The process, disclosed

“Is it still authentic if an agency writes it?”

No question you could put to an agency like ours is fairer. We don't answer it with a reassurance. We answer it with the process itself: five steps, one worked example, and five questions to take into your next vendor call.

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Nine pages, set for A4Straight to your inbox

“How would anyone pull off sounding like me? That can't actually work, can it?”
The doubt we hear in most first calls, almost word for word

The guide

A process, not a reassurance

A post that sounds like the person who signed it isn't a matter of talent. It comes from a process with five steps, and every one of them can be checked.

  1. The voice interview It starts with a conversation about your decisions, not a topic brief. Questions produce a position; a brief only produces material.
  2. The voice profile The conversation becomes a document, not a feeling: sentence shape, recurring phrases, banned words, positions.
  3. The draft The first draft comes back to you with a question, not a request for applause: what's still off here?
  4. The correction Every correction becomes a rule, and the rules add up. The second draft needs fewer, the fifth almost none.
  5. The approval Nothing goes out without your last word. Nothing takes the place of what doesn't.

The guide runs all five steps through one worked example, from the interview to the approval. The example is marked as constructed on purpose: the managing director in it doesn't exist. The process is the one we actually use.

Before the process, the guide names what no process can take off your hands: the limit of what you can delegate.

One of the five questions

Question 4 of 5

Who has the last word?

There's one right answer, and it's a single word: you. Every qualifier, whether “as a rule” or “by arrangement,” moves the veto somewhere it doesn't belong.

The other four questions are in the guide. Together they test any vendor who writes for decision-makers, and we wrote them to be measured by them ourselves.

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The limit

What can't be delegated

Before the guide discloses the process, it draws a line: four things no vendor can take off your hands, however good the process. The case for each belongs on the pages of the guide. Here are just the four entries.

The opinion

No one can think it for you.

The experience

It can be distilled, not invented.

The approval

Your last word doesn't travel.

The learning curve

It begins and ends with you.

The veto isn't a courtesy from the vendor. It's the product.
From step five of the guide
1 Bn+ Annual reach managed
55M+ Combined followers across our mandates
15+ Years in marketing, 8 of them in personal branding

The full guide

The guide, in your inbox

Nine pages, set for A4: the process through one worked example, the limit of what you can delegate, and all five questions for your next vendor call.

Enter your work email. The guide goes straight to your inbox. Confirm the short email we send, and the PDF is yours.