tlibson - 6:32 pm on May 21, 2003 (gmt 0) Of course, if the voice in your head starts telling you to go out and burn things, it's time for a nap!
It helps to think of yourself as an actor, then get personal with the "Brand character" of your site or your client. We often do brand development itself as a project for clients, which includes a description of the company as a person with explicit personality traits and key phrases that express the company's way of thinking. When you start writing copy, put on the brand character and talk out your copy in the voice of the character. Then the type of content can change, the audience can change, but the copy can respond to those kind of differences without breaking out of character.
Of course, if the voice in your head starts telling you to go out and burn things, it's time for a nap!