How do you ensure consistency in tone and style across multiple rounds of edits in a copywriting project?

A simple Brand and Messaging Framework (they're different things) will help. Short, working documents. Not long fluffy ones. Pinned to the wall, not filed. Dogeared, not pristine. The Brand Framework is a simple reminder of why you do it, who for, and the change you're focussed on making. Your opinions. Your point of view. The essence of your brand. That'll be really short. The things you're most famous for within your category. 'Could be one word. Messaging Framework? Things you say. Subcategorised maybe. Probably no more than a dozen phrases, notions or ideas. This will achieve a lot if done/used well. Content. Tone. Clarity. Consistency. Mychael.

Creativity is key. Tap into it to tell a story in many different ways with the same tone. Usually, once you've gotten to the stage where there's a bunch of edits, you have a pretty clear vision of what's working. Keep going with that but also go back and throw in something totally new to replace what's not working. Don't get too stuck on the previous version.

Naturally style guides, messaging frameworks, etc. all have an important role to play. They give you the basic structure that you can always fall back on when it comes to multiple rounds of edits, especially when the're are coming from multiple contributors. The key thing to remember is who is the target audience, and how will the edits resonate with them. No point having fluffy management speak when talking to enginners, or going too far into technical detail if you have a broad audienece. Additionally, remember the purpose - what are you trying to achieve. The rest will come naturally.

When it comes to tone consistency - developing a brand character can't be beaten. All too often writers are given lists of dos and don'ts. Words to use and words not to use. As writers, we want to be able to use them all. So develop a personality for your brand. Write it in the first person. Build it around the values that your brand holds dear, your motivations and key characteristics and the ways in which you deal with people and situations. A brand character gives direction. I enables writers to 'method write' your brand without imposing meaningless restrictions. With a clear personality to aim for when creating content, it removes subjectivity. And most importantly, it humanises your brand - making it more engaging and easier to choose.

Edit in layers, much like a chef layers flavors. 1. Start with broad revisions to address structural issues and major changes. 2. In subsequent rounds, focus on finer details like word choice and sentence flow. This method helps maintain the harmony of your piece and avoids hasty, inconsistent changes.

As the great Dan Kennedy advises: Edit separately for clarity, style, readability, structure, word choice, sentence flow, etc. whatever is the goal of your copy. It's not possible to look at your copy through multiple lenses at the same time. Also, the stakes can be high if say thousands of TG eyeballs will read your copy. So it's better to take the time to edit through multiple layers as necessary. Writing always gets better with editing so rushing this nuanced step can reduce the quality of the copy.

Think of editing like peeling an onion. Instead of trying to fix everything at once, tackle your edits in layers. First, focus on the big picture—does the overall message and tone match the style guide? Next, look at each paragraph and make sure it flows well. Finally, zoom in on the sentences and words, checking for consistency in language and tone. By peeling back each layer one at a time, you ensure that the core of your writing remains consistent and strong, no matter how many edits you go through.

Implement multiple layers of editing, including initial drafts, peer reviews, and final revisions. Each layer should focus on maintaining tone and style consistency.

Es necesario en primer lugar saber el mensaje que se quiere transmitir y el leguaje que se desea usar, siempre que se tenga una claridad en estos aspectos se conseguirá un enfoque sobre los aspectos en los que es necesario profundizar y en los que no. De otra forma, sólo se conseguirá tener textos superficiales sin contenido representativo para el lector que más allá de comunicar, terminarán desinformando.

?? Collaborative Tools = Clear Communication. ?? Tracking Changes = No Missed Edits. ?? Transparent Process = Unified Vision. Use tools to keep everyone on the same page. ??

Using collaborative tools is like having a magic notebook that everyone can write in at the same time. Tools like Google Docs or Microsoft Teams allow multiple people to work on the same document, making it easier to keep track of changes and comments. When my team and I use these tools, we can leave notes for each other, suggest edits, and see real-time updates. It’s like having a virtual meeting room where everyone’s ideas can come together smoothly, ensuring the tone and style stay consistent throughout the project.

One effective way to think about editing is to compare it to pruning. Just as a good gardener shapes the tree with each snip, bringing its unique beauty into focus, a good editor cuts away anything and everything that doesn't strengthen tone, style, and voice.

Implementing regular feedback loops where team members review the copy at various stages, ensure alignment with the style guide. Each review should focus on consistency, allowing you to catch deviations early. Additionally, maintaining a version history helps track changes and identify when and where inconsistencies arose. This systematic approach keeps the tone and style cohesive throughout the entire copywriting project.

Think of feedback loops as a game of catch. You throw your work out there, your team catches it, and then they toss it back with their suggestions. I make sure to have regular check-ins with my team or clients to get their thoughts on the copy. This back-and-forth helps catch any changes in tone or style early on. It’s like fine-tuning an instrument, making sure every note fits perfectly into the melody we’re creating together.

?? Revision History = Breadcrumb Trail. ?? Track Changes = Understand Edits. ?? Clear History = Fix Issues Easily. Keep a record to understand and fix edits. ??

Revision history is like a time machine for your document. Tools like Google Docs have a feature that lets you see all the changes made to your document over time. I use this to track edits and make sure the tone and style remain consistent. If something starts to drift away from the original style, I can easily go back and see where it changed. It’s a great way to keep everything on track and ensure the final copy sounds just right.

Re-read your copy out loud. Parts of your copy that don't feel consistent, will sound awkward or different. That's my best tip.

In my experience you need a number of different factors to coalesce in order to achieve a consistent "tone of voice" across a large document: you need real teamwork, with people being prepared to compromise for the greater good; you need a unity of purpose, so that everyone knows what the team is striving to achieve; you need a coherent process (boring but true) which lays out consistent style guides which everyone can refer back to; you need decent tools which aid collaboration; and ultimately you need ONE PERSON to be the final arbiter, to make final judgement calls, to make the final read and edit of the entire document to ensure a genuinely consistent tone of voice. And that final edit MUST be final so trust is critical...

I think the voice of the brand is like the voice of a person. If you change your message all the time, you will never be credible. If your voice is steady and your speech is honest and from the heart, you will surely stand out from the rest. With a brand, it's the same.

Here are a few tips for maintaining a consistent voice: 1) Yes, you need to know the voice and tone you're aiming for. What's more important? Matching your voice and tone to the audience you're seeking to influence. 2) Whether you're pulling guidelines from established documentation or creating them from scratch, include them in the content brief. Plus, paste them at the top of the draft so anyone who reviews the writing at any stage understands the voice and tone you're aiming for. 3) Keeping your voice and tone consistent is a combination of the words you use and how the words sound. Not sure how you're coming across? The best way is to find a quiet room (not so hard in today's remote-work age!) and read your writing aloud.

Hot take: Limit feedback or "cooks in the kitchen" as much as possible! If too many contributors add their take/ideas to the written piece, it no longer has a single personality. Which makes your writing feel incongruent, as if it were written from multiple humans... which it has. That doesn't mean you shouldn't make minor tweaks, or major tweaks if necessary. It DOES mean you should be comfortable taking some tonality risks.