I read a blog post recently which argued that the concept of tone in brand voice is a ‘scam’. This is one of a few discontented rumblings I’ve heard recently about tone. I agree with a lot of the criticism, but I’m not ready to give up on tone yet. Here’s why.

1. Tone = terrible content

People try to add tone and end up with terrible content as a result. We’ve all seen them, the cutesy 404 messages and glib error messages — ‘Oops, the hamsters that power that page…

As a solo consultant, I’m drawn to anything that promises to save me time, make my life easier, or help me do a better job. This is a snapshot of my current toolkit and how I’m using the things in it.

A selection of tools on a wooden surface
Photo by Todd Quackenbush on Unsplash

Research tools


  • What does it do?: It’s a tool for gathering and analysing insights from research.
  • How do I use it?: I use Evolve for…

A colourful wall of books
Photo by Robert Anasch on Unsplash


The Uninhabitable Earth, David Wallace-Wells

A terrifying read on climate change, with a hint of optimism and a passionate call for change.

The Age of Surveillance Capitalism, Shoshana Zuboff

It was a worthwhile struggle to get through this beast of a…

Tips, tools, and templates to help you build a coronavirus help website for your community.

A signpost at the bottom of a maintain path
Photo by Jonas Verstuyft on Unsplash

Trying to create a unique, effective brand voice? This is how to do it…

Four microphones on a black background

How to write a content strategy that’s a map to guide you, not a maze to get lost in

Hot-desking and coworking are growing in popularity, but are they conducive to good work?

A desk with a notebook and pen, some books, a picture and a toolbox full of stationery.
A desk of my own.

I’ve done enough work for one year, so I’m taking the rest of December off.

The sea, taken by me on a swim this autumn.
  • designing training for Samaritans to help its volunteers deliver an innovative web chat pilot
  • carrying out a content audit for the Attenborough Centre…

Lauren Pope

User-focused content strategist helping clients who make the world better, fairer, more beautiful. Founder of La Pope content consultancy and Curio Conference.

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