Your brand’s tone of voice is more than just words—it’s how your business speaks, connects, and builds trust with your ideal customers. Get it wrong, and you risk sounding generic, unrelatable, or even off-putting.

Get it right, and you’ll create a brand that resonates deeply with your audience, turning casual browsers into loyal customers.

Here’s how to define and perfect your tone of voice in a way that makes your brand unforgettable.

1. Start with Your Audience—Not Your Preferences

Many businesses make the mistake of choosing a tone of voice based on what they like rather than what their audience responds to. Your voice should feel familiar and engaging to your ideal customer, speaking their language and matching their expectations.

✅ Action Step: Create a customer persona. Answer these questions:

• Who are they? (Age, profession, interests)
• What do they care about?
• How do they communicate? (Formal, casual, humorous, direct?)
• Where do they spend time online? (LinkedIn, Instagram, TikTok?)

2. Audit Your Current Content

Before you define your ideal tone, take stock of where you are now. Look at your website copy, emails, and social media posts.

✅ Action Step: Ask yourself:

• Is our current tone consistent?
• Does it align with our audience’s expectations?
• Are we sounding too corporate, too casual, or just right?
• How do customers engage with our messaging?

If your tone feels mismatched or inconsistent, it’s time for a refresh.

3. Define Your Brand’s Personality in Three Words

Imagine your brand as a person. How would you describe their personality in three words? Are they bold, witty, and confident? Or trustworthy, professional, and approachable?

✅ Action Step: Choose three words that define your tone of voice. Then, clarify how these words translate into your writing:

• If your brand is friendly, do you use emojis? First-person pronouns?
• If your brand is authoritative, do you avoid slang and keep your sentences structured?
• If your brand is playful, do you use humor and pop culture references?

4. Create a Tone of Voice Do’s and Don’ts List

Having clear guidelines ensures consistency, especially if multiple people are creating content for your brand.

✅ Example:

• ✅ Do: Use simple, engaging language that speaks directly to the reader.
• ❌ Don’t: Use jargon or overly complex words that confuse your audience.
• ✅ Do: Keep sentences short and punchy for easy reading.
• ❌ Don’t: Use robotic, formal language unless your audience expects it.

5. Test and Tweak Based on Real Engagement

Your tone of voice should evolve based on audience feedback. Are people engaging with your content? Are they responding to your emails? Do they feel a connection with your brand?

✅ Action Step: A/B test different styles of messaging in your emails, ads, or social media and track engagement. If a conversational, casual tone gets more responses than a formal one, lean into it.

Final Thoughts

Your brand’s tone of voice is the foundation of how you communicate with your ideal customer. By understanding your audience, auditing your content, defining your personality, setting clear guidelines, and testing for engagement, you’ll create a tone that not only attracts but retains loyal customers.

Now, go refine your brand voice and start making meaningful connections!

Hiring a copywriter can be a game-changer for your business—if you find the right one. The right copywriter will capture your brand voice, engage your audience, and drive conversions.

But the wrong hire?

​That can cost you time, money, and credibility. Here’s what to look out for and the traps to avoid when hiring a copywriter.

1. Beware of the "Jack of All Trades" Copywriter

Some copywriters claim they can write everything—from SEO blogs to sales emails to technical manuals. While versatility is valuable, true expertise takes time to develop. A copywriter specializing in your industry or type of copy (e.g., direct response, content marketing, or brand storytelling) is often a better choice than a generalist.

✅ What to Do: Look for a copywriter with experience in your specific niche or the type of content you need.

2. Cheap Rates Can Mean Costly Mistakes

If a copywriter’s rates seem too good to be true, they probably are. Rock-bottom pricing often means:

• Little to no research
• Generic or AI-generated content
• Poor grammar and structure
• A lack of understanding of sales psychology

✅ What to Do: Instead of going for the cheapest option, consider the value the copywriter brings. Ask about their process and how they craft persuasive, audience-focused messaging.

3. No Portfolio? Major Red Flag

Any experienced copywriter should have a portfolio showcasing past work. If they can’t provide samples or case studies, they might be inexperienced or hiding subpar work.

✅ What to Do: Always request samples. If the writer claims their work is under NDA, ask for a paid test project to assess their skills.

4. Vague or Overhyped Promises

Some copywriters promise results like “Guaranteed 10x ROI!” or “Instant Conversions!” While results are a crucial part of a successful marketing strategy, it’s only one piece of the puzzle. Be wary of anyone who guarantees unrealistic outcomes.

✅ What to Do: Hire a copywriter who focuses on strategy, audience understanding, and data-backed techniques rather than empty promises.

5. No Understanding of Your Target Audience

Great copy isn’t just about fancy words—it’s about connecting with the right people. If a copywriter doesn’t ask about your audience, customer pain points, or brand voice, they’re likely writing generic content that won’t resonate.

✅ What to Do: Choose someone who asks insightful questions about your business, audience, and goals before writing a single word.

6. Lack of a Clear Process

A professional copywriter should have a structured process, from research and strategy to drafting and revisions. If they’re disorganized or fail to communicate timelines, expect delays and frustration.

✅ What to Do: Ask about their workflow. A good copywriter will have a clear process, including research, drafts, and revision rounds.

7. Ignoring SEO and Conversion Principles

​Even if you’re not hiring for SEO-specific content, a copywriter should understand basic SEO principles, persuasive writing techniques, and conversion psychology. If they don’t, your content may not attract or convert readers.

✅ What to Do: Ask how they incorporate SEO and conversion strategies into their writing.

Final Thoughts

Hiring the right copywriter requires more than just scanning resumes or picking the lowest bid. By watching out for these traps and focusing on expertise, audience alignment, and strategic thinking, you’ll find a copywriter who can truly elevate your brand.

Take the time to vet your candidates carefully—great copywriting is an investment that pays dividends.