Google AdsWhat the sheet must contain
- Who the brand talks to, in one sentence, and what that person should feel after reading.
- Three to five voice traits, each with a short explanation and one line of copy that shows it.
- Words and phrases the client uses, and words it never uses, with the reason for each.
- The claims that need proof before they appear in copy, such as results, prices, warranties and comparisons.
Write the traits as choices
- Write each trait as a choice between two things, such as plain over clever or direct over playful. Adjectives alone, such as warm or bold, mean different things to different writers.
- Add a line on when a trait should bend, such as a product recall or a seasonal sale, so the rule is not applied where it does not fit.
Show good and bad copy side by side
- For each trait, keep one line that passes and one that fails, taken from the client's real copy where possible, with a few words on why the failing line fails.
Made-up scenario: the trait is plain speech. The passing line is 'Ships in two days from our warehouse.' The failing line is 'Lightning-fast delivery you will love.' The first states a fact. The second states a feeling and no fact.
Keep the sheet in use
- Give the sheet to every person and tool that writes for the account, including the AI assistant, and keep the current version in the account folder.
- Review the sheet when the offer, the audience or the legal terms change, and date each version. Ask the client to sign off each version, since that sign-off settles copy disagreements.
What to write in the client report
- The sheet version in use for the period, and any change to it, with the date and who approved it.
- The share of copy in the period that went through a voice check. If the check was not logged, say the share is not measured.
