Tone of Voice
gives you something to stand behind.
So I write and design printable Tone of Voice guidebooks that bring confidence to your team and consistency to every channel of communication.
You don’t need another bloody word cloud
You need a structured and somewhat opinionated answer to the question,
‘What do we actually sound like?’
Whether it’s a poster or an email unsubscribe message, your voice makes you stand out (or fade into the background.)
I run workshops and build tone of voice guidebooks so that your business always sounds like the best version of you.
The result is that you attract the right people, and they stick around.
You’re not here on purpose
As your business grew, something happened to your original voice.
Maybe you hired more people. It might have gotten discussed in unofficial meetings, or sharpened by someone enthusiastic taking on more than they should.
So now socials sound great, customer support is full of typos, and the careers page looks like it was pieced together from AI prompts. Everything still needs to go through you, and you’re really needing to focus elsewhere.
This is what happens when your business scales. It’s no-one’s fault.
The good news is, it’s fixable. Just one workshop and a guidebook later.
Sounds like a cute brand exercise. Not sure we genuinely need that.
Websites, email campaigns, social posts, blogs, proposals, and pitches all compete for your audiences’ attention.
Chances are you’ve had freelancers, agencies or new team members in your biz mix, and a weird smoothie of language rather than one recognisable voice.
The rise of AI slop has only made this worse. In the hurry to get things ticked off, people reach for LLMs.
The problem is that everyone can smell AI from a mile off. The generic language and patterns have about as much depth as a crepe pan and they give your audience the ick.
Clear positioning and a recognisable tone of voice fixes that.
When everyone starts from the same page, your content becomes faster to create and easier to approve. Your team feel confident and aligned. And your audience love it.
It’s a timely moment to invest in personalised tone of voice guidelines.
Imagine that…
Your audience leans in
You no longer appeal to everyone.
That's the point. The people who have the same values and interests feel loyal to you. You can stop chasing.Decisions are simpler
Hooks, grammar, and tone sorted.
Creative guardrails give you freedom to write efficiently. No more time wasted on guesswork and rewrites.Consistency = trust
It's not just "Marketing's job".
Ownership of your voice is repped by customer service, sales, product, and dare I say it, legal. They’re essential for bizzes of 10+ employees
Include a link to your website when you fill out the form.
I’ll record you a free 5-minute Loom mini-audit to show you:
- Where your tone of voice is strong
- Where the inconsistencies are
- What your mixed signals are doing
- And what could close the gaps.
I run a 2 hour online workshop. You invite a member from each team to the room: support, product, design, marketing. And we dig.
What do you want to be known for saying?
What kind of client relationships do you want?
Why do you exist beyond making money?
What should people think of when they think of you?
How much prior knowledge do we assume your audience has?
It’s genuinely good fun. It’s great to ideate in this way with your team. And it’s structured enough to mine for gold, yet loose enough to give space for all of those juicy parts of your brand to ooze out in conversation. I take notes furiously.
From there, I carry out extensive independent research. I spend time in the spaces your audience and competitors occupy and I uncover every overlooked detail.
Then I build your Tone of voice guidelines.
Here’s how it works
Everything from our workshop and my research is distilled into a guide that’ll give your team a clear idea of:
Your core values
What you don’t sound like
How to speak in any context
Style and grammar guidance
The kind of personality your business has
Real examples of how to write in your voice.
New hires and freelancers will write on-brand from their first day. And you’ll relax knowing there’s consistency without a need for constant oversight.
Obviously I can throw in a word cloud if you want.
But with your tone of voice guidelines, you replace guesswork with evidence.
It’s like entering a room full of strangers feeling confident. Cos now you know who you are, what you stand for, and what your worth is. Your first impression is consistent with your lasting impression.
Ahhhh. Sigh of relief.
I’d like to know more
Include a link to your website when you fill out the form, and I’ll record you a free 5-minute Loom mini-audit showing you:
- Where your tone of voice is strong
- Where the inconsistencies are
- What your mixed signals are doing
- And what could close the gaps.
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I imagine you want a clear ROI. Especially if you’ve decided to dive into tone of voice as part of how your brand operates.
I’m afraid copywriters can never give a clear ROI in advance of a project. Only in hindsight.
What I can tell you is that in an age where we’re bombarded with information, a compelling and consistent voice cuts through the noise, speaks to the heart, and leaves a lasting impression.
A strong, recognisable tone of voice will cement to your customers who you are, what you stand for, and why they should trust you.
That sort of thing generates returns long after the initial launch.
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£1.450.
That includes the 2hr workshop, 1x round of revisions, and your tone of voice and style guide delivered in a printable PDF in your brand design.
If you’re looking for a fully fleshed-out verbal identity kit (which normally clocks in around the 60-page mark), we’ll be looking at around 3-5k depending on scope.
By the way, I’m not dogmatic—if you have a different idea in mind about the contents of your tone of voice guide, just let me know and we’ll adjust the scope and therefore the cost.
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I make room to run 2x of these per month. If you email me ready to commit, we can probably kick off within 1 - 3 weeks if we do things efficiently.
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Starting the project to having the printed guidebook in your office space normally happens within 5-6 weeks, depending on how quick you are with getting your feedback to me ;)
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No.
LLMs condense vast amounts of data in order to give generic, easily digestible answers. So basically, every answer you get is the generic summary. That median average will completely marginalise unique or unconventional output over time. It homogenises everything.
You invest in a tone of voice guide to position yourself above the cornfield. Why would I give you homogenised content?
I’m going to be very direct and honest now:
Whenever I read anything online that gives me a whiff of LLM, I want to bail.
Not because I’m a copywriter, but because I’m one of those people who is drawn to, and driven by, authenticity. It doesn’t matter how solid that person, brand, or organisation’s reputation is. If their copy feels “off” and reads like uncanny valley LLM work, I feel uncomfortable.
Why? Because it makes me wonder what the actual product will be like if they’ve not invested in how they’re talking to me.I know I’m not alone in this.
This is why I guard against AI use.
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To date, I’ve not had an experience where I haven’t been given more than enough to work with.
If you really value someone on your team’s input, but know that they wouldn’t thrive in a workshop environment, I send over a questionnaire for them to fill in.
That questionnaire can also replace the workshop.
And if I didn’t get enough information from the workshop, I take the questions from the questionnaire in regards to the answers I’m missing, and send them over to you to fill in.
