'The one-stop sunset shop' is a banger. But yes, it needs a whole vibe.

This is true. Paddy had already collected all the cigarette butts he could carry.

There's a new Tone Knob #toneofvoice Substack out now! It's a voice that might just have permanently raised the standard of writing for the whole world. All while being *invisible*. open.substack.com/pub/toneofvoic…

Mel is *exceedingly wise* and you should *do wot she says!* 🙌🔥👍

When you want to send a 'reassuring note' to customers, but the only person free to write it is your lawyer. VanMoof 🤯

The label for M&S mustard was 100% written by a dog that forgot to play it cool half way through.

There's a new Tone Knob. Can you create a brand with just three words? open.substack.com/pub/toneofvoic…

As well as being wise, this is a terrific bit of writing 🔥

Mascara names are so dramatic 🤣

Cold email. Two paras in and I still have literally no idea what Kentico do. Maybe I'm not their customer? But my business *does* use several digital platforms. WHAT THE HECK IS 'HYBRID HEADLESS'?!

I am *so* sorry about the delay to the recent Tone Knob #toneofvoice missive. I spent the summer at The Rochambeau Club and rather lost track of time. toneofvoice.substack.com/p/the-rochambe…

🔥🙌👍👇

From my interview with The Subtext (More words - and words by cindygallop.eth Amy Charlotte Kean and Tone Knob newsletter - in here: thesubtext.online/all/vikki-ross…) #CopywritersUnite

A new Tone Knob #toneofvoice newsletter out today. A confident distinctive voice full of gherkins, fettuccine and fun: Tesco Mobile. toneofvoice.substack.com/p/tesco-mobile

A new Tone Knob #toneofvoice newsletter. We're looking at StrangeLove, the excellent Aussie fancy drinks brand. They're from Byron Bay. And they're ambivalent about it. toneofvoice.substack.com/p/strangelove

This is a cracking brand, and a lovely breakdown from Nick.

'Our line-up isn’t just about taste, it’s a narrative in a glass' 👀 Pro-tip: this isn't how storytelling works. We want to see *ourselves*, not be forced to play some weird beer Top Trumps. Even if you're an ACTUAL STOCKBROKER you're not gonna ask for a bottle of stockbroker...

Puccinos still got it

There's a new Tone Knob #toneofvoice today. It's all about an interiors company that writes about light switches kinda like they're writing... erotic fiction. 🔥💗😍 toneofvoice.substack.com/p/dowsing-and-…