Voice Finder Sessions:
In 2 quick hours, you'll have a voice that sounds exactly like you... Because it is you.
A live 1:1 session that uncovers your brand's perspective, personality, and identity — so your writing never sounds flat again.
No prep needed.
Perfect for founder-led businesses
The Problem:
Most brand voice work starts in the wrong place.
Agencies hand you a document stuffed with archetypes, AI generates your tone based on a prompt, and DIY templates ask you to describe yourself from a dropdown menu of other people's adjectives.
They start from the outside.
And you get a voice that’s... fine. But not real. Because it doesn't sound like anyone. It sounds like a committee grabbed random ideas from obvious sites and crammed it into a PDF.
The stuff that makes your brand actually compelling — your perspective, your instincts, the reason people trust you — that's what we need.
But it’s almost impossible to find by yourself.
The Difference:
I work from the inside out.
Voice Finder Sessions don't start with your audience. They start with you — your identity, your perspective, and the patterns you've never noticed. The stuff that's there but nobody named.
Because your brand's voice isn't something we invent. It's something we uncover. It exists in your culture, your values, and the way you see your industry. We just need to pull it out and give it structure.
Having a great voice isn’t about being able to write well.
It's about having something to say.
Once you're clear on who your brand is and what makes it different — everything else falls into place.
The writing gets easier. The content gets sharper. And you or your team finally know what you're aiming for.
The words come without doubt.
"The split second Justin gave me my brand voice persona, I knew I'd never have a problem writing again"
"General archetypes never worked for me because they didn't really translate well and the lines got blurred. This personalized version of my voice type defines everything I stand for on paper. It focuses on who I am and provides the missing step between my mission, vision, and values and my writing.
He nailed it.”
The Method:
Two hours.
Zero prep.
Instant clarity.
This session is exactly what you need to find you again.
All you do is show up and point.
You point. I probe.
We work through a guided process that surfaces the hidden personality, perspective, values, and instincts at the core of your brand. You'll uncover patterns you didn't know you had, and find the blind spots you couldn't see from the inside.
I decode it.
Using proprietary brand voice voodoo, I analyze our session and structure it into a framework that you or your team can actually use. Not vibes. Not avatars. Not archetypes. A system built on who you truly are.
You get clarity.
Within four days, you'll receive a custom brand voice persona and framework — including a clear picture of how your brand shows up on paper, the way it sounds across any channel, and how to bring it to life.
"It's like therapy, minus the tears."
We'll add 30-minutes to the call just in case we run long. It's not common, but it happens on occasion.
↓↓ A quick glimpse of what happens in a Voice Finder Session ↓↓
This quick video comes from a group demo. Watch what happens when we ask someone about what's really in their voice:
Voice Finder Sessions work for both personal and founder-led brands.
This is how you get you on the page. Because, I’m not saying you shouldn’t use voice of customer in your copy. I’m not saying you shouldn’t mirror what your audience says or feels. You should!
But the words around that should be unmistakably yours.
Because you are unmistakably you.
And that’s what most brands miss.
"I spent months training to Claude to get my voice, but what Justin did in just two hours was next level."
"This session captured a bigger identity that's been lurking beneath my copy and gave me a better understanding of who I am. This wasn't something AI could find, and I'm not even sure I would have noticed it myself. Great experience. No notes."
The Result:
Clarity you can use immediately.
The moment we're done, you'll know exactly how your brand should sound — and so will everyone creating your content. No more guessing. No more endless revisions. Just a clear, powerful framework that makes every word sharper, genuine, and unmistakably you.
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Your Brand Voice Persona
A privately defined identity for your brand that captures its personality, perspective, and unique role in your readers' lives — easy to understand and easy to channel.
Core Voice Analysis
Custom definitions of your key voice attributes, what they mean in practice, and how they show up in your brand's communication.
Clear Boundaries
What's on-brand and what's off. Including the traits you specifically don't want in your communication — so nothing crosses a line.
A Foundation That Scales
Hand this to any writer, a team, or AI and they'll understand what your brand sounds like and why. This is the starting point for everything that follows.
Note: A Voice Finder Session is the first step for a bigger brand voice guide. If you’d also like a complete document with your specific writing style, bios, grammar, lexicon, and exact content details to train copywriters — email me — and we can discuss your upgrade options.
(Most solo entrepreneurs don't need it, but if you have a team, it could be helpful.)
The Who:
For new or evolving brands.
Founder-led and traditional
Even a tailored suit can feel tight after a while. Every brand and founder reaches a point when they're ready to step into a newer voice that matches who they've become and where they're heading. When you've outgrown your old voice, it's time to re-align.
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Build something new
Get your voice right from the start with just enough room to grow. This process defines your brand before you write a single word and sets you and your writers on precisely the right path.
Evolve what's there
Have a brand that’s outgrown its original voice? We'll find what still fits and what's ready to change — without losing the pieces that you and your audience continue to love.
Founder-led brands
You built a business around your vision, but at some point, it grows into it's own thing. A voice inspired by you, but separate. We'll define where you end and the brand begins — so you each have a voice of your own.
Businesses & teams
These extra parameters create a framework so everyone aims at the same target. Because without them, everyone has an opinion on how the brand should sound, and everyone is right.
The Guy:
I'm Justin Blackman — the biggest Brand Voice Nerd you'll ever meet
I've worked with dozens of top personal brands and businesses to codify and scale their voices across multiple writers, channels, and teams. And I can say with certainty that being able to define and differentiate your voice can save you thousands of dollars per project and an ungodly amount of copy reviews.
(And your sanity.)
As one of the most-recognized names in the brand voice and voice guide space, I help entrepreneurs, businesses, founders, and people like you discover, document, and scale their perfect style.
…Especially if your voice is unique.
"We are all over the moon excited about it and I love everything about what he did for us. This makes on-boarding new writers a snap, and it was so interesting to learn how my voice comes across. All these little nuances make such a big difference and this guide is absolutely golden!
THANK YOU for an incredible tool for our biz."
The Elephant In The Room:
"Can't AI just do this for me?"
AI can be a decent writer, but it stinks at knowing who you are
Look, AI is pretty good at bringing a voice to life when it knows what to aim for. Yet it's terrible at defining what's actually there.
It'll give you something that "sounds" personal, but reads like a horoscope: applicable to anyone, specific to no one. And it can't surface the perspective or instinct that makes your brand worth listening to.
It can’t see what’s deliberately not in your voice, or understand why. That good stuff is buried deep.
That's what we find in this session. Once your voice is defined, AI becomes a much better tool because it finally has something real to work from. It finally knows you.
"Nothing — and I mean nothing — has come anywhere close to the results I got from a single Voice Finder Session with Justin."
For a long time I felt like I had one of the most unique voices in the game … and no ‘process’ would be able to nail it down. But Justin’s session dug way deeper than I was expecting — and the insights were pure GOLD. His proprietary “tone word” process is pure genius. And I walked away from it with a clearer understanding of my own voice than I’d ever had before.
The best part was, by the time he sent me the final deliverable … I barely needed to read it. Because the session itself had already opened my eyes to things I’d never realised before. Things I NEVER would have realised if Justin hadn’t actually sat there with me and dragged it out of my mind.
If you’re cheap and all you want is something that looks like a brand voice guide and tells you your brand voice is “friendly”, “casual” and “human”, by all means, do one of those AI-powered $88 voice guides being shilled on social media. But if you want something incredible, unique, and that will radically clarify things for you? Nothing even comes close to Justin’s Voice Finder sessions.
Justin’s process will show you things about your own voice you never knew existed."
The Investment:
Ready to find your voice?
One session · Total clarity · Zero homework.
Finally say, "That's me"
$2500
Looking for a complete voice guide to document your entire style?
Upgrade to a Brand Voice Guide
Starting at $4,000
"I can't believe how much better my AI output got with your guide."
"Night and day difference. All I did was feed what you gave me into ChatGPT and it got my voice 85-90% there. It's SO much better than anything I ever got before.
Total game-changer, Justin. You freed up A TON of my time.
"This entire process was incredibly clarifying."
"Going through the adjectives with you and narrowing down the specific descriptors was revelatory. It forced me to define my voice and my brand in ways I hadn't had to do.
If I ever needed or wanted to hire a copywriter, I could hand them this and they'd be fine."
FAQs
Why do I need to apply?
This call lays the groundwork for your brand voice moving forward — and for most people, it's enough. However some established brands and teams may need further documentation.
And, while the service is still a fit, you may need a more robust deliverable.
We can easily add that if necessary. (Most solo entrepreneurs won't need it. I just don't want to surprise you with it if you do.)
Conversely, some folks just need an hour to work on a page. For them, a Voice Finder Session might be overkill.
The application is just to be sure you're getting exactly what you need without paying for anything extra.
What's included in my session?
The core session includes a thorough writer-friendly (and AI-ready) description of your newly defined voice, a framework of the core beats each piece of your content should hit, a transcript and video recording of the call, and a PDF of your essential voice components... All personalized and catered to your exact results.
Everything is built to your call, your results, your business, and your goals — with no generic archetypes.
This is enough for most small and personal brands.
If you have a team and more guidance would be helpful, I can create a supporting voice guide so the new voice scale across writers and platforms.
Voice guide upgrades include more technical details and are entirely optional. You can add them before or after our call. Most personal brands and small businesses don't need one. Some mid-size teams do. They're highly recommended for large and corporate brands.
For help deciding which version is best for you, email me here
What if I write/don't write my own copy?
Works either way!
If you write your own copy, you'll have a much deeper sense of how to approach the blank page. Ideas will flow and understanding your perspective on this level will make a gigantic difference.
Even if you use AI, you'll be significantly more connected with the words.
If you use copywriters or outsource your content, your writers (or robots) will have a new resource to create content with depth. They'll not only understand how to write each piece, but why it's needed. This gives it heart.
This gives it soul.
Will this session work with AI?
The short answer is: heck yes.
The longer answer is: everyone uses AI differently and for various reasons. Your voice guide will plug in nicely to whatever resource you use to dramatically improve outputs.
Clients have been getting impressive AI results after this session.
Can you build a brand voice for corporate brands?
Absolutely yes.
I've run these sessions with Tech, eComm, B2B, B2C, SaaS, agencies, and even retail brands. This process works. Most will need to upgrade to a bigger Brand Voice Guide, as the deliverables will need a stronger foundation to scale across your team.
What if I already have a brand guide?
Voice guides are different from brand guides. Rather than focus on your colors, logos, and fonts, we'll focus on you. This is about your approach and your deeper-level "stuff" that shows up in your copy.
This is a compendium that will complement your existing brand guide and pick up where they're currently failing you.
Have you worked with anyone I know?
I’ve created voice guides or held Voice Finder sessions for clients including: Amy Porterfield, Stu McLaren, Todd Herman, Matthew Kimberly, Rose Han, Ali Abdaal, Margo Aaron, Brendan Hufford, Melyssa Griffin, Oonagh Duncan, Haley Hobson, Kevin Rogers, Danny Iny, Bobby Klinck, Vincent Chan, Melanie Warner, and Ashlyn Carter.
I’ve also worked with corporate brands including AvidXchange, IHG hotels, 5-hour Energy, MD Logica, Knit Stars, The Taffy Shop, The Nonprofit Leadership Lab, Red Bull, ATFX, School Of Traditional Skills, and Pet Boss Nation.
Coaches, candy makers, day traders, diaper bag designers, higher ed, higher highs… I’ve been fortunate to help some truly great people in my career.
What happens after the call?
Make your brand speak for itself
And remind people why they came to you in the first place
“The way you see my brand is different than anything I've ever seen before.
This was absolutely incredible”
“My brand reached a point where it shouldn’t need me as much as it did.”
“With the help of Justin’s guide and defining what’s me versus the brand, I now have more white space to actually be a visionary and think of more ideas.
This was a key moment in the development and empowerment of the team. It not only clarified how we communicate, but it inspired everyone to be more impactful — because they now have instructions on how to do it.
I’m finally back to full trust in my people and the message sounding right.”
“This process definitely helped me find the clarity I needed for my brand voice!
I’m excited to use this to consistently show up this way instead of trying to write in a way I *think* my audience would like.
Thank you!”
“When we were working on one of our biggest client projects and needed a true brand voice expert, we brought in Justin and it was one of the best things ever! Our situation was unique — the client was launching an all-new brand and product and needed a voice to define that brand.
The collaborative “voice clinic” that Justin organized for our client was interactive, engaging and immensely insightful. Each exercise built upon the other and then, Justin whipped it all up into a voice guide that brought their brand to life.
Seeing Justin at work is an exceptional experience and the results are just as mind-blowing. The brand voice guide he created for our client’s brand-new business was spot on and so helpful for us. It was a guide we referred to all the time as worked on the launch and it helped immensely with the entire launch and copywriting process.“
"Understanding the nuance of your brand voice and being super clear on that is THE thing that allows you to be able to delegate some (or even all) of your writing and content creation."
"This process helped me really crystallize what was "me" and what was my brand, and even helped me figure out which PART of my brand voice I needed to lean into or emphasize for future content.
Even though I felt pretty confident I knew my brand voice going into the session, there were SO many tiny nuances that I'd never thought of — and there was SO much gold that came out of those tiny parts and pieces.”
“I’ve written and studied copywriting for more than 10 years but despite all that experience, this session was next level.
This opened me up to things I hadn’t even thought of. New ways of seeing writing and voice and all that. I have no doubt it’s gonna take everything I do to a whole new place. I feel like I’ve now got an endless supply of ideas as well as crystal clear clarity on the direction of the voice. What the voice is, what it’s meant to do, and most importantly, how to actually do it.
Part theory, part therapy, part practical.
I’m so fired up with ideas… and now I can’t wait to write.
Anyone who writes stuff for a living NEEDS this… especially if they want an edge on their competition. Amazing session.”
Your brand already has a voice.
But is it the one you meant to build?
Apply for your session now and we'll tame this beast together. No prep needed.
