Brand Tone

Helpful, Educational, Community-Focused, Engaging, Approachable, Friendly, Enthusiastic, Passionate, Direct, and Practical.

Brand Values

• •Customer Service and Support
• •Quality Products
• •Knowledge Empowerment and Education
• •Community Building
• •Integrity and Trust
• •Innovation
• •Hands-on, Get-it-Done Approach

Best Practices

• •Embrace the "#Lockboss" Persona: Consistently use the #Lockboss terminology to reinforce community. Write as if you're talking to a fellow enthusiast or a valued member of the trade, sharing knowledge and passion.
• •Prioritize "How-To" and "Why-To": Frame content around educating and empowering. Explain not just *what* a product does, but *how* it solves a problem and *why* it's a good choice for their specific needs.
• •Keep it Approachable and Positive: Even when discussing technical products, use clear, accessible language. Maintain an encouraging and supportive tone. Small, friendly touches (like those seen in their package inserts) can be reflected in the warmth of the copy.
• •Show, Don't Just Tell (with Enthusiasm!): Leverage video content and customer stories. When writing, echo the genuine enthusiasm seen in PJ Slauson's videos. Use active voice and vibrant descriptions.
• •Be Consistent Across All Channels: Ensure the helpful, community-driven, and enthusiastic voice is present whether it's on the website, in an email, a YouTube description, or a social media reply. Develop a simple style guide for all team members creating content.

Social Perception

Generally positive; seen as a reliable source with good customer service, helpful for both hobbyists and professionals, appreciated for personal touches, and an engaged community builder. Some mixed views on marketing tactics exist.

Copy Examples

• •Homepage Banner: "Unlock Your Potential! From Pro Tools to Expert Tips, CLK Supplies is Your Partner in Mastering the Craft. Join the #Lockboss Community Today!"
• •Product Page (New Key Machine): "Stop Wasting Time, Start Cutting with Precision! The All-New [Product Name] is here to revolutionize your workflow. Watch PJ's full demo and see why fellow #Lockbosses are upgrading!"
• •Email Subject Line (Weekly Newsletter): "Hey #Lockboss! Fresh Tips, New Gear & Your Weekly Dose of Locksmithing Goodness Inside!"
• •Social Media Post (Promoting a Tutorial): "Struggling with [Specific Locksmith Task]? You're not alone! Our latest YouTube tutorial breaks it down step-by-step. Learn the trick, share your wins, and let's grow together! #CLKSupplies #LocksmithTraining #[RelevantHashtag]"
• •About Us Snippet: "More Than Just Supplies, We're Your Trusted Crew. Founded in 2004, CLK Supplies is built on a passion for locksmithing and a commitment to empowering YOU. We believe in quality gear, shared knowledge, and the power of the #Lockboss community. Let's get it done, together."