The field report
Your ads convert less, your emails land in soft spam, and your customer support uses wording that contradicts your site. Or you are launching a brand from scratch and refuse to stand out solely on price.
The cost of waiting
Without a written voice charter, every writer improvises. The tone shifts depending on who holds the keyboard, and Meta and Google start penalising ads whose promise no longer holds once the visitor lands on your site. What it really costs you is a quality scorethe rating Google gives your ads that erodes and a CACthe cost to acquire a new customer climbing month after month.
In black and white
A voice charter applicable everywhere: register, expressions to avoid, accepted references, ad / site / email / support examples. A per-audience phrasing library. A frame your teams open before writing, not after you reject the draft.
The manoeuvre
We start with a 12-month voice audit (ads, site, emails, posts, support tickets), before setting a single rule. Mapping of drifts, a 3-hour workshop with your team, validation with your executive committee. Notion delivery + Figmathe interface design tool example library, ready to brief a writing AI (Claude APIthe Anthropic AI model) downstream.
The lock that breaks
Ad → landing coherence that lifts the ad quality scorethe rating Google gives your ads. AI writing briefed correctly that produces at volume without drifting. A brand standing out on something other than price.
