The Art of Online Business Want More Clients? Fix Your Words First Featuring Justin Blackman
Jun 30, 2025
In this chat with Justin Blackman, a brand voice expert known for crafting the unique styles of notable entrepreneurs, listeners dive into how effective copywriting can transform ad performance. Justin emphasizes the necessity of writing with authenticity, suggesting that clear communication can actually lower lead generation costs. He introduces the idea of 'broetry' for captivating marketing and discusses how defining your brand voice is crucial to resonate with the right audience. Plus, he reveals why including prices in ads can boost conversions.
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How Justin Splits His Business
- Justin runs Brand Voice Academy to teach copywriters to mimic any client voice.
- He also offers done-for-you services at justinblackman.com to create voice guides for brands.
Pick The Exact Emotional Shade
- Use a Founder Feelings Wheel to pick the exact emotional shade you want to convey.
- Get granular about tone (e.g., marigold vs. canary) instead of vague labels like "friendly."
Big Names Need Consistent Voice
- Prominent founders hire brand voice experts because their public voice must remain consistent across many writers.
- Small deviations in tone can create authenticity doubts among a large audience.