tone of voice


Tone of voice is everything when it comes to your marketing copywriting.

It reflects your brand, it reflects your audience, and it reflects your product or service.

You know what you’re looking for.

You’ve approached several copywriters, and the samples they provide aren’t in the exact tone that you’re looking for. Guess what? They won’t be because they were written in line with another client’s brief.

You find your tone of voice, and I’ll write it

I’m a copywriter, wordsmith, word wizard, content writer, business writer – whatever term you prefer. And surprisingly enough, it’s my job to create content that fits your brief.

Oddly enough, every client’s needs are different because you’re all individuals and have unique approaches. That’s why every project that I work on is bespoke.

I’m pretty sure I’m not the only copywriter who has to explain this to people.

You can ask for samples of work, and I can provide you with examples – no, they may not be in your industry, and no, they may not be the exact tone that you’re looking for, but they do show that I am a chameleon when it comes to creating copy.

To be honest, if I was a client and a copywriter provided an example of exactly what I was looking for, I’d run a mile. After all, why would I want the same style and approach as another brand? We don’t have the USP, we probably don’t have the same values, and we certainly won’t have the same personality, so why would I want to sound like them?

Your voice should be unique to you

When looking for a copywriter, the most important thing is that you get on with each other. Pick up the phone and have a chat with them. By all means, ask to see some of their past work, but don’t think they can’t create what you want simply because they can’t provide you with an example that’s exactly what you’re looking for.

Use their experience to enhance your marketing, don’t just dismiss their suggestions because creating copy is what they do for a living, and they are experts at it.

You can do a lot to speed up finding your perfect voice too:

  • Give examples of approaches you like (you won’t get a carbon copy because that’s someone else’s voice)
  • Be clear from the outset if there is anything you don’t want (e.g., use of contractions, specific words etc.)
  • Make sure the person giving the brief is also the person signing off the copy
  • Don’t try and run the project by committee – agree on your approach beforehand and have one contact for your copywriter to work with


tone of voice


Sally Ormond is a professional copywriter and tone of voice savant – get in touch with her to make your copy sign to your tune.