Brand Tone

Genuine, Passionate, and Unpretentious

Brand Values

• •Quality and Honesty
• •Customer-Centric Service
• •Passion for the Tangible
• •Independent Spirit
• •Simplicity and Focus

Best Practices

• •Always Use The Founder's Voice: Write as if Ronnie, the owner, is speaking directly to the customer. Use I and we interchangeably to maintain a personal, small-business feel. Keep the tone grounded, honest, and passionate.
• •Emphasize the Tangible Experience: Use sensory language that evokes the feeling of being in a physical bookshop. Words like browse, discover, hand-picked, pleasure, and joy reinforce the brand's core mission.
• •Lead with Honesty and Transparency: In product descriptions and communications, be upfront about the condition of books. Use the brand's no gimmicks philosophy as a guiding principle in all copy. This builds the trust that is central to the brand's positive perception.
• •Highlight the Independent Angle: Subtly remind customers that they are supporting a small, independent Scottish business. This is a key value proposition that differentiates Campsie Books from competitors and resonates with its customer base.
• •Keep it Simple and Unpretentious: Avoid corporate jargon, overly clever marketing slogans, or complicated language. The copy should be as straightforward and easy to navigate as the website itself, focusing entirely on the love of books and customer satisfaction.

Social Perception

Campsie Books is perceived by its customers as a trusted, high-quality, and personable independent online bookseller. It is seen as a reliable source for accurately described second-hand books and a refreshing alternative to larger, impersonal retailers. The personal involvement of the owner is a key differentiator that customers value highly, leading to strong loyalty and recommendations. The brand isn't seen as a seller of rare or high-end antiquarian collector's items, but rather as a wonderful shop for readers and casual collectors who value condition, fairness, and the joy of a good book.

Copy Examples

• •More than a purchase, it's a discovery. We're not a big corporation; we're a small Scottish bookshop built on a love for the printed page. Find your next great read, honestly graded and sent with care.
• •This book has a history, and its next chapter starts with you. We believe in the magic of second-hand books—the stories they hold and the journeys they've been on. It's all about the books. No gimmicks, just great reads.
• •Hi [Customer Name], Ronnie here. I've just added a new collection of classic crime paperbacks to the site—each one carefully selected, just as if you were browsing the shelves yourself. I hope you find something that brings you that unique bookshop pleasure. Grab a coffee and have a browse.
• •In a world of algorithms and automated warehouses, we offer something different: a human touch. Every book is hand-picked and its condition described with care because we believe finding a book should be a joy, not a gamble. That's the Campsie Books promise.
• •A little something to help your bookshelf grow. Take 10% off your next order with code BOOKJOY10. We believe a good book is one of life's best and simplest pleasures, and we love sharing it with you. Happy reading!