Hudson Twenty-One
Everybody says they'll capture your voice. Hudson Twenty-One writes it down.
Twenty-One is a measured, written record of how your business actually communicates. Not a tone-of-voice guideline. Not a mood board. A specification precise enough that anyone working from it produces something that sounds like you wrote it.
- We measure
Twenty-one dimensions of how your business actually communicates, scored against a generic baseline.
- We write it down
A profile, a one-page reference, and a ledger of the counts behind every conclusion.
- Everything is built from it
Every page, post, and email we produce is measured against your profile before it ships.
Why it exists
Brand guidelines describe how a company wishes it sounded.
Most voice documents are aspirational. Confident but approachable. Professional yet friendly. Expert without being condescending. Hand that to three writers and you get three different results, none of which sound like the business.
A guideline says what you'd like to sound like. Twenty-One records what you actually do.
The difference shows up in the specifics. Not "we're conversational," but the exact phrase your people use instead of the industry term. Not "we're helpful," but the order you walk someone through a decision when they're nervous about the cost. Those are the things a reader recognizes, and they are the things generic content has none of.
The process
How the profile gets built
We work from what your business has actually produced, plus a structured set of questions answered in your own words. Then we measure, rather than summarize. Every pattern in the profile is counted and evidenced, so the document says how often something happens, not just that it happens.
- 01
We gather
Everything your business has already put in front of customers, plus your answers to an intake built for your industry. The more of your own material we start with, the less the profile leans on what you tell us about yourselves.
- 02
We measure
Twenty-one dimensions, scored against a generic baseline so we can see what is genuinely yours versus what any company in your category would say.
- 03
We write it down
The result is a document, not an impression. Anyone can work from it, including your own team, and get the same result we do.
What gets measured
Twenty-one dimensions.
Six of them, to make the idea concrete.
- 01
Vocabulary
The words your business uses and, just as important, the ones it refuses to use.
- 02
Sentence rhythm
Length, variation, and where the short ones land. It's the pattern readers notice without being able to name it.
- 03
How you explain
The analogies and comparisons that come out every time you describe something technical.
- 04
Handling objections
What you say when someone pushes back on price, timing, or whether they need this at all.
- 05
Openings and closings
How you start when you have nobody's attention yet, and how you end without a hard sell.
- 06
Pacing under pressure
How you slow down for someone nervous about a decision, and where you let them breathe.
- And fifteen more
The rest of the set
The six above are examples. The full analysis covers all 21, and every one of them arrives in your profile with the evidence behind it.
What you receive
Three documents, and they're yours.
- Document 1
The profile
The full 21-dimension analysis, with the evidence behind each pattern. The working document everything else is built from.
- Document 2
The quick reference
One page. What to do, what to avoid, and the phrases that are yours. This is the one your team will actually use.
- Document 3
The metrics ledger
The counts behind the conclusions, so you can check our work rather than take our word for it.
It's an asset, not an exercise. The profile is yours, it doesn't expire when a project ends, and it doesn't change when a writer leaves.
The obvious question
Why not just feed ChatGPT a few of your emails?
A handful of samples
- Copies sentence length and picks up a phrase or two
- Drifts back to generic inside three paragraphs
- Varies session to session, and writer to writer
- Nothing written down, so nothing to check against
- Starts over whenever anyone new touches it
A Twenty-One profile
- Twenty-one measured dimensions, scored against a generic baseline
- Holds across a hundred pieces, not one
- A standard any writer can hit, including your own
- Written down, so a draft can be checked against it
- Survives staff changes, agencies, and platform changes
There's a second reason it matters now.
AI systems work from specific passages. When the passage they use sounds like a person who knows the subject rather than like everything else on the internet, that's your business reaching someone who has never heard of you.
Whose voice
Sometimes it's a person. Sometimes it's a company.
Owner-led businesses
Built around how you explain things
People are hiring you, not a company, and the content should sound like it. We build the profile against how you personally explain things to customers, because that's the thing that closes work in person and never makes it onto the website.
Companies with a comms team
Built from your strongest approved work
We build the profile from your strongest approved work and the people responsible for it, not from a generic brand guideline. Your team keeps producing what they produce. They also get a specification they can hand to a freelancer, an agency, or a tool, and get their standard back.
On its own
Hudson Twenty-One pricing
$2,500
One time. Twenty-One is included in every engagement, so most clients never buy it separately. It's available on its own for organizations that have writers and want the specification without the content production.
What one run covers
One organization, one voice, from a defined set of your published material plus a written intake. Two rounds of revisions. Delivered two weeks from the point we have everything we need, not two weeks from the day you pay.
What changes the price
Multiple brands, several distinct voices, or an archive that runs to hundreds of documents is a different job and gets quoted as one. Same work, same price. More work, different scope.
Buy it standalone and start an engagement within 90 days, and the $2,500 comes off the first invoice in full.
One thing worth saying plainly: market exclusivity comes with most monthly plans, not with a one-time purchase. If you buy the profile and run your own content from it, we may still work with a competitor in your market. That's the trade for owning the asset outright.
Questions
About the profile.
Can we use the profile without you?
Yes. It's a document, it's yours, and it's written to be used by anyone. Some clients bring us in to build the profile and then run their own content from it. That's a legitimate way to work with us.
How long does it take to build?
Two weeks from the point we have your materials and your completed intake. The clock starts when we have everything, not when you pay, because most of the delay in a run like this is waiting on source material.
What if our voice changes?
It will, slowly. New people, new positioning, a new market. The profile is refreshed rather than rebuilt, and the metrics ledger makes it obvious what actually shifted versus what just feels different.
Is this the same as a style guide?
No. A style guide covers rules: serial commas, capitalization, how to write dates. Useful, and unrelated. Twenty-One covers how your business thinks out loud. You can keep both.
Do we have to use it for everything?
No, and most clients don't at first. It usually starts with the pages we're building, then people notice the difference and start running proposals and emails through it too.
Two ways to start
Buy the profile, or start with your market.
Buy the profile outright, or begin with a free look at your market and decide afterward. Either way it starts with a conversation.