The fact is that tone of voice projects break easily. They start from a place of random adjectives or a half-baked effort to imitate a competitor. Or they result in 100-page guidelines that few people read and nobody adopts (but you still wasted your budget on).
Yes, tone of voice projects can be powerful. But they can also be completely pointless.
Over the past fifteen years, I’ve been giving startups and household names a more interesting tone of voice – and developing guidelines that people actually find useful. Now, I’m explaining how I do that in the Tone of Voice Toolkit: a two-part resource on finding your tone of voice, then articulating it in a way everyone can understand.
Tone of Voice Toolkit is coming soon. In the meantime, you can get updates and the chance for a free early copy by registering below.
Need help?: Talk to a freelance copywriter who’s helped business of every shape and size uncover an authentic tone of voice, then deliver guidelines that people actually read and use.
How do I create a compelling tone of voice?
You can create your tone of voice right now – no need to hire a freelance copywriter. Just pick three random adjectives and you’re good to go.
But if you want something that feels both authentic and exciting, you need to start with what you do and the unique way you do it. The right tone of voice isn’t something you invent – it’s something you uncover.
In part one of the toolkit, you’ll get:
- Ideas on road-testing your tone of voice before you go too far in the wrong direction
- A step-by-step process to uncover your tone of voice
- Tips on competitor research and fact-finding through workshops and interviews
What do good brand voice guidelines look like?
As a freelance copywriter, the overriding goal is always to understand the needs of your reader and write something that connects with them. Why would tone of voice guidelines be any different?
Too often, the guidelines that explain a tone of voice require herculean effort to decrypt, let alone put into practice. But your tone of voice only works when everyone can use it. That means your agencies and copywriters, but also the new hire in customer service how just wants hacks they can use easily.
In part two of the toolkit, you’ll get:
- Advice on adapting your voice to suit specific channels and audiences
- A page-by-page you can follow to make your guidelines comprehensive yet concise
- An honest look at what’s useful and what almost every reader will ignore
A tone of voice book that’s not boring.
Register for updates and early access.
The Tone of Voice Toolkit isn’t the definitive resource you’ve been dreaming of. It’s not where I’ll reveal the secrets big agencies don’t want you to know. But, in a world where brand and tone projects often feel messy, unintentional, and like a huge waste of money, it’ll help:
- Copywriters to tackle larger (and more lucrative) tone of voice projects
- Agencies to bring more clarity to how they structure and deliver projects
- In-house teams to do the work you’re paying above the odds for – or at least make sure it delivers a return
Sound good? Pop your email in the form and I’ll keep you updated on the run-up to release (and won’t keep you updated on anything else).
