Brand voice documentation & custom AI copybot for challenger brands
No more em dashes. No more generic slop.
Get AI copy that sounds like your brand.
Nothing ruins your day faster than spending two hours wrestling with AI just to get some half-decent copy. If you've already got a brand voice, we can turn it into a proper language system that makes sure AI writes like you every time. (With proper .md documents and AI trained on every quirk of your brand, not just a prompt with a few tone words dropped in.)
You know how Claude can learn your design language now? This is like that, but for your brand's copy.
You've got brand guidelines telling your team exactly how to use your logo, your colours, your typefaces. But for copy? Most brands have a few tone words and a gut feeling.
But we've spent the last decade obsessing over what separates OK copy from copy that sounds like a brand. It's not just the words, it's the rhythm, the things you don't say, the tiny decisions that make a voice unmistakable…
And while AI is pretty good at writing, it's no bueno at writing in your voice. That's because it was trained by tech bros, not brand copywriters. So we learned how to take that decade-and-a-bit of brand voice work and turn it into something AI can actually use to write like you, not its best guess at what you sound like.
You know in Armageddon when they send Ben Affleck and Bruce Willis to space rather than astronauts training to drill oil? It's a bit like that, just with less Aerosmith.
UNDERSTAND YOUR VOICE
We start by properly getting to know your brand voice. The things that make it work, the nuances, the instincts that are gut feelings rather than rules... Then we turn all of that into a proper language system that AI can actually use to write like you.
BUILD YOUR VOICE BIBLE
Think of this document like a 50-plus-page instructional manual on how to write for your brand, from big picture stuff all the way down to the granular nuances of sentence structure and punctuation. That way, anyone can write on-brand copy for your brand. (AI or human.)
SETUP YOUR COPYBOT
AI takes a prompt and gives back copy. Real-life copywriters kick around ideas, give you concepts, ask follow up questions... That's why we build and train your copybot to act and think about your briefs like we would, so instead of wrestling with prompts, you're collaborating with a copywriter that knows your brand inside out.
TRAINING & CHECK-IN
At the end, we'll walk you and your team through the copybot before we hand it over, so everyone knows how to get the best out of it from day one. Then four weeks later, we'll check back in. (Because despite us roadtesting your copybot for hours, there's always going to be a few wrinkles that need a little tweak.)
years
Not to brag, but we've been using AI as part of our process since Jasper launched in 2021.
voices
We've helped over 50 brands figure out, dial in and then document their brand voice over the last 10 years or so.
sessions
We've run 100+ workshops on messaging and voice for everyone from pinch us now brands to scrappy scale-ups.
brands
Have used our brand voice principles or resources to develop their own shit hot voices.
Most copybots are glorified vending machines. Yours will think like a copywriter that's obsessed with your brand.
You didn't have "become a part-time prompt engineer" on your vision board. But to get AI to give you decent copy, that's what life has become.
And, let's be honest, prompting sucks. It's not how our brains work. It's not how creativity works. And it's just a massive drain.
That's why we train your copybot not just to write on-brand copy, but to act like an on-call copywriter. It will ask the right questions, it'll kick ideas around, it'll suggest different ideas before it writes...
And best of all, you can say "we need a subject line" and it'll ask you everything it needs to know to do the job properly. It won't just churn out shite.
TLDR: It's probably as close as you can get to having us write every word for you without, you know, having us write every word for you.
(We'll set it up in Claude, ChatGPT or whatever you're using. We won't force you into using new tools.)
"An absolute game-changer…
transformational for us as a brand."
Want to see what properly trained AI copy actually looks like?
Drop us a message and we'll get back within 24 working hours. Tell us about your brand and where you're at with AI copy right now.
We'll show you the brand voice docs we create, the copybots themselves, and how a brief that gets average copy from a generic prompt gets something completely different from a trained copybot. Then if it feels right, we'll talk about teaming up.
Prefer email? Hit us up at hello@dowordsgood.com.
Trusted by brands like...
Got it — we'll be in touch.
We'll have a read and come back to you with some thoughts. Usually within a day or two.
Get to know the copywriters that'll be training your AI
We're the people sending each other copy screenshots at 11pm. Who have entire Slack threads dedicated to stuff to add to our swipe file. Joe even texted Jack some copy he saw at 2am from a Glastonbury field.
So when we train your copybot, we're not just teaching it rules and formulas. We're teaching it the instincts we've spent a decade-and-a-bit developing — knowing the difference between copy that's fine and copy that makes you say "oh shit, that's good".
JACK
BARCLAY
Older brother. Obsessed with brand voice. Has genuinely rewritten a headline 103 times before we sent it over.
When I'm not at my desk: pretending I'm Carmy from The Bear, searching for wild mushrooms with the kids, or working on the home renovation with an AF brewski in hand.
JOE
KARAALI-BARCLAY
Younger brother. Former solo marketer for an ecomm brand. Feels like the walls are closing in if he doesn't have a process and a system.
When I'm not at my desk: updating my Strava, puppy training, trekking out to craft breweries, or rewatching Mad Men under the banner of "professional development".
FAQs
What's the difference between Voice & AI Setup and Voice Development & AI Setup?
It's basically the same service. It just comes down to whether your brand voice already exists in a way you're happy with.
Voice & AI Setup is for brands that already have a voice, even if it's just "vibes in a copywriter's head". We'll work with you to document and train your AI to write copy that sounds exactly like that.
Voice Development & AI Setup is for brands where something's off. Maybe your copy's been inconsistent for a while, or you've grown and the voice hasn't kept up, or it just never really sounded like you. We do the strategic brand voice work first to help you work out what your brand actually stands for and how it should sound. Then we document it and build your copybot.
We've already got a brand voice document. Can you still help?
Oh yeah, 100%. In fact, that makes our job even easier.
The big issue with most brand voice documents is they're written for humans, not AI. They say things like "we're warm but professional" which is great for humans who have lifetimes of context, but is super ambiguous to a language model.
We'll take what you've got, stress-test it, fill in the gaps, and rewrite it in a way that AI is going to understand. Then we'll build your copybot around it.
Which AI tools do you build the copybot in?
Pretty much whatever your team already uses. We're not going to make you switch tools or sign up for something new.
We work in ChatGPT, Claude, Gemini, whichever. If you're already set up in one of those, we'll build your copybot right there. If you're not sure which one to use, we'll probably suggest Claude — but we'll work with you to make that decision.
How long does the whole thing take?
For Voice & AI Setup, we're typically done in about two weeks. Three weeks, absolute max.
For Voice Development & AI Setup, it's usually three to four weeks. That extra time is dedicated to the deeper thinking and positioning work at the start.
Either way, there's no lengthy briefing process or waiting around for documents to go back and forth. We've done this enough that we can get stuck in and get the first version of everything almost good enough to sign off.
Will our whole team be able to use it, or just the people who are already good at prompting?
This is the thing we love the most about this. The whole point is that anyone on your team can use it to get copy. Prompting goes out of the window.
We build the copybot so that it feels like working with real copywriters. It'll ask questions, suggest ideas, follow up if it doesn't know stuff... so you can just say "we need a social media caption" and it'll take it from there. No 300-word prompt required.
Plus, at the end of the project, we run a training session with your team so everyone knows how to get the best out of it.
Do you use AI to write our brand voice document?
Kinda. We do the thinking ourselves. We work with you on the brand stuff and the strategic stuff. Then the brand voice documentation for your team is written by us based on that discovery session, your existing copy, your customer language and a lot of careful thinking.
However, we use AI for a few things during this process — parsing voice of customer research, analysing trends, and testing. But the actual voice documentation is human-written, every time.
What happens at the four-week check-in?
By the time we check back in, your team will have been using the copybot for a month. We'll have real examples to look at.
We'll review what's working, look at anything that's still sounding off, and update the documentation and copybot accordingly. It's only ever tweaks — but we want to make sure it's working perfectly. Think of it as a fine-tune once it's bedded in, rather than a sign-off and goodbye.
We've tried giving AI our brand guidelines before and it didn't really work. How is this different?
Yeah, this is the most common thing we hear. And it makes sense because most brand guidelines aren't written with AI in mind.
Pasting a PDF into ChatGPT is a start. But it hits a couple of snags — the documentation is written for people, not AI, and brand voice documents tend to focus on style, not substance. So you end up with copy that uses the right words but feels wrong.
What we do is different. We write documentation specifically designed to work as AI instructions, covering the things language models actually respond to. Then we build and test the copybot properly before handing it over.
Can we pay by card or split the invoice?
Oh yeah, 100%. We know cashflow isn't always straightforward.
We accept corporate cards (including Amex), and if you'd rather split the payment over a couple of instalments, just shout. No fees or interest or anything like that. Whatever works for you.
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