Writing tone of voice guidelines is harder than writing the actual copy. Fight me. Why do we overcomplicate something that should feel intuitive?

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When copywriters struggle to write toward a creative direction, the solution is to introduce more play and experimentation in your writing process. Long career in copywriting for different brands.

An exceptional brand kit will include examples of more complicated copy and a “write this, not that”.

A good exercise is to first try to talk (speaking out loud) in your brand voice. When writing, we infuse our vocal tones into our own writing. If you can change the way you speak, your writing will shortly follow.

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Agreed! Still one of my least favorite tasks ever in this role.

Really?? This is one of my fave tasks! It's helpful to have a brand guide when there are multiple writers on an account and not everyone is as familiar with the client. It also provides a nice baseline for continuity over time.

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