It might seem an odd analogy, but let’s think of humans as Russian Nesting Dolls. That means that we all exist as one doll within another within another and so on. The label that psychologists give to this simple idea is “multiple nested identities” where each of us holds many identities, but they are NOT entirely separate and unrelated. Instead, our multiple identities can fit inside each other. In this episode’s article, researchers look at members of a community choir to learn more about their nested identities. While they expected to find a high degree of “volunteer” identity, instead they found almost none. Instead, the member’s participation in the choir was based almost entirely around an identity of “musical” or “lover of music.” How often do we do the same thing as copywriters? In scientific study, a wrong hypothesis is an acceptable part of the process. But in copywriting an inaccurate presumption of the target identity will cost our clients sales and clients. It’s a mistake we NEED to avoid… and if we do the work ahead of time, we CAN avoid. Let’s talk about how… Journal Article: Exploring Nested Identities: Voluntary Membership, Social Category Identity, and Identification in a Community Choir https://shareok.org/bitstream/handle/11244/25180/10.1177.0893318914524059.pdf Meisenbach RJ, Kramer MW. Exploring Nested Identities: Voluntary Membership, Social Category Identity, and Identification in a Community Choir. Management Communication Quarterly. 2014;28(2):187-213. doi:10.1177/0893318914524059 Resources: Brand Voice Template [linked to geoffkullman.com/brandvoice Got a question you want me to answer on the podcast? Awesome! Send it to podcast@geoffkullman.com. Connect w/ Geoff: Instagram: @geoffkullman Twitter: @geoffkullman Inquiries: geoffkullman.com EPISODE CREDITS: If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment. He helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world. Find out more at emeraldcitypro.com