Ali Abdaal has 6M YouTube subscribers. But his LinkedIn? Was a complete miss.
Same person. Same expertise. Different platform, and suddenly the voice that built an empire falls flat.
His former head of content, Ines Lee, figured out why. And her solution changes how you think about scaling voice.
The problem wasn't Ali's writing. It was that nobody — including Ali — could explain what his voice actually was.
So Ines reverse-engineered it.
She fed his best writing into AI and had it diagnose his voice across 6 specific patterns:
→ Personality traits (mentor vs. professor)
→ Signature phrases ("hey friends")
→ Emotional defaults (motivational vs. casual)
→ Format quirks (dashes, bullets, emoji use)
→ Sentence rhythm (punchy vs. flowing)
→ Readability level (complexity scoring)
Then she used that breakdown to brief every writer. And ChatGPT.
Result: On-brand content from day one. Voice intact at scale.
Here's what I learned from Ines Lee:
You voice has patterns you can diagnose and replicate.
When your boss or clients tell you "this doesn't sound like me," they can't explain why. Because voice feels intuitive. But it's actually measurable.
The companies that scale content without losing soul? They make voice teachable.
Instead of saying "be more engaging," they give writers concrete guardrails. Specific word choices. Sentence structures. Tone markers.
Most teams guess at voice. The smart ones diagnose it.
Want to try this? Take 3-5 pieces of your best writing. Use Ines’s brand voice prompt to analyze them using those 6 patterns. Save that analysis.
Then test it. If your team (or ChatGPT) can hit 90% on-brand using your voice guide, you nailed it.
Voice at scale isn't about finding magical writers. It's about making your patterns clear enough that anyone can follow them.
Including AI.
Shoutout to Ines Lee for sharing this approach on the podcast. The full conversation digs deeper into how voice breaks down at scale, and how the best teams fix it.
🎧 Catch the full conversation with Ines Lee (also on Spotify and Apple)
Keep that caffeine flowing,
Christine
P.S. Know a marketer or founder whose content sounds like ChatGPT wrote it? Forward this, they'll thank you.
Reply to say hello!