As marketers, copywriters, and all-round-brand-folk, we live and breathe tone of voice. Our clients’ branding guidelines form always-at-hand bibles for tonal color and intensity (and if clients don’t have any, we ask them to fill out a very specific questionnaire). We seek vocal branding resources: from blogs like this to books like this.

MarketSmiths intern Caroline Hug takes a look at how one of the world’s biggest stars commands attention by sharing her humanity—and how marketing copywriters can connect with readers by doing the same.  
Before the release of Bradley Cooper’s A Star is Born in 2016, Lady Gaga’s net worth amounted to $225 million.

Guest writer Jacqueline Groskaufmanis offers some insight on the rising role of influencers in modern marketing, and how copywriters can partner with them to generate shares and sales.
With the emergence of quasi-celebrity social media personalities known as “influencers,” companies have increasingly turned towards influencer-driven grassroots marketing techniques.

Less tends to be more in copywriting. In this post, guest writer William Lewis explores what we marketers can learn from the novelist of famously few words, Ernest Hemingway.
We’ve all read copy like this: “If you want to know about great batteries, look no further.