Updates. Ideas. Rants. Techniques. Opinions. Blog.
The freelancer’s guide to tone of voice
Every so often, a newer copywriter gets in touch to ask how they can get started as a freelancer. Invariably, that conversation turns into a discussion about making your own website, positioning yourself, and whether tone of voice matters.
Don’t just use these free copywriting templates and tools
Who doesn’t love a shortcut? Whether you’re planning a trip or doomscrolling down your to-do list, the promise of a faster, easier way is hard to resist. And that’s why copywriting templates and tools are so useful for newer copywriters who haven’t developed their own way of working.
Tone of voice is what you do, not just what you say
So he says to me: “I believe you, I absolutely do believe you.” While screwing up his face, biting his lip, scratching his head, and laughing gently. He absolutely thinks I’m a liar. What he said was only part of the story. What he did revealed the truth.
3 things about writing I’m making my kids unlearn
Thankfully, my kids have no intention of taking over the family business of writing stuff for money. But, even still, I’m doing everything I can to unpick some of the bad writing habits they’ve learned at school.
Taking the guesswork out of brand positioning
Look, we both know something’s wrong. You’ve got a face like thunder and you’re sticking to one-word answers. I’ve upset you and I don’t know why. Cue the guesswork.
Your tone of voice isn’t for Tony in Sales
I absolutely love tone of voice work. Figuring out how a brand should sound, based on the cause-and-effect of what it does and how it does it, is a lot of fun.
The one thing you need to do
You've been looking for the 'one incredible trick' that makes your copy better. And then, as you've developed, you've realised there is no trick.
Why you probably shouldn’t steal this copy
Recently, I've been super into helping newer copywriters. There's enough work out there for everyone and one of my favourite things to do is write needlessly long email responses to questions from people starting out. Anything to pretend I'm working while actually just chatting in an email.
This is what’s wrong with your copywriting
Thousands of words. Hundreds of pages. Every week, I write a lot of copy. And I see a lot of copy, too - from research to work from seasoned pros and brand new copywriters. I like every bit of copy I see. There's always something positive to take away, to learn, to adopt as your own.
A great website is a Russian doll of messages
For the past few weeks, I've been working on a beast of a website. With dozens of pages and very little existing copy to speak of, it's a been a big undertaking. I was reluctant.
