Finding Your True Voice as a Service Professional
People choose service professionals—like hairstylists, accountants, or personal trainers—because they trust them. That trust starts with how you communicate. Your brand voice isn’t about fancy words or acting like someone else. It’s about letting your real personality shine through so clients feel like they already know you.
Why Your Voice Matters
Think about the last time you hired someone. You probably picked the person who felt relatable, not the one with perfect grammar or a scripted sales pitch. Clients want to work with humans, not robots. When your words sound like you, it builds trust before they even walk through your door.
Simple Ways to Discover Your Voice
If you’re not sure how to sound “like yourself” in business, try these steps:
- Listen to how you talk: Record yourself explaining what you do to a friend. Notice the words you naturally use—that’s your starting point.
- Describe your business in one sentence without industry terms. If you’re a plumber, say “I help families stop worrying about leaky pipes” instead of “I provide residential plumbing solutions.”
- Pick 3 words that describe how you want clients to feel when working with you (like “relaxed,” “confident,” or “taken care of”). Let those guide your tone.
Using Your Voice Across Your Business
Once you’ve found your natural way of speaking, use it everywhere:
- On your website: Write like you’re talking to one person. Swap formal phrases like “Our services include” for “Here’s how I can help you.”
- In emails: Ditch stiff templates. A simple “Hi [Name], I’m excited to work with you!” feels warmer than a corporate auto-reply.
- On social media: Share small stories about your day alongside your services. A landscaper might post, “Found this rose blooming behind a shed today—reminded me why I love bringing beauty to messy yards.”
Connecting Voice to What Works
This ties directly to what makes social media work for local businesses:
- Offers: When you describe your services in your real voice, people understand them faster.
- Behind-the-scenes: Showing your personality makes clients feel connected to you, not just your business.
- Authority: Speaking clearly about what you know (without jargon) proves you’re the expert.
What to Avoid
Don’t overthink this. Your voice isn’t something to “create”—it’s already there. Avoid:
- Trying to sound like competitors
- Using words you’d never say out loud
- Changing your tone drastically between posts
The plumber who jokes about “rescuing families from bathroom disasters” will attract the right clients—the ones who appreciate humor during stressful leaks.
Keep It Consistent
Your voice should stay recognizable, whether you’re posting a special offer or sharing a photo of your workspace. Clients should think, “That sounds like [Your Name]” when they read anything from your business.
You don’t need to be perfect—just be you. The right clients will choose you because of how you communicate, not in spite of it.
Your unique way of connecting is what makes your business special. Keep showing up as yourself, and the people who need you will notice.
