In writing, your voice means your style; what sets the way you write apart from the way others write. It's more something you discover rather than invent. If you try to come up with a way to sound different, usually it will seem forced and readers will detect that it's not authentic.
Typically, new writers will take a while before their voice emerges, but some are scared when it does show up. They try to smooth out the parts that don't sound like everybody else. They worry that it will seem too quirky or unusual.
Different is good--as long as it's doing the job. For instance, have you ever read the labels on those bottles of Innocent Smoothies? They're chatty and informal, perhaps sometimes a bit too cute--but they have helped make Innocent a major brand.
Copywriter Dan Germain is the person responsible for that tone. He told Creative Review, "At that time we couldn't afford to get a billboard, so the labels were our only free advertising space."
He notes, "You just need a second to break people's routine...and think, 'Hello, what's that?' and then maybe start reading and think, 'oh?' Just that first five seconds, that's when the magic happens."
The same is true, by the way, of book covers, or the first paragraph or two of an article or novel. In a world of boring, flattened out prose, a distinctive voice will stand out--and attract readers.
(For friendly guidance from idea through to publication get my book, "Your Writing Coach," published by Nicholas Brealey and available from Amazon or your other favorite bookseller. And to find out what the greatest writers of all time advise about finding your voice and many other things related to writing, see "Your Creative Writing Masterclass," also via Amazon or other booksellers.)
