Join the brand voice workshop all the copywriters are talking about

Master Writing Voice At The Highest Level With 1:1 Guidance And Small Group Coaching

Brand Voice Visionary Logo 600x338

here Copywriters Become True Brand Voice Experts

This live 8-week workshop is the deepest brand voice & voice guide training available — complete with custom support, additional templates, and personalized mentorship as we create your new offer and build your first voice guide together 




*Formerly Codex Academy

A Live, Small-Group Training For Copywriters & Copy Chiefs Looking To Create & Sell Brand Voice Offers

…And Become The Go-To Voice Expert In Their Niche

This 8-week workshop gives you unparalleled access to everything voice, including all our other workshops and resources you won’t find anywhere else (like Justin and Abbey’s private stash of brand guides and personal templates). 

You’ll graduate with everything you need to create the perfect brand voice and next-level voice guides worth several thousand dollars.

 Voice & Voice Guide Certification With More Support Than You Can Possibly Imagine

No two students are identical so we’ll customize the program to fit your needs, your style, your brand, and your goals.

Custom Paths & Guidance

We’ll personalize your 1:1 calls to create guides and processes that work with your business. You’ll leave with new frameworks and offers that fit into whatever stage of business you’re in.

Brand Voice Expert Certification

You’ll have access to every workshop in Brand Voice Academy, plus private calls, office hours, an exclusive BVV alumni group, 1:1 support, and certification upon completion.

Build A Voice Guide Together

We’ll create your first voice guide together to ensure you absolutely nail it. You’ll have extreme confidence that you’re charging appropriately, acing it, and (over) delivering as promised. 

“Justin is an incredibly devoted teacher of voice. His generosity is out of this world “

Katie Pannell


Designed To Get You A Fast ROI

You can be right back in the black with just one project — plus, this is a process you can sell again and again. We’ll help you package, pitch, price, and sell your first offer, then repeat the process with confidence so it pays for itself with every client.

In less than five months, I’ve sold THREE brand voice guides at rates I’m happy with. The way they teach how to position them has made selling it a no-brainer. And the best part is… I finally have an offer that’s not deeply tiring, so my workload has balanced out. Plus, Justin is so generous with his time, process, and knowledge. Highly recommend!

Kaleena Stroud


Get Paid To Learn Your Clients’ Voice

This process shows you how to document, codify, and scale any client’s writing style so you can create better copy and package your research as a product you can sell… with one-on-one support and all the guidance you could ever ask for.

I sold my first super short voice guide (a 5-pager) to a client for $3,200. I documented their voice as I went through the program and sold it to them with the one simple question Justin taught us to ask. The whole thing took 5 hours and it changed their entire content process.

They couldn’t thank me enough!”

Ivan Srsen

Content & Copywriter

Create Your Own Voice Frameworks

We’ll customize every lesson so you can design your own offers, build your own IP, and generate new frameworks that put your own brand stamp on a voice process that is 100% unique. 

It doesn’t matter whether you’re planning on doing an actual voice guide or not, the things you’ll learn here will make all your writing so much better…”

Because when the feedback is “this isn’t working” you’ll know exactly the way to approach solving this problem. That or you’ll fire them like I did this one time but they were kind of a jerk too.

Bryan Grover


Land Clients On The Next Level

You’ll have a process that positions you for higher-tier clients. Mastering voice isn’t just about creating a new deliverable… it’s about adding systems that bigger clients desperately need… and you’ll deliver it perfectly.   

“Justin’s voice guide and process is world-class.”

I have a very difficult voice to write for, and our last three writers we’ve hired have all nailed their first drafts of content, copy, and ads. What was a typically frustrating, costly, and time-wasting experience is no more. Projects now come in on time and under budget.

The voice guide is the ultimate leverage point when you no longer want to touch all content.”

Todd Herman

Author "The Alter Ego Effect | Entrepreneur

Fall In Love With Writing Again

Brand Voice Visionary is about the love of the craft. The unignorable theme among graduates is how this program rekindled their obsession for copywriting and brought new excitement to their work. Voice goes so much deeper than conversion and persuasion — and this approach adds a nuanced level of expertise that few writers will ever achieve. Brand voice will be a passion that comes across in the way you speak, the way you write, and the way you lead. It reignites you.

I’m blown away by how much Brand Voice Visionary has improved my writing — and reinvigorated my love of the process. The curiosity of it all and how it works together is so on-point, and my clients are loving it! Some days, I still can’t believe I’m getting paid to do this. 

This is the proverabial ‘Where have you been all my life?!

Jenn Prochaska

Message Strategist + Copywriter

Build A New Brand Voice From Scratch

In this BVV Exclusive, you’ll learn our interactive technique for creating a new voice for start-ups and rebrands — a service you can duplicate, offer on your own, and add to any client looking to define their voice — corporate or personal. 

It’s so cool to see you formulate this process and watch you “in the lab.” Truly incredible. This is easily a $10,000 service. Minimum.”

“You’re the only person I’ve seen who can teach this so clearly at such a high level.”

Kevin Rogers

Founder of Copy Chief

Brand Voice Visionary Changes Your Future 

Make clients feel seen, create new valuable services, and uncover every secret to overcoming clients’ number one objection when hiring new copywriters.


Brand Voice Visionary truly provided the missing piece in my copywriting arsenal.

Learning the 9 Voice Types from Justin gave me the edge to close much higher projects faster and deliver projects with a much more refined style. If you want to close high 4- and 5-figure projects without breaking a sweat, and you’ve already taken all the copy courses on the market, give yourself the gift of mastering brand voice inside BVV. Your clients (and your bank account) will thank you.

Jackie Sunga

Brand Voice & Sales Copywriter

Calls Begin April 23, 2024

We’ll have one 90-minute presentation each week, plus two sets of office hours you can attend. Everything will be recorded and you can submit questions ahead of time if you can’t make a call. Additionally, you’ll have private 1:1 sessions with Justin and/or Gill to work on your specific projects — ensuring you get every ounce of support you need. 

Presentation Call Schedule:

  • Tuesdays @ 2pm Eastern

Office Hours Schedule:

  • Mondays @ 7pm Eastern
  • Fridays @ 11am Eastern

Over 8 Weeks, You’ll Master Voice (without overwhelming your schedule)

Here’s what’s included:

    • Immerse your brain in 12+ hours of hands-on voice brand voice coaching: Cold plunge into live calls, presentations, demos, valuable links, resources, slides, examples, and Q&As, complete with replays to relive all the voicety goodness
    • Master voice analysis with triple wisdom: Benefit from 5+ engaging group calls that unveil the (slightly different) techniques of Justin, Gill, and Abbey. You’ll see how we each dissect and decode voices to extract the magic essence of every brand.
    • Private coaching & personal guidance to leapfrog any obstacles: Schedule your 3+ private 1:1 calls with Justin to smash challenges in the mouth and personalize the heck outta every step.
    • Step into the Expert’s Den: Slide into our private group where you’ll share ideas, tips, and insights and forge connections with past and current Visionaries. Zero judgement, tons of answers.
    • Pinch Justin’s Brand Ventriloquist® Voice Guide: A BVV exclusive! In addition to the other guides and templates, you’ll snag the exact version Justin uses with high-profile clients. (Not available anywhere else)
    • Voice variety unleashed: Gain access to a treasure trove of 301+ ultra-specific tone words to define your client’s precise voice – then select the exact ones to guide every writer.
    • Hidden bag o’ swipes revealed: Poke around in our ungoogleable bag of brand voice goodies, packed with links to non-obvious examples, unusual tools, secret resources, and multiple style guides you can use to customize your concoction.
    • Pitch and positioning scripts with A’s to all the client Q’s: Tap into our exact words for pitching and overcoming potential client worries. We’ll help you navigate tricky situations and open doors to the deals thou seeketh.
    • Guiding guidance and ongoing support: Avoid overwhelm and “OMGWTF?“ moments with the support of monthly office hours and continual access to the private group even after this round ends. When questions pop up, we’ll help you.
    • Sharper feedback, better results: Grab our list of essential questions that supercharge client feedback. You’ll navigate projects from start to winner-winner-cheesesteak-dinner, without vaugey grossness like “I dunno, it’s just off.”
    • Roll on with real-world examples: Peek and sneak through multiple Codex Persona voice guides across various industries to adapt and deploy at will.
    • Fine-tune copy reviews with objective scoring: Take subjectivity out of writing feedback with our Scoring Rubrics. Use these tools to fast-track copy reviews (both content and sales pages) and hone your critical eye as a copy chief.
    • No rushing through, no rushing out: Take your time with 6 months to schedule your personalized 1:1 calls (just in case life gets lifey). Plus, you’ll have lifetime access to the team, course, and community for answers whenever you need it.
    • Arm your voice crafting arsenal: Stack your bookmarks bar with The Voice Toolkit, a software suite that ensures every angle of your voice is consistent, on-brand, and fantastumous.
    • Proposals that spark joy: Double-tap our proven proposals and happy conversation scripts that easily price and sell your snappy new offers
    • Build a new brand voice from scratch: Go Full Expert with our New Brand Voice Builder Kit. Grow your clients’ loose ideas into full-fledged vibrant voices that absolutely nail the founder’s vision. #GameChanger

Plus everything in Voice Guide Creator & Write Like Anyone!!!

    • The 3 Elements of Voice and how, like a DJ, adjusting the levels produces a completely different sound 
    • 9 Voice Types and video examples so you see each in action
    • Your clients’ “Kernel Content” and how this critical element of their body of work is almost always overlooked — I’ll show you what it is and how to find it
    • The one book all journalists use and how it shapes voice
    • How to use Artificial Intelligence to analyze writing and help clients understand their own content
    • 6 key sections of The Codex Persona Voice Guide and how to develop and customize them
    • 2 worksheets you can swipe and deploy instantly to get (and track) better feedback
    • How to package and pitch a voice guide no matter your role (we cover how to sell it if you’re an in-house writer, as an add-on service to a bigger project, and as a standalone offer)
    • Why traditional pricing models don’t work for voice guides and what to do instead
    • How to provide maximum value and warrant maximum prices and overdeliver on excellence (I’ll break down an actual $20,000 Codex Proposal and even let you steal it)

...With live monthly office hours and guest presentations by Angie Colee, Daniel Throssell, Chris West, and Abbey Woodcock


Add a Voice Discovery Session to define YOUR voice and create an even more powerful service*

By going through this private, guided, voice finding process with Justin, you’ll have an even more powerful understanding of how transformative this service can be. In addition to learning it, you’ll experience it — and have an advanced understanding of how to navigate each session and manage client nuances… giving you a truly unique advantage over copywriters in your field.

*upgrade available at check-out

B Grover testimonial

Learn From The Top Voices In Voice

Brand Voice Visionary is presented by Justin Blackman with the support of Abbey Woodcock, two of the copywriting world’s most trusted voice experts. Together, they’ve worked with industry leaders such as Amy Porterfield, Ramit Sethi, Jeff Walker, Stu McLaren, Ashlyn Carter, Todd Herman, Oonagh Duncan, Agora Financial, IHG Hotels, Kajabi, Red Bull, Bobby Klinck, Danny Iny, Mastin Kipp, and even Frank Oz (the voice of Ms. Piggy and Yoda).

New for 2024! We’ve added master editor and brand voice standout, Gill Hill! Gillian’s expertise in storytelling, archetypes, messaging, style guides, and bringing voice to life through editing will help you write even brighter, tighter, and more on-brand for all your client projects. 

Justin Blackman

Justin Blackman

Goes Deeper On Brand Voice Than Anyone Ever Should

Abbey Woodcock

Abbey Woodcock

The O.G. Of Writing Voice Analysis

Gillian Hill

Gill Hill

The Copywriter’s Editor & Messaging Strategist

…Plus a few surprise guests along the way

A few clients we’ve worked with…

Ramit Sethi

Ramit Sethi

Amy Porterfield

Amy Porterfield

Jeff Walker

Jeff Walker

Stu McLaren

Stu McLaren

Hayley Hobson

Hayley Hobson

“Brand Voice Visionary really opened my eyes to those little intricacies of voice that most writers don’t see.

I have gone through the course three times already and I’m still learning.”

Nicole Kolesar

Saas Copywriter & Content Strategist

“One of the best programs I’ve ever taken!!”

Brenna McGowan

Launch Strategist & Copywriter

Justin is my voice-Yoda.

As a personal brand copywriter, I’d found plenty of mentors for conversion copy – but there was one piece missing in my skillset that always evaded me: VOICE.

When I found Justin, sing the angels did. I mentored under him to study voice and learn about his sought-after Brand Ventriloquist voice guides. The confidence I found in defining my own voice and having a process to define my clients’ voices helped me grow my business at force speed.

I’ve closed $350K+ in revenue over the past 12 months because I’m one of very few copywriters who understand personal brand voice.”

Julie Cabezas

Copywriter to the (online) stars

Brand Voice Visionary Is An 8-Week Mentorship In Everything Voice… Plus Support For Six Months

We’ll take you under our wing and show you everything we know about voice. You’ll see what happens behind the curtain of copy teams, hear what’s working for other BVV students and alumni, and get personal instruction on how to incorporate brand voice services into your existing offers.

No two students are identical and we’ll customize the program to fit your needs, your style, your brand, and your goals.

BVV includes one-on-one guidance from Justin and guest experts where you can ask us anything and we’ll help you close your first deal and deliver your first project… so you truly stand out from the copywriter competition.

Consider it a 6-month Apprenticeship with complete support for anything you need. 



Upon completion of BVV and your calls, you’ll receive a special Brand Voice Academy Expert Certification Badge to showcase your authority on your site.

You’ll also join our private short list for job leads, project referrals, recommendations, and partnerships.

While we can’t guarantee additional work, BVV grads are the only people we recommend for jobs. 


Brand Voice Visionary

Take Your Voice Mastery (And Revenue Per Project) To The Next Level

Join Brand Voice Visionary Today!

Now includes Write Like Anyone & Voice Guide Creator!

Brand Voice Visionary


Presentation Call Schedule:

  • Tuesdays @ 2pm Eastern

Office Hours Schedule:

  • Mondays @ 7pm Eastern
  • Fridays @ 11am Eastern



"This process transformed the way I measure and analyse voice."

Now I have a rare skill that sets me apart from 99% of marketers — and directly impacts the amount I can charge for every project… Learning from Justin was one of the smartest decisions I’ve ever made.”

-Brandon Burton

"Brand Voice Visionary immediately positions you as an expert."

One of the biggest objections clients have about working with copywriters is the fear that the writer won’t capture their voice. Or they’re worried everything will be written as “Hey, Girl Wassupp?!”. Telling clients I am a certified voice expert and that I have a process to capture their voice INSTANTLY tackles that objection. It’s a great add-on to copywriting packages. Clients are delighted to see what voice type they are, and it instantly positions you as an expert and they trust you even more. Great ROI with this course

-Kim Kiel

"I've written brand voice guides before and they were solid, but taking Brand Voice Visionary helped me take them to an entirely new level"

I now feel confident that I can break down someone else’s voice in a way that someone else can replicate it. That’s a HUGE value for a certain kind of client and it’s a really specialized service I’m excited to promote more. It complements my website copy services perfectly”

-Erika Holmes


"Confidence, no question."

I love talking about the “why” behind words, both internally at my agency and with clients. The more understanding they have, the easier it is to sell in different approaches.

Adding voice to the mix, it’s one more way for us to prove our worth.

-Matt Cascarino

"I just sold my first brand voice guide!!!"

The sales call I had before your “Ask Me Anything” just emailed with a “let’s go!” I’m sooo excited and appreciative of your time and energy for us. Brand Voice Visionary is changing the course of my business and I’m so thankful to have learned from  you.”

-Sandra Kaye

"Justin's a brilliant teacher.

I learned so much, not only about voice but also how to guide clients through the process. And I’ve seen how much comfort clients get from following a proven process.

If you’re a copywriter looking to deepen your skillset, you can’t go wrong.”

Sara Tiefenbrun

"I just bagged a retainer client in the eCommerce / health and performance space...

because I nailed their quirky TOV!”

-Isabel Järnström

"Our rates definitely went up."

And having this new way of thinking about it makes it easier to pitch to clients.

-Jonas Gagnon

"Justin is basically Brand Voice Jesus with short hair"

-Grace Fortune

Maybe you’re wondering…

What's the difference between Voice Guide Creator and Brand Voice Visionary?

Brand Voice Visionary is a live, done-with-you version of Voice Guide Creator. We’ll go deeper into brand nuances, break down more examples, review additional brand voice guides, and we’ll build out your first guide together.

I can even help you close your first sale.

Brand Voice Visionary also includes certification after you finish the course and your calls.  

Does this include your other workshops?

Yes! Brand Voice Visionary Live includes Voice Guide Creator and Write Like Anyone… plus a few other surprise goodies.

When does Brand Voice Visionary Live run?

Brand Voice Visionary Live runs every April and October. 

Doors open the month prior and there are 20 seats available. (All previous sessions have sold out.)

Call times and office hours are voted on by the group to accomodate as many time zones as possible.

Is this the same as Codex Academy?


Same workshop, new name. 

…Plus a lil’ extra 😉

Is this different from your Copyhackers presentation, Master Of Brand Voice?


While there is some overlap, Brand Voice Visionary Live goes much deeper on techniques and execution, and it includes voice guide creation.

Will this help also me write for corporate brands?

Yes! While the process was originally conceived for personal brands, the frameworks and tools easily apply across every type of business.

It absolutely works for both corporate and personal brands. 

How long is the workshop?

There are 8 weeks of live presentation calls ranging from 60-90 minutes each week. We’ll also have optional office hours (60 minutes) where you can submit questions or attend live. 

Replays are available shortly after each call.

How are the lessons presented?

Brand Voice Visionary Live is presented live via Zoom.

Voice Guide Creator is pre-recorded videos split into binge-sized bites, complete with captions. Downloads and links are below each section.

Office Hours are live on Zoom and recordings are uploaded to your dashboard shortly after each call.

Is additional support available?

Yes! You’ll have live access to Justin during Office Hours and your 1:1 calls where you can ask questions about your specific projects and get any support you need.

Can’t make the call? Submit your questions ahead of time. You’ll have access to all the replays.

If you have additional questions, please email

The first kick-off call I had after BVV was one of the highlights of my career. 

The client said it’s the best call they’ve *ever* had with a writer and recognize how much I now bring to the table.

Thank you SO SO SO MUCH for putting together such an incredible program!

This sh*t works!

Grace Baldwin

Copywriter for PMMs, Enterprise B2B & SaaS

I’ve been a superfan of Justin for years — not only is THE voice king, but his teaching method is next to none.

Everything is broken down so well & I love how he weaves theory and application. Since doing BVV, I feel like I don’t “wing it” anymore when it comes voice and tone — I also feel so much more confident when presenting voice to my clients (i.e. I can rationalise WHY I’m doing certain things.)”

Nikita Morell

Copywriter & Messaging Strategist for Architects

“Enrolling in Brand Voice Visionary was an 11/10 decision.

Being able to pull voice into my discovery call conversations, and speak about the levers that control it and why that matters for my clients — and to do all this with *confidence* — has upped the quality of my calls and the service I’m able to provide by… well, a LOT.”

Meg Kendall

Messaging Strategist & Copywriter For Climate Tech

I definitely have more confidence when it comes to knowledge about brand voice…

Which gives me the confidence to say, and believe, that I can help clients with brand voice whether it be a brand voice guide/audit or in my copywriting skills.”

Ashley Smith


“Learning how to create brand voice guides made me feel like I developed a superpower!

In a world obsessed with copy and paste AI prompts, it is easier to stand out from the copycats by learning how to master brand voice. AI tools may be faster but BVV helped me create authentic voice guides that last longer.

Justin’s love for brand voice and his students are unmatchable. He showed up weekly to every class with enthusiasm to teach and made sure all questions were answered. Phenomenal program, teacher (Justin is the best!), and experience. Thank you, Justin!”

Mike Vargas