I’ll paraphrase Ken McCarthy: the trust you build & grow with your audience is like a light switch. And once that switch gets flipped off, it can be impossible to turn it back on.
Which means you need to ensure you’re actually building trust with your audience, not accidentally breaking it.
Thankfully, there’s a straightforward way to do just that!
It’s something that’s built into my Brand Builder and Voice Guides, and it’s something most people overlook: boundaries.
Not just what you say, but what you don’t say. Where you’ll go all in, and where you draw the line.
Today’s lesson comes courtesy of a legendary copywriter... and his surprising choice of subject line. When Bob Bly sent an email entitled:
“You’ll never have to struggle again to shave your balls”
…I laughed out loud. I’ve raised three sons and am apparently a middle school boy at heart. Bathroom humor gets me every time.
But there was an unintended lesson in that email (quite separate from the one he meant to teach, I believe).
Because as much as I love a good underpants joke, that email broke character. Bob deviated from his established voice… and in the process, eroded a bit of my trust.
A mentor of mine put it this way:
Your Brand Voice should have boundaries. Joking about underpants (for instance) is one thing…but talking about what’s inside the underpants is another thing altogether.
Not saying one is wrong and the other is right. That’s up to you.
What I am saying is this: don’t get them twisted.
In the case of Bob Bly (who I really do respect, don’t get me wrong), here’s what got twisted…
His “voice type” is one of absolute authority. It shows little to no vulnerability. This voice type is serious. It doesn’t get down on the reader’s level and coddle you; it hands down the 10 commandments from on high.
And it most certainly doesn’t talk about the state of your balls.
So when locker room humor crept in?
It was hilarious. But it also went outside the bounds of his voice in a way that was disturbing.
And when that happens — even just a little — you lose some trust.
Here’s what it taught me:
You can be funny. You can be edgy. You can talk about underpants, or even what’s inside them. All of that is up to you.
But you need to know whether it fits your voice, or violates it… and then stick with it.
Your Brand Voice isn’t just a vibe. It’s your North Star.
When you cross your own lines, your audience notices. And once trust is gone, good luck flipping that switch back on.
So, how do you know where your line is?
One way is to do a Voice Finder Session. That’s where I help you define your “heck yes,” your “hell no,” and everything in between so you build a brand identity that actually feels like you.
Another way is to document specific phrases, topics, and humor to avoid (or include!) in a Voice Guide.
Some brands put the kibosh on potty humor…
Some want you to feel like you’re right there in the locker room with them…
Some talk about manscaping, some don’t. 😉
The problem isn’t whether you do or don’t. It’s whether you’re consistent.
Because when you’re caught in the heat of the moment…
Or when you’re tempted to throw spaghetti at the wall to see what sticks…
Or when you’re desperate for engagement…
Do you have a guide to keep you from veering out of your lane?
A documented Brand Voice gives you that guardrail. So you can be funny without being confusing. Edgy without losing credibility. And relatable without breaking trust.
Choose a lane and don’t get into a head-on collision with your audience by swerving out of it.
And if you need help figuring it out? I’ve got you.
Jill
Whenever you’re ready, here are some ways I can help:
I offer Voice Finder and Brand Builder Sessions for personality-driven entrepreneurs who want to define or strengthen their Voice (and put some boundaries in place.)
I also create Brand V.O.I.C.E. Guides for you & your team – an evergreen asset to help writers “get” your voice, without endless re-writes and revisions.
Plus, I work with a select number of clients each quarter as a ghostwriter.
If you're interested in learning more, reply to this email or complete this form: Work With Jill
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