Learn from a fellow small business how to write an About page that pops with personality and fizzes with fun.

We talk a lot about customer pain points in marketing. But should we be amping them up or downplaying them, making them seem more manageable? Let’s explore with real-life examples.

I won’t lie, I hated this brand’s copy when I first saw it. What the hell are “flattering style solutions”?

As a brand or business, there’s so much to learn from your competition. Find out how to do competitor analysis and what to do with what you learn.

Should you bring customer voice or competitor research into tone of voice development? My thoughts? Our brands don’t exist in a vacuum, so why create like they do? Check out my reasoning with some fun copy examples along the way.

You can name your favourite chocolate bar or brand of shoes from the logo or colours. Tone of voice does the same thing for the written word. Find out the answer to the question ‘what is tone of voice?’ and how it helps your customers.

Maybe you already have a set of tone of voice guidelines for your business, or perhaps you’re looking to develop your first and you’re wondering what they should contain. This breakdown of tone of voice guidelines will help.

If you’re about to embark on a tone of voice development project, you might be wondering how involved your team should be. Get help with your decision here.

Find out how to make the copy you write day in day out feel on-brand while still keeping it human.

What is the power of a swear? Why do some brands do it while others don’t? And can you (or should you) swear in your brand copy. Get all the answers here, with plenty of real life examples.

Rather than letting  your brand values gather dust, why not use them to shape and inform your brand’s tone of voice?

If you run a sustainable business or have an element of sustainability to your business, you’re going to want to write about your values. The trouble is sustainability copywriting isn’t easy. So, here are my top tips for hitting the right note with your purpose paragraphs.

This tube ad from Bubble ticks all the boxes. It’s unusual, fun, ethical and a little bit silly. Find out how you could steal some of that messaging magic for your brand.

At some point your business will change. You might cultivate a new target customer, expand into new categories or markets, shake up your pricing, or update your visuals or words. But it isn’t always easy. So, when change is on the cards, what can you do to guide your customers to the other side with confidence?  

Your new tone of voice is ready and you want to start putting it into action. But how do you get your team on board? And where do you begin with updating all your old content? Check out my guide to changing your tone of voice and bringing it to life across your organisation.

Before you go splashing your distinctive tone of voice across every corner of your business...hold your horses. There are certain places and scenarios where your tone of voice could do more harm than good. Find out when and how to flex your tone of voice to keep your customers on side.

When it comes to copy, sometimes, you know exactly what you need. Maybe it’s words for your website or the packaging for your latest product. But sometimes, you’re in need of something less defined. That’s where brand messaging comes in. The trouble is we strategists and marketers have lots of confusing words for the different tools and we don’t always agree on what these words mean and what the tools do. Here, I’ve given explanations, practical uses and real-life examples for each, as well as hints to help you write your own, if you like.

As a company of one, brand voice can feel like a nice-to-have rather than a need-right-now. But in a crowded market it can help you stand out and build trust. Here are five tricks that take no time but will help you cement your tone of voice and create consistency in your communication.

You’ve heard fellow business owners and marketing managers talking about brand tone of voice. But how do you know when’s the best time to get it sorted? Here are four ways to tell you’re ready for a tone of voice guide for your business.

For every example of excellent brand voice out there, there are just as many examples of brand voice gone wrong. Luckily those mistakes are easily made but just as easily fixed. Discover seven common mistakes businesses make with their brand voice and how to fix them.