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Consistency in copywriting: it might sound boring but here's why it counts 25 September 2025

I’ll never forget the day a client of mine called me in a panic. He had just discovered something that made his blood pressure rise: his salespeople were sending emails that were completely out of sync with the company’s current marketing messaging. We got it sorted in the end but it was an important reminder about the value of consistency in copywriting.

Now, I know consistency is not the most exciting concept, yet it’s an essential part of creating a powerful copywriting tone of voice. That’s not to say you don’t need to adapt that tone for different markets and channels, of course. But sticking to a specific style makes your business more memorable and impactful.

Still not convinced? Here are five reasons why consistency counts in copywriting:

1. Stay top of mind

Mixed messages nix familiarity. In other words, conflicting content can actively put people off your brand. Sure, create different types of content for different audiences and channels. But don’t lose your brand and your voice in the process. Commit to consistency in your messaging and your copywriting style. That way, you’ll be easier to find when your potential clients are looking for the best answer to their particular problem.

2. Be more magnetic

Marketers often say that an essential part of a great relationship with clients and prospects is – yes, you guessed it – staying consistent. Creating and maintaining a recognisable tone of voice establishes and builds trust in copywriting. Those people have bought into your business because they clicked with your style. Why undermine that magical connection by lurching from one approach to another? Building your own consistent style, piece by piece, will help ensure people are not only more likely to remember you, but also to trust you.

3. Define yourself

Building long-term relationships through content takes time. Creating great first and second impressions with it shouldn’t. Staying focused on the defined standard for your tone of voice establishes your company’s individuality right from the start. Here’s another thought about staying distinctive – don’t mistake any old tone of voice for the right tone of voice. A key copywriting step is to define your tone from the start, refine it carefully, then ensure you maintain it continually. If you’re clear on what you stand for, others will be too.

4. Stand up for your story

Straying from your carefully developed tone of voice risks neglecting your company’s story. What does your business believe in and stand for? You know those aspects better than anyone else. So why rely on content that overlooks the things that make you exciting to your prospects? Stories are powerful – in copywriting and beyond. Be sure to use yours.

5. Start a conversation

Creating and keeping to your own unique tone of voice allows you to stay interesting – in the right way. Develop something special enough and you’ll start to become known not just for what you say, but how you say it. And that can be the start of something beautiful: a conversation between you and the people you can help. Learn more about the impact of a consistently sarcastic tone of voice in my article, How to win by changing up your copywriting tone of voice.

Consistency in copywriting: not so boring after all

Copywriting is really an exercise in balancing novelty and consistency. You need to create a sense of order in your messaging but match that with elements of surprise (as I wrote in my very first blog post, here!) and pattern interrupt. The secret is when knowing exactly when to apply those elements. And working from a core tone of voice and plan – while making sure everyone else in your company does too. That way your content will be a marketing powerhouse rather than a cause for panic.

Want more from your own copywriting tone of voice? Let me know.