Can small companies and startups use creative agencies?

Yes, with care. Some agencies are very creative at billing, but struggle to deliver great creative work. We’re small and independent like you, so merge creativity with efficiency and value for money. We believe creativity is for every brand, so feel free to get in touch for a chat.

what value do i get from a copywriter?

5 ways a copywriter adds value:

1. Strategic thinking beyond the words: They understand customer psychology, market positioning, and how different audiences process information. They know when to be direct versus when to build intrigue, how to overcome specific objections, and which emotional triggers drive decisions in your category.

2. Objectivity about your own brand: It’s common to become too close to your product to see it through fresh eyes. A copywriter spots the benefits you may take for granted, identifies the jargon that confuses customers, and finds the unique angle that makes you stand out from competitors.

3. ROI that's measurable: The difference between mediocre and exceptional copy can mean much better conversion rates. Whether it's email open rates, ad click-throughs, or website conversions, professional copy pays for itself quickly.

4. Consistency across all touchpoints: Your brand voice needs to work whether someone encounters you on LinkedIn, your website, an ad, or customer service. A copywriter creates that seamless experience that builds trust and recognition.

5. Putting strategy into action: A skilled copywriter doesn't just write words — they translate your business strategy into customer action.

are you a full service agency?

No, we stick to our strengths. That’s copywriting, tone of voice development and creative campaign development. We’re strategic thinkers by nature and through experience, but we don’t offer planning or strategy as a service. We produce finished copy, guidelines and idea presentations, but not finished artwork or film. We also don’t offer media placement services. Basically, we’re about words and ideas.

Do you only work for UK BRANDS?

No, our work travels well. As long as you have a brand, startup, company or charity — and a problem to solve — we can write and develop solutions for you.

can’t i use AI instead of a copywriter?

We love AI. For a writer, it’s like a thesaurus on steroids. But, like a thesaurus, it’s still only a tool. AI will absolutely write you a bunch of stuff in seconds. It’s only as good as your inputs and prompts though, and you’ll have to edit the outputs. Then, if multiple people are writing for your brand, how will the prompts change? What about consistency? An experienced copywriter is a close guardian of your brand. They start with a foundation - your tone of voice - and write consistently in that voice to build trust and familiarity. Writers constantly look for fresher, better, more timely and relevant ways to express things. They’re serious, emotive, funny or informative when they need to be. They’re reactive to what happens today, but also think long-term. Writers are better. Hire a writer.

WHY ARE THERE SO MANY average ADS AROUND?

Lots of reasons. Safety is probably the main reason. Making work that feels familiar is less ‘risky’. Too many cooks - you can see when an ad has been done by committee. Lack of creative ambition - a lot of times the work is deemed good enough if it just ‘works’ rather than if it wows.

It’s not easy to get right, but when you work with Tonecraft, we’ll never settle for ‘it works’.

why do i need a tone of voice?

5 reasons why a tone of voice is important:

1. Differentiation: A unique voice helps a brand stand out in a crowded market. Look what it did for Compare the Market, Oatly and Innocent Drinks.

2. Consistency: Brands communicate everywhere — websites, emails, social posts, packaging, signage, ads. A consistent ToV ensures that whether someone sees a tweet, reads a brochure, or opens an email, they “hear” the same brand personality.

3. Trust, credibility, relatability: People are more likely to buy from brands that feel human, reliable and relatable. A steady, authentic voice that speaks with relevance signals stability.

4. Emotional connection: Words set the mood — reassuring, playful, authoritative, inspiring. A well-chosen ToV helps brands connect on an emotional level, turning one-time buyers into loyal advocates.

5. Internal alignment: A ToV guide is not just for marketing; it helps everyone from sales to customer service know how to speak. This means fewer mixed messages and stronger brand cohesion. It builds confidence in writing, meaning less stress, less revisions and sharper comms.

Can anyone write copy?

Everyone has a keyboard. But writing different kinds of copy to different audiences in different media takes skill, craft, nuance, and creative know-how. There’s much more to copywriting than the words. Hire a copywriter.

which is the best copywriting agency in the world?

That’s a tough one, but in our humble opinion it has to be Tonecraft. Get in touch to test the theory.