I hate you.

There, I said it.

And right now, you can’t be 100% sure if I’m joking or being a complete jerk.

That’s the problem with the written word in isolation.

Context isn’t always clear.

It’s why – especially in copywriting – establishing a tone of voice people can quickly recognize and relate to is a big deal.

My tone of voice, as you know, is friendly, a little tongue-in-cheek, and, often, a bit weird. So I can open a piece saying “I hate you,” and you won’t immediately dismiss me.

If people connect with your tone of voice, it means you’re able to develop trust, buy more time with a reader, and, ultimately, better persuade folks to do what you’d like them to do.

The good news is, as well as being co-founders of creative agency Sonder & Tell, Emily Ames and Kate Hamilton happen to be pretty down with tone of voice and how it works.

They help big brands figure out theirs.

And they help them do it in a pretty damn effective way.

To hear how I recommend you treat yourself to some ‘me time’ listening to the latest episode of the All Good Copy podcast.

Go on, you’ll like it…

You can subscribe and listen on iTunes here.

Or have a listen right here too…

By the way, I don’t hate you…

I love you.

But you know that already, you cheeky thing.


Emily Ames and Kate Hamilton are co-founders of the creative agency Sonder & Tell. Their work has already seen them attract high-profile clients such as Cath Kidston, and their curation of Comfort Zones for Jigsaw saw them bring together some of the best female authors writing today. You can find out more about Emily and Kate on the Sonder & Tell website here.

Glenn Fisher is an author, copywriter, podcaster, and speaker. His first book, The Art of the Click is an Amazon bestseller and was shortlisted for the Business Book Awards 2019. It’s published by Harriman House and available now on Amazon here.

You can buy the Comfort Zones book from Jigsaw here.

How to Do Nothing by Jenny Odell is available on Amazon here.

Building a Story Brand by Donald Miller is available on Amazon here.

A Cook’s Tour by Anthony Bourdain is available on Amazon here.

Email me your biggest worry around writing here.

Catch up on the All Good Copy podcast here.


Glenn Fisher is an author, copywriter, podcaster and speaker. After a number of years working in the local council, he left to become a copywriter and founded AllGoodCopy.com, a free online resource for direct response copywriters and marketers. For over a decade he worked with The Agora, a multi-million pound international financial publisher before leaving in 2018 to write freelance. His first book, The Art of the Click, has quickly become an Amazon bestseller and was shortlisted for the Business Book Awards. He is the host of the popular All Good Copy Podcast and regularly writes and consults for numerous businesses, brands and ad agencies. He lives happily with his partner Ruth and dog Pablo on the east coast of England.

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