We can tell when someone is engaged, listening, responding honestly, and with his or her full faculties. We’re wired to interpret subtle clues telling us whether a person is all there, if we’re the center of their attention, if we’re being heard. No matter how starved for detail our communication channel, our brains manage to get a gestalt reading on the other party’s presence.
In the same way we distinguish personal attention from inattention, we can tell the difference between a commercial pitch and words that come when someone’s life animates their message.
People channel from their hearts directly to their words. That’s voice. It comes of focus, attention, caring, connection, and honesty of purpose. It is not commercially motivated, isn’t talk with a vested interest. Talk is cheap. The value of our voice is beyond mere words. The human voice reaches directly into our beings and touches our spirits.
Levine, Rick. Talk is Cheap. Cluetrain Manifesto: The end of business as usual. Cambridge: Perseus Publishing. 2001. pp. 50-51.
Do you speak honestly? Do you give them something of value? Do you "sound" trustworthy? Do you solve a problem for them or will your services actually meet their needs? Why do you communicate what you communicate? Yes, we can respond with answers like "to increase sales" and other equally important reasons to "get your message out there." However, customers and consumers become increasingly savvy every day. They want to "buy" from you and if you are genuine and give them a good deal, if your messages brought them to you honestly and the long term relationship is forged, they will do the "selling" for you.
All it takes is one really bad experience and a blog to destroy a reputation, and that translates into declines in sales, loss of trust, and so on. Is it worth it? Probably not. So, once again . . . Take a good look at how your messages come across and if they seem insincere start again. Rework them until they work. Give them a voice that will "reach directly into their beings and touch their spirits."