You can always tell when something’s been overthought.
It sounds polished. Careful. Technically correct.
And completely forgettable!
Tone of voice is where brands either come to life—or disappear into the noise.
Because it’s not about sounding “professional”. It’s about sounding like someone.
A simple shift:
Instead of writing for an audience, write to one person.
One person. With a specific context. In a real moment.
Suddenly, the language changes.
Sentences get shorter. Clarity improves. It feels… human.
Try it with something you’ve already written. You’ll feel the difference straight away.
Next week, we zoom out and give that voice structure, so it stays consistent everywhere.
If you’ve ever said “this doesn’t sound like us,” this one’s worth sharing with whoever writes your copy.