Want to make people listen? Then don't pretend to be something you're not. In fact, forcing an inappropriate tone of voice just makes you look false. So make sure the voice you use is based on a truth about what you do, or who you are.

Take the folks at Bulldog. We came across their grooming goodies while shopping for The Word Department bathroom cupboard. And we liked their packaging because it didn't use posturing footballers or back-slapping, pearly-white-toothed father/son grins. Boldly taking on a whole new area of male grooming with products that don't contain nasty things like parabens or articial this, that and the other, they're standing out with a voice that speaks to blokes the same way blokes speak themselves. And that's it.

Simple idea. But they're always the ones that work. Good dog.