A well dressed man is screaming into his cell phone, angry about something going down at work. His wife steps out on the walk beside him, at which point he ends the call, kisses her on the temple and says “Hey babe, ready to go?” in his for-her-only voice.
With a shrill holler and a whistle he heralds a cab. Once inside he uses his firm command voice to instruct the driver where to go. Once underway, he dials a friend and cheerfully invites him to a dinner event.
In less than sixty seconds one person expressed himself in five distinct voices. He’s not unstable—he’s human. His communication fits his listener.
But when it comes to written communication, too many companies seem comfortable with the idea of their voice sounding like the Encyclopedia Britannica. Some consider an air of formality as “professional” or “safe”, not realizing it is only as professional as an internal memo, and is neither safe nor competitive.
I’ve heard things like “Google can use silly error messages because they are so big.” seemingly oblivious to the fact that fun system messages was part of the initial appeal that led to Google becoming a giant.
For your marketing you have to use your sales voice. You have to be friendly, inviting, personable, even a little vulnerable to get that relationship established. If it’s so acceptable on the sales floor, why not on your Facebook page?