Sound like someone.
Because right now, most businesses sound like anyone.
Nearly everybody now drafts with ChatGPT, Claude, Copilot or Gemini somewhere in the loop, and all four reach for the same middle. An entire market has quietly agreed to sound identical, and nobody voted for it.
smarticulate finds out whether your business has joined them, writes down how it actually sounds, and teaches both your people and your software to keep sounding like it.
Everything your business publishes sounds like your business, whoever wrote it and whatever wrote it.
smarticulate
verb
/smɑːˈtɪkjʊleɪt/
To say something worth saying, in a way only you could have said it.
"Three people had the same idea that morning. One of them smarticulated it, and that is whose name is on it."
adjective
/smɑːˈtɪkjʊlət/
Of writing: intelligent, and unmistakably somebody's.
"The proposal was perfectly smarticulate, which is why nobody asked who had written it."
Smart is not enough on its own: an insight nobody can follow does not exist yet. Articulate is not enough either, and fluency with nothing underneath it is the exact failure the last two years have industrialised at scale and at zero marginal cost. The two halves only work joined together. So is the word. It is not a real word. It is the right one.
The problem
Sounding like everybody else is expensive
Fluency used to be the hard part, and the businesses that had it stood out. That advantage is gone. It is not coming back.
What replaced it is a peculiar kind of sameness. Not bad writing exactly. Competent, tidy, unobjectionable writing that could belong to any of your competitors, because it was assembled from the same average of everything ever published.
AI is a superb instrument and a hopeless author. Give it a blank page and it returns the average of everything ever written, which is precisely what you do not want.
It rarely arrives as a complaint. Nobody writes in to say your site reads like the other four they opened this morning. It shows up as three costs instead.
You get compared on price. When a buyer cannot tell two suppliers apart on anything else, they fall back on the number.
Trust arrives slower. People buy from businesses that sound like they are run by somebody. Anonymous competence reads as a front, and a front has to be checked.
Everything needs your personal rewrite. This is the one that hurts. Five people write for the business and produce five voices, the tools they use produce a sixth, and the only quality control is you reading all of it. That is a bottleneck with your name on it, and it gets worse every time somebody discovers a faster way to produce a draft.
All three costs have the same cause and the same fix: the rules exist, they are just not written down anywhere. Write them down and the price comparison, the slow trust and the rewriting queue go with them.
Is this you, this month?
Five moments when it stops being theoretical
Somebody new is writing for you
A marketing hire, an agency, an assistant. They do not know how you sound, so you rewrite what they produce, and you both know it is happening. Nobody enjoys that conversation and it usually goes unhad.
Something new is writing for you
The team has started drafting in ChatGPT, or Copilot arrived inside the software they already had. Output went up. Distinctiveness went down. Everybody can feel it, nobody has the words for what changed, and a problem nobody can describe is a problem nobody can fix.
Two voices have to become one
A rebrand, a merger, an acquisition, a sub-brand launching. Somebody has to decide whose habits survive, and left alone the answer is usually whoever writes fastest.
You have become the bottleneck
Everything published waits on your desk. That is a job you did not apply for, and you cannot hand it to anybody until the rules exist somewhere other than your head.
Your competitors have got louder, and you are being crowded out
They have not got better. They have got faster. The same tools are available to everybody, volume is the easiest thing to buy with them, and a competitor who published twice a month now publishes ten times. Your share of the conversation shrinks while nothing you publish has got any worse.
The obvious response is to match the volume. That is the trap. Matching volume with the same tools and no specification means producing more of the same average, and arriving in the sea you were trying to get out of, only faster and at greater expense.
Distinctiveness and volume look like a trade-off, and they are only a trade-off while the rules live in one person's head. Written down, they stop competing: the specification is what lets you publish four times as much and still sound like nobody else.
None of those is a job title, which is deliberate. What predicts this is a moment rather than a market: a writer arrives, a tool arrives, two things merge, one person runs out of evenings, or the market gets louder around you.
Step one, free
Someone, or anyone?
Every sentence you publish falls into one of two piles. Some of it could only have come from your business: a specific number, a refusal, an opinion a competitor would argue with. The rest could have been written by anybody, for anybody, and a fair amount of it now comes out of a tool that has never met you.
The test does not know or care which of those produced any given sentence, and neither does the person reading it. Most businesses are drafting with assistance now. That is not the problem. What the assistance defaults to is.
Anyone could have written this
"We deliver tailored solutions that drive real business value for our clients."
No number, no opinion, nothing a competitor would dispute.
Only one business could
"We price the job, not the hour. Hourly billing rewards slowness and punishes tidiness."
A position somebody could disagree with, in plain words.
Paste something you have published. The Anyone Test names what is generic, quotes back the sentences that are genuinely yours, and gives you one thing to fix. It never rewrites a word for you.
Nothing you paste leaves your browser. There is no server call, no account and no email address. The code runs on your own machine, so an unpublished draft is safe to put in the box.
Step two, and this is the part that matters
Where the software stops
The test will take you as far as knowing you have a problem, and one step no further. That is deliberate, and it is worth being honest about why.
Software can count. It can tell you that every sentence is the same length, that eleven phrases came out of the category phrasebook, and that your best line is buried three screens down. It cannot tell you what you believe, which of your habits are worth keeping and which are accidents, or what to say to a client who does not want to hear it.
One subject's writing was strong in the first half of the page and flat in the second. The measurements found the drop. What they could not say, and what took a person, was the reason: the writing changes costume when it starts describing services, and the fix was not to rewrite the services but to write them in the voice of the origin story.
1. Measure
Free
The Anyone Test, one minute, software running in your browser. It tells you whether there is a problem and roughly how big.
2. Specify
From £950
A Wordprint. Evidence gathered by code, then read, interrogated and turned into rules by somebody who has spent twenty years getting things said properly in rooms where it mattered.
3. Install
From £750 a month
Teaching your people and your tools to use it. The prompt pack goes into ChatGPT, Claude, Copilot, Gemini or whatever else you run, live pieces get rewritten against the specification, and somebody keeps an eye on the drift.
Most businesses stop after step one and fix a few phrases, which is a perfectly good outcome and costs nothing. Step two is for the ones who want it to hold when they are not in the room.
If you only buy one thing
A Desk Wordprint, £950
Everything your business publishes sounds like your business, whoever wrote it and whatever wrote it.
Built from what you have already published, with no interview and nothing for you to prepare. Send a link. Five working days later you get the specification: what you believe, the rhythm your sentences actually run at, the phrases that are yours, the ones that are everybody's, the awkward cases with rulings, and a prompt pack that goes straight into whatever software your team already uses.
- Five working days, and the date is fixed before anything starts.
- Nothing to prepare. No workshop, no questionnaire.
- Written by a person, from evidence a machine counted.
- Yours to hand to anybody who writes for you, including the software.
If it does not tell you at least three things you did not know about your own writing, you do not pay.
That promise is not bravado. Every business measured so far has turned up something its owner did not know, usually a habit nobody had ever written down, and it is a fair test of whether the thing is worth £950.
The products
The ladder, smallest first
Three stages, and you can stop after any of them. Find out whether there is a problem, write down the answer, then make it hold when you are not in the room. Indicative prices, fixed in writing before anything starts. No VAT: not registered.
Measure · find out whether there is a problem, and how big
The Anyone Test Live
Free
Answers one question: could anybody have written this? One minute, no account, nothing stored, nothing sent anywhere. It runs in your browser, not on a server.
Soundalike Live
£95
Answers the harder question: why can nobody tell us apart from them? You against up to three named rivals, scored by the same code on the same day. Software does the comparing, so it is back inside two working days, with no interview and nothing to prepare. Buy it directly; there is no form to fill in first.
Draft Clinic Live
£195
Answers the question a score cannot: what do I do with this one? Ninety minutes on a draft you are stuck on, booked straight onto the calendar. No enquiry, and no call about the call.
Nothing in the calendar that suits? Send two or three times that do and one gets opened.
Specify · write down how you sound
Self-serve Wordprint In private beta
£395
Send a link, and the document arrives. Software does all of it, which is why it costs less than half the Desk Wordprint and does not carry the three-things promise. Being run by hand for the first ten customers while the pipeline earns its confidence. Ask for a place.
Desk Wordprint Live
£950
Built from what you have already published, back in five working days. No interview, nothing to prepare. A person reads the evidence and makes the calls, which is what the promise rests on: three things you did not know, or you do not pay. Carries a free first year of the Check whenever that arrives.
Wordprint Live
From £3,450
Adds the interview, which is the only place convictions come from, and the install, which is the £1,850 team session included rather than sold again. Published writing tells you how a business sounds. It cannot tell you what it believes. Two weeks.
Wordprint, organisation Live
From £5,900
The corporate voice plus up to three speaking roles, and the register shifts between them. Three weeks, including the team handover.
Install · make it hold when you are not in the room
Team session Live
From £1,850
Half a day with everybody who writes, including the ones who write by pasting into ChatGPT and would not describe themselves as writers. The prompt pack goes into the tools you actually run, and gets tested on your own drafts rather than demonstrated on somebody else's. Included in the full Wordprint; this is the price when you already have one.
Editor in residence Live
From £750 a month
Everything you publish gets read and marked up before it goes out. Rolling, thirty days' notice.
The Check Not built yet
£29 a month
Paste a draft, get it scored against your own Wordprint rather than against a general standard. Unlimited drafts: a drift checker that charges by the piece would only ever see the important ones, and drift lives in the routine posts nobody thinks twice about. £79 a month against an organisation Wordprint, which has more voices to keep apart. When it lands, the first twelve months go to every Wordprint client free, including the ones who bought before it existed.
Separately · when you just need one thing written properly
Say It Once Live
From £1,450
One high-stakes piece, written properly: an investor narrative, a keynote, an all-hands, a homepage. Five working days. Not a specification, and it does not pretend to be one.
The self-serve version is built and in private beta: every document is still read by a person before it sends, and that stays true until the corrections stop being necessary. The Check is not built yet and is marked as such, which is why it is the only thing here you cannot buy.
Why trust any of it
It was a private tool before it was a product
Built by ConsultingPartner.io and tested on three real businesses with deliberately different voices, then on three more and a generic control written to find out what would slip through. Four measures survived that. Eighteen others are still taken and shown to you, and not one of them counts, because the control beat real writing on several of the measures a sensible person would have scored. How the score works names all twenty-two.
ConsultingPartner.io
Scores 98 / 100
The fractional executive practice that built this. Boardroom register, first person, dry, and it argues with the reader on purpose.
Prana Property Care
Scores 93 / 100
Property care and decorating in Cambridgeshire. Chosen because it sits about as far from boardroom prose as writing gets. Plain, short, publishes its prices, and never once says "I".
The Nail Editor
Scores 95 / 100
An award-winning nail studio in Godmanchester. A different owner, a different writer, no connection to the two above. Warm, second person throughout, almost no contractions, and it settles a worry before the reader has admitted to having one.
Two of these were written by the same hand, and their documents came out opposite: one says "I" and never "we", the other says "we" and never once says "I". Had the method been measuring the writer rather than the business, those two would have matched. The third has no connection to either and shares none of their habits, which is the part that matters. A method that only works on its author's own writing is a party trick.
Start with the free test
You are one minute from knowing whether your writing could have come from anybody, and if it could, which specific habits are doing it.
If it tells you something you did not know, there is a conversation worth having. If it does not, you have lost a minute and learned that your writing, or your prompting, is in better shape than most of your market. Both are useful answers and only one of them costs anything.