 10:27 pm

Abby I absolutely love what you do!!  Can’t wait to dive deliriously deeper into my voice with you XOX


Abby Kerr May 15, 2012 at 1:05 pm

 Would love to work with you again in a deeper way, Susana!


Monica May 15, 2012 at 6:03 pm

Delicious topic Abby!
I also look forward to delving deeper with you this summer.

I feel that Voice profiles are very soulful because they can give one insight into how they are embodying their Vision. I know that the feminine voice has experienced significant challenges over many many generations.

I feel called, on a soul level, to liberate my fullest voice.  At times, it is not easy either….because it triggers deep blocks I believe many of us share.

Thank you for assisting women (men) to liberate their voice. It is so important that we tun into the essence of our voices at this time on our planet.

deep gratitude


Abby Kerr May 16, 2012 at 12:55 pm

Hi, Monica —

You’re so right about this:

I know that the feminine voice has experienced significant challenges over many many generations.

I feel called, on a soul level, to liberate my fullest voice.  At
times, it is not easy either….because it triggers deep blocks I
believe many of us share.

Getting over ourselves and allowing ourselves to experience our *own* voice — even before we risk allowing others to — is more than half the challenge.

Thanks for being here!


Clare May 16, 2012 at 2:26 pm

Gold. Fabulous, smart writing. I’m bookmarking this and will be returning to it. Great stuff, Abby.


Rose Deniz May 29, 2012 at 3:59 am

Oh, Abby.

I think I need to talk to you.


Abby Kerr May 29, 2012 at 11:29 am

 I’d love to work with you, @google-d56355d6d55ab1aa3208988b3d6856b5:disqus!


Bridgette Booth May 29, 2012 at 1:34 pm

Would you recommend a Voice Profile when the voice substance has recently, and significantly and purposefully, changed? Or is it better to wait until there is more material to analyze?


Abby Kerr May 30, 2012 at 4:14 pm

Hey, @0e094285ebf0e06be480f70e46b8ce7d:disqus. That’s a fantastic question. Thanks for asking it.

The way *I* experience and hear voice through writing, I’m able to analyze, translate, and articulate what I’m hearing through as few as three pieces of writing. So even just a few blog posts in the newly intentional voice would suffice for me to ‘read’ your brand voice. I also consider your social media conversation in my analysis.

As far as timing, anytime you’re wanting a clear and well-articulated read on how your voice is coming across — whether it’s a shift in direction or whether it’s a note you’ve been hitting for a long time — it’s a fine time for a Voice Profile.

Would love to work with you!


Bridgette Booth May 30, 2012 at 5:52 pm

Thanks for your thoughtful response. Let me get my ducks in order – or my version of order anyway – and then I’ll be in touch. :)


Laura February 20, 2013 at 9:21 am

Tough one. I think I have a bossy voice and try to tone it- sometimes. Maybe I should stop and just say I’m assertive.


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