Ep. 137 - How to Find Your Brand Voice as a Clinician

How you write is how people decide who you are. Whitney has watched this play out twice now: first with dietitians, therapists, and doctors whose clinical training left them writing website copy like a textbook, and now with practitioners handing that same copy to AI and getting back something confident, punchy, and completely unlike them. The missing step in both cases is the same one a copywriter would have insisted on before writing a single line - defining the brand voice first. In this episode Whitney lays out a four-part brand voice summary, where to pull the raw material for it (old blog posts, podcast transcripts, your sent folder, a couple of voice memos), and how to hand it to AI so it organizes your voice instead of polishing it away. She also makes the case for the bucket most people skip: the list of things you refuse to say.Takeaways:Skip generic tone words. "Friendly" and "professional" describe every practitioner in your niche. Whitney's test is whether someone could still identify the writing as yours with your name covered up, which pushes you toward combinations like warm but blunt, or nerdy but approachable.Your "do not" list is as useful as your "do" list. Naming the jargon, the sales language, and the framing you refuse to use, fear-based marketing, hustle culture, make-a-million-dollars talk, is what keeps AI-assisted copy from drifting into the tone Whitney describes as cocky and sales-bro.You already have the raw material. Blog posts and website copy written before AI, transcripts from podcasts you have guested on, and your own sent email are all richer sources than staring at a blank page trying to describe yourself.Ask AI to sort, not to summarize. Whitney's instruction is to have it drop your raw content into the four buckets and give you plenty to react to, rather than collating and polishing — because polishing is exactly where your voice gets removed. Asking it to flag contradictions between your blog tone and your email tone is more useful than a frequency list of words.Read the finished summary out loud, and treat AI's version as a draft rather than a verdict.Resources mentionedOpen Coaching Call: Thursday, September 10, 12:00pm ET / 9:00am PT, free on Zoom: whitneybateson.com/coachWispr: voice-to-text transcription - https://wisprflow.ai/ Connect with WhitneyFollow Whitney on Instagram @whitneybateson If you're enjoying the podcast, don't forget to follow and leave a review! Your support helps others discover the show. Hosted on Acast. See acast.com/privacy for more information.