Bedside Manner for Brands is a topic I love – because when you’re copywriting, you always need to take tone into account, but our brand voice guides rarely give us the guidance we need to get our tone just right as we traverse the customer journey. This presentation outlines a framework that will help you infer the likely mood and needs of your customer at any point in the customer journey, allowing you to test and develop the correct tone. Because getting your tone right leads to a better experience, and in turn, brand loyalty.