Ah… tone of voice.

Some copywriters define their existence as “Tone of Voice Experts,” and fair play to them.

My feelings — towards what’s commonly known as “TOV” — are more complicated.

But, there is no doubt, especially when you’re working in the agency world, or with big business, you’re going to either a) be tasked with creating one at some point, or b) you’re going to be asked to interpret one.

I do both.

Regularly.

I get asked to write them, and I get asked to use them.

So, for this session, I took one such guide (which I wrote years ago) and worked through it, explaining why I included various elements and how I recommend you take such thoughts on board in your writing.

As I was recording in the kitchen, Pablo interrupted twice. Actually, only once was his fault — the other was a delivery man. But such is life, and the hardcore reality of copywriting at home.

Anyhow, I hope you find it all useful and thought-provoking and do feel free to share your comments and questions below.

Oh, and video version here if you want to watch rather than listen.

Best,
Glenn