Sure, a fine-tuned tone of voice is great.

I've overhauled a few in my time and it makes a real difference. Not just to how you treat and engage your audience, guide new customers through an online journey, or entice existing ones back again. But to how your brand thinks on the inside.

How your customer service team respond to trolling tweets. How Geoff from finance writes his out of office when he goes lake swimming for a long weekend. How an invite to a summer party sounds absolutely banging, rather than corporate fun with two free bottles of Becks. Great copy here brings people closer to what your brand's all about. Fact.

But what do your brand's words say? Do they simply describe a product? Do they just tell people about a cause or your latest campaign? Do they finish at the end of a nice newsletter? Could they do more?

Great copy makes buying a product a no-brainer, then gets someone so excited about how they'll use it, their friends will be customers within the week. Great copy gives your cause unavoidable purpose and screams "let's do this" from the top of your heart. Great campaign copy brings a story to your strategy, inviting people to share in the journey and respond with their own. And great copy in a newsletter begins a conversation so compelling, the customer has no choice but to tap 'I'm in'.

I'm a customer. Or, if I'm not yet one of yours, I probably could be. And when the shoe's on that foot, it's not just where brands reach me that makes me take note, it's what they say and how they say it when they have my split-second attention.

So that's how I write. Or roll, using a Biro.

Getting stuck in to your brand, leading talented copy teams, evolving the tone and delivering cracking creative to brief and on deadline.