NASA says… ‘Black holes are made when the centre of a very big star falls in upon itself, or collapses’. Um, OK. Like how does a big star fall in upon itself? And they also said that ‘scientists think supermassive black holes were made at the same time as the galaxy they are in.’ Uh huh.

Black holes occupy a space in my mind where negative gearing can be found. I know they exist but it is BAFFLING. Worm holes are much easier for my average performing brain to understand. ‘A wormhole is a theoretical passage through space-time that could create shortcuts for long journeys across the universe.’ (space.com) Very handy, like the transit lane in peak hour. Hans and Chewy made regular use of the space express lanes. But be warned, ‘wormholes bring with them the dangers of sudden collapse, high radiation and dangerous contact with exotic matter.’ Wait, exotic matter? Exciting! Definitely worth taking the short cut to find out what that is.

But why all the space and time talk? We just watched ‘A brief theory on everything’ and I have been thinking about my own brief history of time. I believe I may be dealing with some sort of time space-time continuum not yet chartered in the science books. Let me explain my area of study.

When you get older, time moves faster. FACT. There aren’t as many hours in the day, you need an extra day in the week to get your work done (even though you are gagging for a wine and slipping in another day will delay that further), it seems like yesterday you were holding a screaming newborn (unless you were) and you gasp when the woman at the bank says it’s nearly April. And quite shockingly, at some point, you look in the mirror and see an older person staring back at you, which is not an older relative but in fact, you. Wait, when did that happen? Was there some time slippage? YES THERE WAS. Time has sped up.

The questions I want to put to the scientific community are:

What is the official biological age that time speeds up and what is the physics behind it?Or is it external factors that cause the acceleration, like having children?Does time slow again when you are old? If so, how does it work?

I won’t be offended if you explain it to me like I am five. In fact, I would appreciate it.

While I wait for the scientific community to jump at the chance to exam this new area, let’s look at some evidence to support my claim. For a young person time seems endless. It takes FOREVER to turn 7, half an hour to wait is an ETERNITY, and Christmas is always AGES AWAY. The days of fun stretch out to the horizon and the summer holidays seem to last a LIFETIME. Actually the summer holidays feel like a lifetime now I have a school age child. Let’s erase that last point from our field notes. Younger people clock watch eager to get on, to move forward. Middle-age people say ‘Holy shit, is that the time?!’ and start scrabbling around like a dog on lino, and old people? Old people seem very OK with sitting at bus stops for extended periods with retirement appearing like a very long time to fill and financially manage. New Year’s Eve 1999 feels like it was only a few years ago and the biggest case for these uneven accelerations of time is people saying ‘oh they grow up so fast’ when referring to your kids. And they really do! We think they are growing so fast but the kids think it’s taking forever to get big. See? It’s going slow for them but fast for us. Why is that? Because time speeds up for the older folk.

Please note, even though this new theory on time has a lot of cause for further examination there has been no professional research done into this exciting new field. And for now, our questions lay unanswered.

Speaking of the space-time continuum, I find it comforting that even if you are, as Einstein put it, ‘a non-accelerating observer’ time still moves on. If you feel stuck in a rut or having a rough patch, physics has proved that time will continue to march on in some dimension.

I like to think that time travel will one day be possible. Like negative gearing is today. Physics is well beyond my grasp but the world will see more incredible minds like Stephen’s or Einstein’s and the possibilities are endless.

However, I do like the idea of not knowing the theory on everything. It leaves a lot of room for magic and creativity, which as our passage of time lengthens the room for magic decreases. Wait, is that an equation? Did I do one? Here you go: Old = Time – magic. Ta dah!

I despise the word ‘haven’. That’s important to know upfront. It means ‘a place of safety, or an inlet providing shelter for ships’, according to the dictionary. It should not be used in real estate copy unless you a selling a house for distressed peoples seeking refuge near an estuary.

Real estate copywriting has been given a bad rap over the years. Historically plagued with flowery language that doesn’t resonate with consumers. Today’s buyers are savvy and can sniff out a rort quicker than you can drop your hammer. An outdoor dunny is not a studio and clichéd phrases such as ‘detonate or renovate’ doesn’t cut it (as you are walking past graffiti and over bloody footprints).

Real estate copywriting should deliver a brand experience that is a reflection of the agency listing the property. This builds brand loyalty and creates a point of difference that sellers and buyers alike will seek out.

So how do you make your property stand out from the crowd through words? Buyers respond to fresh, authentic and descriptive copy delivered succinctly. Avoid repetition (it looks like you are clutching at straws) and detailing both the property features and the lifestyle benefits is a must.

Some tips for fruitful real estate copy:

Don’t over polish a turd

Be a positive realist. Use hopeful but honest language. For example for a 100-year-old house, possibly haunted, you could write –

‘It’s easy to feel at home in this character-filled bungalow. Light and bright with a leafy backyard, it offers a great base to raise a family in this sunny beachside suburb.’

Remember, this is someone’s home so respect, care and consideration are imperative.

Use everyday language

How would you describe the property to a friend? Be warm, fresh and detailed. Your audience is going to be a broad cross-section of people and you want to deliver cut through quickly and get your house on Saturday’s must-see list.

Don’t go OTT with the superlatives

‘This stunning home, with a beautiful outlook, will be an amazing lifestyle choice for your gorgeous family’.

Keep on driving. The above sentence doesn’t tell us anything. Superlatives have their place in real estate copy but have to be used sparingly. You need to make very word count in often limited space. Use enticing adjectives which add meaning and a better understanding of the properties most saleable points.

Avoid clichés like a cold toilet seat in winter

If you cringe while reading about a property then you know you have stumbled inadvertently across a cliché. The industry is littered with them and it’s our job as real estate writers to eradicate them, one listing at a time. It’s a bit like using ‘Wart Off’. Some of my favourites…’Renovator’s delight’, ‘Urban oasis’, ‘Family haven’, ‘Priced to sell’. Wait, what does that even mean?

The best agencies really value marketing and hire the best photographers and writers to deliver the advertising material. Buying and selling are primarily an emotional experience and it’s our job to shine a light on the property through words and draw the buyer in. Give them a tantalising but true taste of what life is like at this property. And stick to the word count.

See you at the open house.

Whether we like to admit it or not, teenagers are at the cutting edge when it comes to trends. And that includes language. Popular culture is full of head-scratching new words, blended words, evolved words, -isms that regularly make their way into our everyday conversations and online communication. Marketers need to stay on top of slang language trends to create meaningful brand communication that has cut through with the skeptical youth of today. An age group that can sniff out the stench of the untrendy and unhip a mile off. So if you need to refresh yourself with the urban lingo of the year or are simply having trouble understanding the young people in your life - this will help.

Bae – before anyone else. Short for babe. Your significant other.

Extra – trying too hard or being over the top.

GOAT – Acronym for the ‘greatest of all time’. (www.skidmorestudio.com)

Hunties – your group of good friends.

Receipts – evidence of a person’s hypocrisy often pulled from social media or text conversations. (www.skidmorestudio.com)

Savage – Meaning something is particularly hard-core (in a good way).

Ship – an important one for social media. It comes from the word relationship. You ‘ship’ the two people you want in a relationship. I ship Harry and Meghan. (www.popsugar.com.au)

Snatched – a word to use when describing something that looks really good.

Woke – being aware of current social and cultural issues, news events.

A special note. I was going to include ‘fleekin’ in my distinguished but not exhaustive list but have recently learnt that it’s so 2016. Don’t use it any more people. Or FOMO (fear of missing out). It has been officially retired. The youth have spoken.

Everybody has their own path to tread when it comes to finding the elusive Holy Grail – a career you love. The one common denominator, however, is pretty much always, hard work. Unless you were born a supermodel, most of us mere mortals need to find something we are not bad at with the aim of getting money for doing it. And if we are really lucky we find something that we love doing and get paid for it.

How did I become a busy freelance copywriter? It was a perilous journey fraught with late nights, too much caffeine, a lot of wine and a bucket load of believing in myself. It was worth it. These are my tips.

Believe in yourself and others will

‘You have brains in your head, you have feet in your shoes, you can steer yourself any direction you choose.’ In the words of one of my favourite authors, Dr. Seuss, today is your day. You know where you want to go, so believe in yourself and have confidence. You are not here by chance.

Brush up on your skills

Look at booking yourself into a recognised industry course. Having some formal credentials can help with the confidence and fill-in some linguistic gaps that we all have. It also looks good on your profile.

Have an online face and a social media presence

Get yourself out there and have an online place where people can find you, including LinkedIn. Join some online copywriting groups. A website is great and don’t worry if it’s a bit thin to start with (remember you are being confident). Social media is an excellent way to regularly deliver opinions on copy or writing you love and reminds people constantly of what you do for a crust. It’s a good way to keep yourself top of mind for new work.

Tell everyone that will listen what you do

You never know where the next job will come from. Tell anyone that will listen what you do – the local butcher when you are buying your sausages, your hairdresser, the mums at the school gate. I have found some cracking jobs by rabbiting on to all about what I do.

Get blogging soldier

Not only are you practising your craft but you are showing love, commitment and knowledge of the profession. Write about the industry, copy that stirs you or really, just about anything. It’s a great way to show your breadth of work and different styles you can write in.

Get your hands on a tight brief

The tighter the better I say. That way you have the best chance of delivering fantastic work first time round. Ask loads of questions up front and ideally work with your client to fill out a copy brief (you can put the template together yourself). If any red herrings come your way, and you have followed the brief, all we be OK and together you can get back on track to copy greatness.

Do a few jobs for free

Get a few runs on the board. Do a few jobs for love, or for some free products. Put your heart into it. Not only will you learn a lot but by putting loads of effort in you will have the work you are proud of and happy to show on your website or to new paying clients. Make sure you get some praise for your testimonials page from the lucky people who you did the job for.

Move on to bit of a discounted rate

Don’t go overboard with the confidence tiger. Clients can see you don’t have a huge amount of experience yet so set a price that reflects that with the view to move up steadily as the year, and your writing, progresses.

Always quote upfront

This is really a given but I would be doing my job poorly if I didn’t mention it – always estimate upfront and get a written approval of the estimate before commencing work. Nuff said.

Keep the pipeline going

A wise man once said to me (you know who you are oh learned man) that it’s important to keep an eye on the pipeline ie what new work have you got on the horizon? Try not to get 100% focussed on your current job that you forget to get something happening for your next one. I fell foul to this early on and after a couple of weeks of thumb twiddling and Malteser scoffing, I then had a few weeks of being out of control and screeching around like a demented cockatoo. Try to keep a good steady flow of work. You have been warned.

And a word on presenting work

One of the earliest lessons I learnt in my advertising career (apart from not, not getting drunk at a boozy lunch) was that every time you present work always put your point of view across with a clear substantiation for your thinking. Always give a solid reason for your opinions and choices. And choose your battles. Let in an undesirable word choice to get the headline you passionately believe in later.

All journeys to ‘Copywood’ are different but hard work, perseverance, and a few mistakes are always important steps. Got some new tips to add?

The fact is, when you connect in the business world, you’re also connecting in the online world as the first place you’re likely to be ‘checked out’ is on LinkedIn.

Your LinkedIn summary is the most important version of your professional bio as it is the one that is most read. It also gives you the chance to capture the attention of leaders, decision makers, talent and critically new business. It has to shine.

You have about 5 seconds to make a connection with the reader and impress. So no pressure then.

It’s critical when writing a summary to understand why you are doing it, what you want to communicate and who your desired target audience is.

Once that is established it is on to creating engaging copy that your audience will want to read.

Like any great piece of copy it starts with a killer first line. One that stops the reader in their tracks. And then inspires them to read more. This can take many forms but to be engaging and attention grabbing it needs to be bold.

The body of the summary should explain what you do, or what you sell, as well as your story, your passion, your powers, and your reason why. What makes you stand out? What do you do differently? What problems do you solve or solutions you provide? A list of skills and achievements certainly has its place too, but that’s not very engaging in isolation.

A word on style. Think about the most enigmatic leaders and speakers you’ve come across. They are not afraid to make it personal and tell a story. That’s what engages the reader, and makes a more powerful connection. You might want to think about including a career goal, a passion or a vision. Again, in the spirit of an engaging storytelling style don’t forget to include interesting facts about yourself like you wrestle crocs on the weekend to get you energised for big sales meetings, or that you are fluent in three languages.

An important reminder. Your summary should be a reflection of your professional personality and it should match your offline one.

Finally, how are you going to sign it off? What do you want your audience do? Don’t waste this opportunity to connect. Include a call to action with information on how people can find out more about you or your business, or how to contact you.

It has been drummed into me since I was a wee nipper swimming in big ad agency pools – the uttermost importance of a tight brief. And now I am a little longer in the tooth with a swagger of the experienced, I can say with confidence that it is true; a great copy brief leads to cracking copy that gets results.

But writing a (comprehensive) brief takes time and I want to make it easy for my client, I hear you say. A detailed copy brief does take time but taking the time up front to nut out a detailed brief will save everyone time and money in the long run, and the client will get their (awesome) copy quicker. A tight brief, full of details with no stone left unturned will greatly minimise follow up calls and emails to your client and that’s good client service. A thorough brief will mean that you deliver a great first draft and first impression of your writing prowess, and not waste time and money with lots of revisions.

My extensive background in advertising has come in very handy for brief writing. As a freelance writer you find you work with all sorts of clients from a range of backgrounds and companies vast and small. It’s important to remember they are not always marketing people. A great way to build a working relationship is to sit down for an hour or two with your client and favourite drink, and thrash out as much information about the project and business as you can. Fill in every section of your brief. Be prepared and ask a lot of questions, stuff that a non-marketing minded person wouldn’t necessarily think of. You will probably uncover a gem or a nugget of copy gold.

In the spirit of great copy for everyone, I have detailed my basic structure to a copy brief that I like to follow. It’s tested and loved. A comprehensive copy brief does take time but it’s worth it, like a roast dinner on a Sunday.

The Copylark Copy Brief.

Background (extremely important for new clients): What does the company do/reason for being? What’s the USP?

What are the company values? Why are you different? Main competitors?

What are we doing? Ie a new brochure to advertise our new offices and new service range.

What do you want to achieve? Ie by doing this we want to achieve XYZ business goals.

Who are we talking to? Who are they (profiles if poss.) and what solutions do you offer them?

What are the key messages and reasons to believe? You can consider hierarchy of messaging here depending on

medium.

What is the call to action? What do you want customers to do as a result of seeing this communication?

What are the style guidelines? What kind of vibe/ language style do you want the document to take (tone of voice)?

Mandatories? What information absolutely has to be included and where?

Journos are busy folks. They are short on time, inundated with leads but also, lucky for us, hungry for a cracker of a story that will raise their profile and that of the publication that they write for. How does one write a press release that will grab the attention of the journalist or editor, and take your story to the dizzying heights of actually being written and published?Here are my tips, tried and tested:

You have to have an angle. Why would someone want to write about this? Why is it news? What is so important or different about it? Think about your target audience for the story. Is it mainstream news or is it going into a niche publication? When is it happening?Here she goes again I hear you say. This bird is always on about headlines. You have to have an exceptionally intriguing headline to stop the recipient in their tracks. And I am talking about a snappy subject line too for emailed press releases. The most important thing is to get the reader to read the next sentence or open the email and if the gods are smiling, read the first paragraph.The first paragraph. Again, with our time poor friends in journalism you want to sum up your news story or the essence of it in that first paragraph.Now hit the read with facts, quotes and support. Don’t spend too much time on style as remember, you are giving this to a journalist to write. Let them do the magic stuff later. Give them enough so they can see the story and be interested by it. Try and stick to one page. Attach a couple of creative photographs if appropriate to bring a bit more colour and flavour.Important – you must include details at the end on how they can get in touch with the relevant person for more information. List website address, email and phone number. Also include easy to access links if more information is to be provided. Make it as easy for the journo as you can. At the top you should say whether it is for ‘immediate release’ or ‘embargo’. Be aware, embargo means no information can be published before the date you specify so that might get your story pushed aside. Might be better to wait, if possible, until you are ready to go live.Proofread and edit. Proofread again. You want to appear professional and credible. Don’t turn a wordsmith off your great story with a poorly polished document that includes typos, bad grammar and poor punctuation.

"The first draft of anything is shit", said Ernest Hemingway. What I think he meant was that writing is a continual process of shaping, crafting and refining. I think that is the difference between a writer and someone just writing something. A true writer knows that to mould the words to a place where they are satisfied takes time, and usually quite a bit of refinement.

I have a process that I loosely follow during a writing project. I start with getting ideas, information and concepts jotted down (typed out), clarifying my thoughts if you like and building the first structural framework for the copy. It will flow out fast at times; my fingers frantically trying to keep up. Then suddenly as fast as it came the thoughts will dry up and my fingers will slow down. I know it’s time to stop for a bit. Maybe for an hour or maybe for a day. I will get up and go and do something else. While I am doing that something else I am constantly thinking, rolling around the words, the story, the flow of ideas and building on the foundations that I have already laid down. For me this going away bit is very important. Giving space and time to your copy gives it room to breathe. I know that sounds quite lofty but it gives room to new ideas or space to solve problems. When I return I feel refreshed and can offer a new and valuable perspective.

Crafting and finessing copy is a process. It takes time. We all need to work to time lines but within that timeline I won’t present work to my clients until I think it is ready. It needs to not only answer the brief but also be carefully refined with the wrinkles smoothed out ready to make an impression.

I was sitting here just now with an agonising case of writer’s block. It rears its ugly head from time to time and I was frozen in its anxious grasp. As my writing has matured (and myself) I can now quickly and easily recognise a bout, and take some tried and true steps to recovery and creative expression once more. I am putting down my coffee and chocolate, I am back to punching the keys, my thoughts alive once more and I am going to share with you some tips for the relief of the dreaded block.

Let’s start at the beginning. What is writer’s block? The Macquarie Dictionary defines writer’s block as – (noun) a drying up of creative ideas, commonly suffered by writers from time to time. There you have it; you aren’t alone.

What causes writer’s block? It often seemingly appears out of the blue. The majority of writer’s block generally occurs at the start, so I have read. Writer’s sit down and hope that inspiration will come when they get behind the screen. The writer may have allotted a number of hours for that day or they may have a deadline. For any kind of writing not knowing what to write about is a killer and motivational sucker. One condition I find I suffer from more is that I have a great idea but I don’t know how to start it. I believe that first sentence or paragraph needs to be a cracker to draw your reader in so I personally feel the pressure here. Or it may be that you have a few ideas or approaches to an idea and are having trouble distilling it to one workable idea. Some writer’s say that the block can hit them from their blind side. They had a great idea and they were off and running with it when suddenly they ran out of steam and wondered where on earth they were going with it. Sometimes it’s hard just to wrap things up.

What can you do to relieve the symptoms and get back on your writing journey? The first place to start is to just write about anything – get your juices flowing so to speak. I like to bang out an email to a family member in the UK regaling them with anecdotes and stories. Just writing can spark your ignition again and you can work out if you have a MILD or SERIOUS case of the block. Once you have written about anything for a bit, take a breath and get up for a cup of tea. How do you feel? If it wasn’t serious you can get back on your way now. If you are still experiencing the block then you need to go and do something else for a while – go for a jog, have a look at stuff in the garden, watch Modern Family or have a think about the new kitchen you want and where things will go. Best to get away from the laptop though. After an hour come back refreshed and have a go. If you are still suffering it really is OK to give it up for the day and put it down to a “block day”. As a writer you have a quota of block days you allowed to use. I am also of the opinion that it is better to have a block day than publish or present work you aren’t proud of.

With this post I run the risk of stating the obvious – all copy needs to be laid out well in a clear and consistent style and format. Copy layout is crucial to comprehension and the reader digesting the material in the intended fashion. This may seem pretty elementary but I often come across copy in marketing collateral, eDM’s and newsletters that is a mish mash of thoughts and ideas and laid out in a way that is just too hard to wade through. It’s like the author just wanted to make sure all the wonderful ideas and news stories were included but gave little or no thought to the document as a whole and its layout. Even if the copy is well written; if it is not in a structured format with an easy to follow flow readers will disengage. It doesn’t have to be fancy. Just by incorporating colour, font changers and enhancers and appropriate copy breaks can make all the difference. Don’t be afraid of space and make sure everything is where it should be. The same goes for websites. Without easy to use navigation your carefully crafted and impactful copy could be wasted. The reader just won’t find it. Keep it simple.

Is there a magic formula for a great blog post that captivates your readers and leaves them wanting more? Maybe. Blog posts are an effective way to deliver a point of view or an opinion piece. They can build a brand’s profile and they can tell a story over a period of time. People write blogs for different reasons but the recipe for an engaging blog post is usually the same.

So let’s start with the basics. What is a blog? Essentially it’s writing interesting and compelling content consistently over a period time. Bloggers want to connect with their readers and build an audience. It’s about keeping a pace or momentum; people will keep coming back for more if you deliver interesting content.

The first step in creating a blog post is to work out what you want to write about. Answer the question, why would someone take 10 minutes out of their day to read it? I believe in keeping your topic single minded. My process is to let my post idea marinade in my mind for a while. I roll it around and think about how I am going to present it. Optimum blog post length is considered to be around 500 words so by keeping it defined you can deliver your point, support it and wrap it up nicely. Don’t try to do too much. That’s the beauty of a blog. Many more posts to come!

You have your topic and now it’s time to create an enticing headline. Like any piece of writing an attention grabbing headline is crucial. You want to create enough intrigue so you have left your reader no choice but to read on. And don’t stop at an award winning headline. Your first sentence should have impact too. As I have talked about in my previous post regarding headlines, don’t disappoint the reader with a weak first line. Your first sentence should be as captivating as your headline.

Next important ingredient is to stay on topic – stay true to your single minded mission. You don’t have a lot of space so you want to state your point and then add depth to your post with supporting facts or anecdotes. Draw your readers in with well-crafted copy that is clear and cohesive. Bloggers usually have a style in which they write or if writing for a company they will adhere to a tone of voice.

Finally, your blog post is nearly complete but how are you going to wrap it up? Depending on the type of post you may want to add a call to action or a way for the reader to find out more information about your topic. Otherwise a memorable final remark or thought that completes your post and leaves a lasting impression.

People, make sure your writing has been proofread. I am passionate about eloquent and flawless copy. In an ever increasing self-publishing world people miss this crucial step. If you engage a writer to do your companies blog posts they will make sure this check has been done. Error free and clear copy is paramount to creating a professional profile and credible reputation. It’s very easy to quickly bang out your post in a rush to get published or beat someone else to the punch, but if it is poorly delivered with typo’s and mistakes you run the risk of your reader becoming disengaged and them not returning to your site. What does it say about you?

And finally, an important thing to remember – with blogging, timing can be everything. For example, if your topic is relating to news, current affairs or dates then publishing your post at the right time will make it relevant to more people.

You never get a second chance at a first impression and never was this truer than with a headline. Get it right and you get attention. Whether it is for a blog post, eDM or a poster, it all starts here.

It is a well-known fact among today’s writers that while 8 out of 10 people will read your headline only 2 out of these 10 will read the rest. Ouch. Cracking that great headline is critical otherwise you are going to lose those 2 and you’re copy is doomed to be unread. A killer headline is essential but it is easier said than done right? Capturing the essence of your entire blog post in a few short charismatic words is hard – probably the hardest part. Writers can spend hours trying to formulate the right combination. According to some copywriters when working on a writing project you should spend at least 50% of your time developing the headline. That’s how important it is.

So what makes a good headline? There are some tried and true techniques for developing a great headline. The most basic of these is to keep it simple and direct. I was once told that you should tell your audience right away what is in it for them. Answer the question – why should I read on?

Great headlines usually:

State a fact,answer a problem,make a promise, orpose a question.

Humour is engaging and inviting depending on your medium and target. The use of numbers or specifics can be powerful and make an impact. For example: ‘5 reasons why your headline stinks.’ Always inspire intrigue and curiosity so people read on. Try to keep it to a handful of words – optimum word count is 6.

These are some of my favourite published headlines:

Suppose this happened on your wedding day

How to win friends and influence people

What’s wrong with this picture?

161 new ways to a man’s heart

How I made a fortune with a fool idea

For more information on lung cancer, keep smoking.

Remember that while a great headline is important to your writing being read, it doesn’t guarantee the success of your writing. The benefit, promise or interest still needs to be satisfied in the body copy in a credible way. Appeal to the emotional and logical.

And lastly, don’t forget the first sentence. Make it strong and a promise of things to come. You have got your reader. He has liked your headline and clicked on your link; don’t disappoint him with a weak first sentence.

I recently completed a copywriting project working with a Spanish born photography client to develop a brand and story around his work. Through this project I was reminded of how important tone of voice is to writing. He was launching a new business and needed to carve out a space for himself in the kids photography world. In lieu of a brand framework or identity, our first step was to work out how he wanted to position himself in the market, how he wanted to be perceived and how he wanted people to talk about his brand. This led us naturally to a discussion about the personality of his brand and the tone of voice we will work to. As English was not his first language, I think it was an educational process for my client to see that it was not only the words that give meaning but the tone in which we write it, and how particular attention needs to be paid to this when defining your brand. Tone of voice sets the mood and gives the copy personality. It should be realistic and personal to your brand. Most importantly tone of voice should be used consistently throughout all copy a business produces as this will create a unified voice – vital to building a brand.

I come across copy from time to time that has been written in such a dry impersonal way that I want to weep for the words themselves- copy that is just words without personality. More often than not it is in the B2B world. And why? All of us need colour, flavour and energy in our reading matter, more so if the content is dry. To really connect with your desired target audience you need to communicate with them in a way that will resonate with them. Banks are an interesting example of this. There has been a real shift in recent years in the way banks talk about themselves – what they say and how they say it (there’s that tone of voice again). They have lost that austere and inapproachable façade and have become more accessible, friendly and engaging with their customers.

Of course a brand’s tone of voice can vary a bit depending on who you are talking to, about what and through what medium. It doesn’t have to be overcomplicated. Rather the writer will adapt it to suit the target audience and use appropriate tone for the medium. The essence of the brands personality will stay the same but with minor adaptations. For example Vodafone may communicate a little different with their pre-paid mobile users in-store to their online business customers. The Vodafone brand personality will still be recognisable in all the copy.

Simply, tone of voice is a reflection of your brand values. I say keep it clear and easy to use. Everyone that writes for your brand will need it to develop copy that takes on the flavour and personality of your brand while delivering that all important message. The result will always be an effective piece of brand copy.