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A working reference for writers, editors, and anyone drafting for TIA blogs, service pages, and brand editorial. The brand guide names our tone (professional yet approachable, conversational, engaging, authoritative). This document names the actual voice mechanics that make TIA content recognizable line by line.
Work with us
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01
TIA writing talks to a peer, not down to a prospect. The reader is a marketer, a founder, or a CMO. They already know their industry. Copy that opens with an industry summary they could recite in their sleep is throat-clearing.
The Canadian cannabis industry is tightly regulated and intensely competitive.
Cannabis marketing isn't like other consumer marketing. Paid search is off the table, most social platforms are hostile, and the tactics every other category takes for granted can put your licence at risk.
The first summarizes what a cannabis operator already knows. The second names specific problems in plain language and shows fluency in the reader's world.
02
TIA doesn't say "can help," "may benefit from," "is designed to," or "aims to." It says what's true and moves on. Hedging is what generic agencies do to protect themselves from overpromising. TIA's positioning depends on sounding certain about what works.
We can help you build a strategic marketing approach.
We build cannabis marketing programs that grow your brand without the guesswork.
The first is defensible. The second is a claim. Claims build authority; hedges undermine it.
03
TIA uses real numbers, real products, real moments. Abstract adjectives ("robust," "innovative," "cutting-edge") do nothing that a specific detail wouldn't do better. When TIA content works, the reader can point to what it's actually claiming.
Our clients have seen significant growth through strategic influencer partnerships.
Reina Rebelde has posted some of the strongest year-over-year growth numbers in the Hispanic-owned beauty space, with creator impressions rising over 500% and brand engagements jumping more than 800% in a single year.
The first summarizes what a cannabis operator already knows. The second names specific problems in plain language and shows fluency in the reader's world.
03
TIA content can be playful, but it earns the right by being smart first. Puns and jokes work when they resolve a section that has already made its case. They fail when they lead the section or arrive before the reader trusts the writer.
We're the dope cannabis marketing agency that will help you blaze the trail.
Let's get high results.
Rule of thumb: one pun per page, and it lives near the end.
05
TIA content resolves with a line that has teeth. Weak closes summarize what was just said. Strong closes name a specific stake, a competitive threat, or a claim that reframes what the reader just read.
That expertise is what turns marketing spend into measurable success.
When paid advertising is off the table, every wasted dollar hurts twice: once because it didn't work, and once because you didn't have that many dollars to spend to begin with.
Rule of thumb: one pun per page, and it lives near the end.
On the page
Every bullet in a service page block, problem section, or feature list should do one of two things. Bullets that just define what's true in general terms are the ones that make agency pages feel generic.
Name a specific pain point the reader recognizes the moment they read it.
Land a small competitive sting that turns a fact into stakes.
Every dollar not going into compliant organic channels is a dollar being left on the table.
Whatever you don't invest in compliant organic channels, your competitors will.
Same underlying idea. The first is a truism. The second turns it into stakes.
Cut on sight
These two show up in agency copy because they sound sophisticated. They aren't. Catch them before they ship.
It means "using." It shows up in agency copy because it sounds sophisticated, but it just adds a syllable. If a sentence can survive with "using" instead of "leveraging," use "using." If it needs "leveraging" to sound right, cut the whole sentence and start over.
leveraging our expertise
using what we know
"Third-party credibility that moves buyers" is three abstract concepts stacked on top of each other. Real language uses concrete subjects doing concrete things. Rewrite by asking who is doing what: "Creators build credibility" is one clear thing. "Third-party credibility that moves buyers" is three abstractions in a trench coat.
third-party credibility that moves buyers
creators build credibility
Non-negotiable
Small mechanical slips read as off-brand instantly. These four are the ones that matter most.
It means "using." It shows up in agency copy because it sounds sophisticated, but it just adds a syllable. If a sentence can survive with "using" instead of "leveraging," use "using." If it needs "leveraging" to sound right, cut the whole sentence and start over.
"isn't," "can't," "won't," "you're," "we're." Stiff forms read like a legal filing.
Only capitalize the first word and proper nouns.
Color, optimize, favor. Keep it consistent across the piece.
Before you publish
Run every draft through these seven. If a piece passes all of them, it sounds like TIA. Tap each one as you clear it.
Does the opening sentence make a claim, or is it throat-clearing?
Is any sentence a rhythm without an argument?
Are there specific numbers, names, or examples anchoring the general claims?
Does every bullet name a pain or land a sting?
Does the closing line have teeth, or does it summarize what came before?
Any "leveraging" or stacked abstract nouns to cut?
Contractions throughout?
