Stop letting writers get your voice wrong
A comprehensive, writer-ready brand voice guide that documents exactly how your content should sound — so every writer, team member, and AI tool nails your voice on the first try
Warning: Brand Ventriloquist® Voice Guides may cause writers to mirror your style in minutes without you having to edit their work for hours. Please raise your expectations accordingly.
Hand any writer your guide and watch them ace your copy.
Perfect Content — easy peasy.
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A Brand Ventriloquist® Voice Guide is a step-by-step manual for how to write like your brand on every platform — formatting and all — complete with examples, templates, and reference links.
Social, web copy, email, video scripts, blogs, ads... your guide covers how your voice shifts across every format. Because "casual and friendly" on Instagram is very different from "casual and friendly" in a sales page.
Your voice guide will document your difference.
(It'll also give you way better definitions than "casual and friendly.")
Without it, your writers (real or robotic) are talented people trying to hit a target they can't see.
And nobody knows what's "right."
"Justin's voice guide and process is world-class."
"I have a very difficult voice to write for, and our last three writers we've hired have all nailed their first drafts of content, copy, and ads. What was a typically frustrating, costly, and time-wasting experience is no more. Projects now come in on time and under budget.
The voice guide is the ultimate leverage point when you no longer want to touch all content."
Todd Herman — Author "The Alter Ego Effect" | Entrepreneur
Your voice is measurable — even if it's "unique"
Heck, especially if it's unique!
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Every voice, no matter how quick, quirky, quintessential, or quiet comes down to three measurable elements.
Nail these and everything else is gravy.
The Brand Voice Framework:
W
Words
Your vocabulary, industry terms, signature phrases, and dialog — and just as importantly, the words you'd never use.
This is your lexicon.
T
Tone
Are you witty? Warm? Direct? Snarky? Probably a combination. We define the exact mix and how it shifts across different contexts.
Tone is how people conveyed emotion before emojis
F
Frequency
Write short and choppy? Or long, flowy, wordy-bird sentences that draw you in with their ever-flowing and never-ending length?
This is your cadence — and it's more distinctive than most people realize.
This guide is everything your writers need to make you sound like you.
(Yet you likely never knew existed)
And I make it simple to use.
Your final document is a living, growing Google Doc — easy to update, easy to share, and built to evolve without paying designers every time you want to make an update.
And it plugs perfectly into AI.
Here's what your guide will cover:
Your Voice Analysis
A deep proprietary breakdown of your exact writing style — words, tone, and frequency mapped out with precision.
Your Brand Overview
Mission, vision, values, audience, products, and personality — the foundation your writers need before they write a single word.
Your Content Templates
Custom frameworks for your emails, landing pages, social posts, and more — so writers have a head start on every format.
Your Style Rules & Nuances
The subtle details that make you, you — formatting preferences, grammar choices, punctuation habits, and the small decisions that most guides skip.
Your Copy Submission & Review Process
Clear instructions for how drafts should be formatted, named, delivered, and reviewed — so your team has a clear approval workflow without bottlenecks.
Real Examples & Comparisons
Before-and-after samples of on-brand vs. off-brand content, plus side-by-side examples with reference links — so writers can see the rules in action.
Need to separate the founder's voice from your brand or product lines?
We can do that too.
Ask me about setting clear delineations between your company and its builder's personality. (Especially if the voice is yours. Founder burnout is a very real thing.)
Your guide can map every voice in your ecosystem so they each know their role.
Everything is totally custom.
Higher tiers include brand comparisons, scoring rubrics, writer training programs, and custom video walkthroughs.
“For years we struggled to nail Ali’s tone of voice across our copy.
Each platform needs a slightly different voice, and it was really hard to develop a system that allowed us to write in Ali’s exact style for both longform and shortform content.
Justin's voice guide was an excellent solution for us. It gave us a much better understanding of what actually makes Ali's voice unique, and gave us clarity on the true purpose of our writing.
Now we have a resource we can share with our freelancers and copywriters, so everyone is on the same page about what makes a great piece of writing for Ali Abdaal.
It's already made a huge difference to our approach to ghostwriting within the company."
The Ali Abdaal Team — Productivity Expert + YouTuber, NY Times Bestselling Author
"But Justin! Nobody can sound like me!"
Good. That means you have something worth documenting
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The more distinctive your voice, the more you need a guide — because that's exactly what makes it hard for writers to replicate.
Your quirks, your rhythm, your perspective... Those aren't obstacles, they're your style.
But even if your voice is "unique," it's measurable. It can be researched, analyzed, and repeated. With the right system, a good writer can sound like anyone. Even you.
And if your brand doesn't have a distinctive voice yet?
We'll build one that's unmistakable.
Because isn't that the point?
"I’ve got a pretty unique style with lots of quirky words and “Stu-isms. So it’s hard to replicate and maintain a consistent feel across all our communications if I’m not the one doing it.
And that right there was the problem.
I was a bottleneck and our communication was getting a little skewiffy. Not anymore, thanks to this!
Justin absolutely nailed the voice guide.
I was amazed at how he pulled out all the little nuances that I wasn’t even aware were part of my voice.
This guide has now become an incredible resource for our entire team, and makes it a lot easier to maintain a consistent voice across everything we send out.
Stu McLaren — Membership Expert + Podcast Host | Membership.io
I'm Justin Blackman — the guy who keeps your writers on brand
I've written for more than 549 people and brands across nearly every category you can imagine.
Personal, corporate, eComm, SaaS, finance, health and everything in between.
My system for measuring and documenting voice goes deeper than any other writer is willing to go. And because of this...
I find the little things that make the difference.
Not just your words — but your style, your formatting, your angle, your rhythm, your punctuation, and your entire brand identity. All the things hiding between, beneath, and behind your words.
Even your emojis and GIFs (and how you pronounce that last thing.)
This is the deep stuff that most agencies skip entirely or cover with a line like "write bold."
Bold isn't a voice. It's a font.
(OK, technically a typeface.)
I make you sound like a better you.
And it's suuuuper nerdy.
"Justin is 'The Guy.'
If you have a voice, he'll make it better, more definitive. And as importantly, he can do what he did for me — which is separate my voice, which is well-known, from what will be our brand voice.
Because we've always had this problem of, should things always be from me? Or can we also have a voice of Copy Chief and Kevin can have his own voice?
And that's what Justin came in and created for us. Really incredible stuff."
Kevin Rogers — Founder | Copy Chief
For founders, new brands, evolving businesses & enterprise teams in any industry.
This process works for any industry because:
Your guide is built specifically for you. No AI templates. No generic frameworks...
It's your brand, measured and documented.
Choose the guide that's write right for you
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Brand Voice Starter Kit
Best for newer brands and small teams. Includes a Voice Finder Session, plus a content and style guide so you can put your voice into action immediately.
Voice Finder Session: A live 1:1 session to uncover your voice
Brand personality: Defining your core values and culture
Your voice type: A detailed analysis of how you sound in each channel
Brand pillars: Cornerstone elements across all your teams
Your audience: Who you're writing to and how to address them
Content examples: Samples of work to emulate
Products & courses: A guide to your work and offers
Customer support guidance: Examples and tone for client care
Lexicon: The unique language of your brand
Style choices: The subtle nuances that make you you
Light voice analysis: A general proprietary breakdown of your exact writing style
Starting at $4000
Voice Guide (Standard)
Best for growing brands and established businesses. Offers in-depth analysis, templates & platform-specific guidance for employees, freelancers, and agencies.
Voice Finder Session (optional): If your voice isn't already defined
Brand personality: Defining your core values and culture
Your voice type: A detailed analysis of how you sound in each channel
Brand pillars: Cornerstone elements across all your teams
Your audience: Who you're writing to and how to address them
Content examples: Samples of work to emulate
Products & courses: A guide to your work and offers
Customer support guidance: Examples and tone for client care
Lexicon: The unique language of your brand
Style choices: The subtle nuances that make you you
In-Depth voice analysis: A deep proprietary breakdown of your exact writing style (upgraded from light)
Biographies: Historical facts & language to keep your brand consistent
Content templates: Custom frameworks for email, landing pages, social posts, etc.
Brand comparisons: Competitor content rewritten in your voice
Custom video walkthrough: Personalized demo of how to measure and analyze copy using your new tools
Copy submission & review process: Step-by-step instructions for how you want assets delivered
Style tips & resources: Tools to make your writers' submissions perfect
*In-person training option available
Starting at $5997
Voice Guide + Training
Best for large companies, content teams, and industry gurus with multiple writers. The whole shebang, including a 30-day on-boarding program and training for writers.
Voice Finder Session (optional): If your voice isn't already defined
Brand personality: Defining your core values and culture
Your voice type: A detailed analysis of how you sound in each channel
Brand pillars: Cornerstone elements across all your teams
Your audience: Who you're writing to and how to address them
Content examples: Samples of work to emulate
Products & courses: A guide to your work and offers
Customer support guidance: Examples and tone for client care
Lexicon: The unique language of your brand
Style choices: The subtle nuances that make you you
In-Depth voice analysis: A deep proprietary breakdown of your exact writing style (upgraded from light)
Biographies: Historical facts & language to keep your brand consistent
Content templates: Custom frameworks for email, landing pages, social posts, etc.
Brand comparisons: Competitor content rewritten in your voice
Custom video walkthrough: Personalized demo of how to measure and analyze copy using your new tools
Copy submission & review process: Step-by-step instructions for how you want assets delivered
Style tips & resources: Tools to make your writers' submissions perfect
Scoring rubrics: A checklist to measure each piece of new content against your brand & voice standards
New writer training & on-boarding program: A custom 30-day training program built specifically for your team
90-Day retainer package: Continued guidance, bi-weekly check-ins, and updates to your guide (if needed)
Voice audit of existing content: Identifies what's on-brand and what's not.
Writer feedback session: Live group walkthrough with your writing team.
Content scoring for first 3 submissions: Your first three drafts personally reviewed.
*In-person training option available
Starting at $12000
"Justin’s Voice Guide is spectacular.
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."
Amy Porterfield — Online Marketing Expert + Podcast Host
Ready to get your voice right?
Let's talk about which version makes the most sense for your brand.
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Use the button below to discuss your project and preview a guide. I'll show you examples so we can make sure you get exactly what you need without overkill.
Turnaround time is 3-5 weeks once we begin.
Not sure if you need a full guide?
Just ask!
You can email me here. Or...
If you think this might be overkill and just want guidance...
Check out a Voice Finder Session. In two hours, we'll define your voice with immediate clarity. Voice Finder Sessions are the core voice foundation without the extra documentation.
(Best for new or evolving brands and entrepreneurs.)
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Already had a Voice Finder Session?
Your guide builds on that foundation. Email me and we'll pick up where we left off.
FAQs
Are these the same as a brand guides?
Can I see a sample guide?
Can you help me evolve or create a new brand voice from scratch?
Do I need a voice guide?
Can I incorporate my existing brand guide into this?
Yes. I'm happy to add your existing information into your guide.
As long a it's not a major project to transfer the info, it should fall within scope.
Can you create my brand guidelines?
Maybe. Many copywriters underestimate the true depth of a great brand guide. While I understand the elements of branding, I am not a branding expert. I'm a voice expert. But...
I know several branding geniuses who may be able to help. We can dive into this during our initial call. It's possible they can create this section of the guide for you.
How do I train my writers to use this?
Your guide comes with crazy-simple instructions. The first section will outline exactly how it (and you) work, so all you need to do is pass it along.
Both the Standard and Training Packages include a personalized walk-though video.
For the Training Package, we'll develop a custom program based on your team's needs. It could be a video series, emails, retainer package, or in-person sessions.
How long does it take to create my voice guide?
Depending on the amount of content you have, most voice guides take 3-5 weeks to create. I'll be able to give you a more accurate timeline when we speak. Please note that I often have a brief wait list before starting any project.
Can you create a writing rubric for me? (Also, what's a rubric?)
Yes. A rubric is a scoring guide used to review and critique submitted copy. It allows you to measure a writer's accuracy and provide actionable feedback. Rubrics come standard in the Training Package and are available as an add-on to any service.
We can talk about this when you book your demo.
What if I don't have a lot of content yet?
Analyzing your voice only takes a few pages, posts, emails, or videos to process. The more you have, the more detailed I can get, but we can build a very solid foundation with even just a little bit of copy.
And if you're looking to develop a certain style, I can incorporate elements to steer your writers in that direction. (You want your tone to be lighter? I'll lay out specific steps to make that happen.)
Can't I just do this myself?
Yes — much in the same way you can replace the engine in a car yourself. You can do it if you follow a specialized process (like the one I've developed over the past decade), spend thousands on training courses, and thrust yourself into years of analyzing as many voices as possible.
And good luck trying to remain objective.
Even AI can't do this. (Rephrase your prompt even a little and you'll get a completely different answer. Trust me. It's getting better but it's still laughably bad at this)
Plus there's the challenge of creating an actually usable template. And even then, it probably still wouldn't be as good as mine. So why do all that when I can just knock it out for you in 28 days?
"I wasn’t sure what to expect when we hired Justin to create our new brand voice."
"...What he created is not only the perfect voice, it’s clarity on our entire vision. The direction and personality is so much more than I knew it could be and it’s going to impact our entire company.
I love the results. We’re going to use this guide for everything.”
“Justin was able to take a collection of loose threads and random ideas and turn them into a crisp, clear and extremely applicable brand voice guide that is now a key piece of content that I used to build the foundation of my business.
He was responsive, collaborative and over-delivered against my expectations. Oh, and he’s also an overall fun guy to work with!
"Justin adapted our voice for 12 different brands so we could produce more work in-house without paying extra agency fees."
Every time we run a major campaign for our hotels, the language changes for each brand. Different audiences, different tones, different styles. Justin understood the nuances between them and modified every voice to fit. Being able to keep the work in-house saved us thousands of dollars per project.
“Pretty much everyone has said my voice is a riddle, wrapped in a mystery, inside an enigma, which used to make it impossible for someone to write for me."
"Enter Justin… who managed to untangle it all and distill it into an amazeballs voice guide.
My team now has a blueprint for how to write like I talk. Not sure if that’s a good thing for humanity… but it’s damn good for my brand!”
I didn't think anyone else could capture my voice. Justin proved me wrong."
He sees what nobody else can.
"This guide has paid for itself so many times over, it isn't even funny."
"The brand voice guide Justin 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 copywriting process."
The last few hours of editing are the longest — and those are the hours you'll save
Click below now to start the process.
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