Best for
- Companies that sound like four different vendors across channels
- Founders whose voice works in person but dies in the copy
- Keeping voice consistent as more people (and tools) write for you
What you give it
- Samples of your writing — the pieces that felt right and a few that felt wrong
- The audiences and channels you write for
What you get back
- A working voice guide: traits with do/don't pairs drawn from your own text, not adjectives in the void
- Any text edited into the voice — with the changes explained so the guide teaches as it edits
- Channel calibrations: the same voice at email warmth, docs precision and announcement weight
How it works
- Distils the voice from your best existing writing — where you already sound like yourself — rather than importing a personality.
- Defines traits as editing decisions with do/don't pairs, so the guide works at the sentence level where writing happens.
- Edits real text trait by trait, explaining each change so writers internalise the voice instead of outsourcing it.
- Calibrates per channel: one voice, adjusted in warmth and density — never a different company per channel.
- Stress-tests the voice where it is hardest: error messages, bad-news emails, legal-adjacent text.
Example
You: Our website sounds corporate, our emails sound chirpy, and our docs sound like a different company. Fix it.
Result: A voice guide built from the three pages you said felt 'like us': four traits, each with before/after pairs from your own copy ('We leverage synergies' became 'We do the boring integration work so you do not have to' — trait: plain-spoken confidence). The site's five key pages edited, the email templates recalibrated to the same voice one notch warmer, and a one-page cheat sheet your team actually uses.
Limits — please read
- A voice guide shapes expression, not strategy; what you are willing to say is a positioning question it will flag when that is the real problem.
- Voice drifts as teams grow; the guide plus periodic audits slow it — governance is yours.
- Humour and edge are high-variance: it calibrates to your risk tolerance and marks the lines it chose not to cross.