Brand voice
A voice guide from your best writing, then Ink sticks to it.
Wrote the product page copy
Light edit by Dan
4 Nov 2026
Rewrite product heroes so each helper is named first, then the skill.
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Before the homepage hero: who's it for, and what are they worried about before they call you?
Homeowners scared of cowboy builders.
Headline: 'Building work done properly. First time.' Sub: fixed quotes, a named lead, photos every day. Three variants below, and why each one works.
The first one is closest.
Good. Now let's make it true. What proof can you actually show? ✓
You ask for copy and get the same polished nothing everyone else gets. You can tell it isn't right, but not why.
Words that sound smart don't sell. Words that sound like your customer do.
A voice guide from your best writing, then Ink sticks to it.
Problem-agitate-solve, before-after-bridge, AIDA, chosen for the job.
Web pages, emails, ads, scripts, product descriptions and sales pages.
Scores a draft for clarity, specificity and proof, then rewrites it.
Concepts and briefs for designers, photographers and video.
Three angles for every headline, so you can test instead of guess.
Write in the customer's language, make one clear promise, back it with proof, and ask for one action.
Ink will tell you when copy is weak, including yours.
Drafts scored: 4
Rewritten: 2
Claims without proof: 1
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