(Just kidding. I’m Justin Blackman.)
Analyzing your writing voice is super nerdy, but I like it
I like it the way Ross likes Rachel. Or Kanye likes Kanye. Or my mom likes stealing Sweet ‘N Low from restaurants.
I like it, like it
And here’s how it all began…
Some of the best advice I ever received was, “first go wide, then go deep.”
Sexual innuendos aside, that’s how I started in voice.
See… I originally wanted to get really good at messaging. I wanted to create Big Ideas and have the power to craft perfect headlines on command.
So, I created The Headline Project, where I wrote 100 headlines, e’ry day, for 100 days, just for fun. (You can see all 10,211 lines right here.)
Mind you, I did all this while working full-time at a company where I wrote emails and landing pages for 14 different hotel brands, all with their own voice, and an audience of 7,000,000 people.
‘Twas a bit much…
Then I wrote for 329 different people in less than two years. Sometimes writing for six people in a single day.
(If you’re spotting a pattern of me going overboard, well done! You caught it faster than I did.)
I was so head-down in the work that I never realized what it was doing to my brain.
And as I bounced between all those different writing styles:
- Woo woo
…I inadvertently created a process to analyze, interpret, and mimic any voice. All while adding in conversion, personality, comedy, and copywriting techniques I’ve been studying for decades.
That meant I could take proven formulas, add in the right personality, and create content to sound like anyone.
I accidentally-on-purpose got REALLY good at voice.
And The Brand Ventriloquist® was born.
Now I help writers, entrepreneurs, businesses, and people like you analyze, document, and create the perfect writing style.
…Even if your voice is unique.
Brands I’ve worked with:
Without a voice guide, you’re working harder than you have to
And there are inconsistencies with your on-boarding, your training, and probably even your style.
It means your brand voice took a back seat. And that may be OK for a while, but as you grow, so grows the problem of not defining how you sound.
The good news is, my research process takes almost no effort on your part—and you get to keep your guide forever & ever, amen.
“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.“
Can I really capture you voice?
Being able to throw my writing voice to sound like anyone isn’t a “touchy-feely” thing.
I’m not using The Force to understand your soul, your passion, or your meaning.
I use science, tools, and my demented brain to analyze the patterns in your styles.
- I use scales to interpret the levels of your words
- I use robots to pinpoint the tones your copy
- I use Jedi mind tricks graphs to plot the cadence and frequencies in your style
Words, Tones, and Frequency.
WTF is your voice.
That’s how I sound like you.
Well… that and because I’ve gone ridonkulously deep on the subject.
I continually practice, research, and teach voice—which means I can translate the data for you and create boundaries to keep your content on brand, no matter who writes it.
(See… I told you it was nerdy.)
About Justin Blackman
Justin Blackman is a copywriter-turned-voice-expert who’s created brand voice guides for industry experts like Amy Porterfield, Stu McLaren, and Danny Iny, plus dozens of businesses you’ve never heard of.
People say he’s older than he looks, smarter than he pretends, and almost as funny as he thinks—but he needs to lose ten pounds.
All these are true.
He’s a displaced Jersey Boy living near Atlanta, which means his kids have wonky accents and intermittently flop between y’all and you’s guys.
Justin is relatively tall, reads too much Dr. Seuss, Shel Silverstein, and Roald Dahl (ask about his tattoos), and watches too much stand-up.
Aside from right now, he almost never writes in third person.
You should totes hire him.
“I may or may not have shed a tear when I read our new About page.
The brand voice and copy Justin created for us reads wonderfully and it’s nothing I expected but everything I wanted. Seriously, it’s fantastic.”