Playbooks are structured guides for solving real communication problems — tone of voice, messaging, brand voice, and more. Each one teaches a single framework you can use immediately.
Identify and remove the default phrases that make your writing interchangeable with everyone else's.
Read →Your natural voice already exists in your unedited writing — you just need to look at it.
Read →If you wouldn't say it to someone across a table, it's not human enough.
Read →Lead with what changes for the user, not what the product does.
Read →Define three voice dimensions. Every piece of writing is a point on the triangle.
Read →Learn the patterns AI uses, search for each one, and replace every instance.
Read →Alternate surprising ideas with specific details. Surprise creates attention; specificity creates retention.
Read →Identify and remove the default phrases that make your writing interchangeable with everyone else's.
Read →Your natural voice already exists in your unedited writing — you just need to look at it.
Read →Replace adjectives with rules, and rules with examples people can actually follow.
Read →If you wouldn't say it to someone across a table, it's not human enough.
Read →Every hedge you remove strengthens your point. Confidence is specificity plus commitment.
Read →Lead with what changes for the user, not what the product does.
Read →Start from what the reader already knows. Build one bridge at a time.
Read →The gap between thinking and writing is a precision problem, not a vocabulary problem.
Read →One core message, three supporting points, proof for each. Everything draws from this.
Read →Read your writing as a stranger would. If the reading differs from your intent, the words are wrong.
Read →Define three voice dimensions. Every piece of writing is a point on the triangle.
Read →Your founder voice has three elements: how you think, how you talk, and what you avoid.
Read →One word per concept. No synonyms for key terms. Document it and enforce it.
Read →Learn the patterns AI uses, search for each one, and replace every instance.
Read →Three passes: remove AI patterns, add specificity, inject voice. Each pass has one job.
Read →Give AI examples of your writing and a description of your patterns. Specificity in, specificity out.
Read →One post, one idea, one specific example. Don't be comprehensive — be memorable.
Read →A landing page has one job: communicate one outcome. Everything else gets removed.
Read →Describe what changes for the user. Features are evidence; the change is the message.
Read →Alternate surprising ideas with specific details. Surprise creates attention; specificity creates retention.
Read →Analyse your text with Tony and get detailed feedback on your tone of voice, clarity, and impact.
Analyse your text with Tony