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NEW FREE RESOURCE! Vibrations: Tone of Voice Tips & Toolkit

It's here! Since you're on my site, you've probably already notices the little box crop up, and hopefully you've popped in your email and received your very own copy of Vibrations: Tone of Voice Tips & Toolkit for Wellness Brands.

In this post, I'll resist the urge to reiterate everything in the guide, and instead give you an update on my life, more little bits and bobs on tone of voice (wow, I'm generous), and a hint at what's to come to this space later in the year.

Hooked on Big Magic

If you follow me on social media ( @writtenbyheatherr and @heatherr_.g) then you'll know I'm reading Elizabeth Gilbert's Big Magic: Creative Living Beyond Fear at the moment.

Honestly, I think I have a new favourite book EVER. I've highlighted almost every other line, it's so insightful and feel-good and really captures the magic of pursuing creativity.

Anyway, there's one particular quote I think applies to establishing a brand tone of voice:

Anyhow, the older I get, the less impressed I become with originality. These days, I’m far more moved by authenticity. Attempts at originality can often feel forced and precious, but authenticity has quiet resonance that never fails to stir me.’

Whether it’s in your business, craft, or life, remember authenticity trumps everything else. Yes, someone might have brought something similar to the table, but not in the way you have.

They don’t have your energy, voice, and vibe. That’s your treasure. Nailing your copy and establishing an authentic brand tone of voice is what will make your offer stand out.

What do I mean by 'wellness brands'?

I've had a few Discovery Calls this week - woop! which got me thinking about the kind of brands I love to work with.

I say wellness brands, but I keep the definition wide and varied, like a healthy diet. ‘Wellness’ can be defined as ‘the state of being in good health’. I take that to mean pursuing a healthy head, heart, body, soul, and planet.

So wellness brands, to me, means any brand selling a product or service that helps people work towards optimal health in its most holistic form.

This covers …

  • Holistic and natural health brands

  • Cruelty-free and vegan products

  • Slow and sustainable fashion

  • Mental health / self-care brands

  • Sustainable innovators

I designed Vibrations and the Conscious Copywriting Packages to meet the copy and content needs of these kind of companies, big and small.

Let's talk purpose

Much like my clients, I’m a business led by passion and purpose. To make sure Vibrations slot smoothly in, I got crystal clear on my purpose ....


I connect wellness brands with conscious consumers through gimmick-free, transparent, and fact-driven copy that converts.


Conscious consumerism on the rise, and those investing in wellness products and services are some of the most conscious consumers there are.

They’re buying with the intention of feeling good and doing good, and that takes in-depth research and a deeper understanding.

They’re also wanting to feel good about investing in feeling good. What they read should create a warm, comfortable, and cared-for feeling.


I take all the good things you do and translate it into words people warm to.

Driven by creativity, market research, and language that hits the right feelings, I craft copy attracts your ideal customer and inspires your desired action.

Everything I do starts with establishing a vibrant TOV. Before investing my packages, and even before a discovery call, Vibrations allows you to get my top tips and tricks to writing clear + conscious copy.

That's it for this week - I hope you all have a good one!

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