Brand Tone

Helpful, Educational, Approachable, and Encouraging

Brand Values

• •Customer Empowerment through Education: Providing extensive free resources, tutorials, and consultations to help customers succeed with their DIY projects.
• •Quality and Durability: Recommending and selling high-quality, durable products, often highlighting features like brass construction and long warranties. They test products before promoting them.
• •Practicality and Simplicity: Breaking down complex tasks into easy-to-understand steps and offering straightforward solutions and kits.
• •Personalized Support: Offering free design consultations based on customer photos and being responsive to customer needs and orders (e.g., checking transformer capacity against the number of lights ordered).
• •Value: Aiming to provide good quality products and expertise, helping customers achieve professional-looking results themselves. They offer a "Try It Before You Buy It" option at a discounted rate.

Best Practices

• •Embrace "Cal's Voice": Consistently use a friendly, approachable, and slightly informal tone, as if Cal himself is speaking directly to the customer. Use contractions and address the audience directly (e.g., "you," "your," "we're here to help you").
• •Prioritize Education & Empowerment: Frame copy around teaching and enabling the customer. Highlight the ease of DIY, the availability of free resources, and the professional results they can achieve themselves. Avoid overly technical jargon unless clearly explained.
• •Be Solution-Oriented and Encouraging: Directly address potential pain points (e.g., "don't know where to start?" "think it's too complicated?") and offer clear, encouraging solutions and support. Use positive and motivational language.
• •Prominently Feature Free Help: Continuously reinforce the availability of free design consultations, how-to guides, and the "Try It Before You Buy It" offer. Make it easy for customers to ask for help.
• •Show, Don't Just Tell (with a DIY Focus): Use visuals (like in their YouTube videos) and customer testimonials/project showcases to demonstrate the ease and effectiveness of their products and guidance. Emphasize the "do-it-yourself" success stories.

Social Perception

Trusted expert and go-to resource for DIY landscape lighting.

Copy Examples

• •Facebook Ad: "Tired of a dark backyard? 🤔 Let Cal from Lighting Doctor show you how EASY it is to create stunning landscape lighting YOURSELF! 💡 Watch our latest DIY tutorial and get your FREE design consultation today. Send us your pics! #DIYLighting #LandscapeDesign #LightingDoctor #OutdoorLiving"
• •Website Homepage Banner: "Illuminate Your Outdoors, The Smart Way. ✨ Get Professional Landscape Lighting Results with Our Easy-to-Install Kits & Expert DIY Guidance. Not sure where to start? Send Cal your photos for a FREE custom design plan! [Link to Consultation]"
• •YouTube Video Description Snippet: "In this video, Cal walks you through everything you need to know about choosing the PERFECT uplights for your home – no confusing jargon, just simple tips! 👍 We believe anyone can achieve a beautiful, professionally lit landscape. Got questions? Drop them in the comments below or visit LightingDoctor.ca for more free resources! Don't forget to send us your project pics! We love seeing your success!"
• •Product Page Copy (for a DIY Kit): "Stop dreaming, start illuminating! Our Premium DIY Landscape Lighting Kit includes everything you need – from our toughest, pro-grade fixtures to our foolproof waterproof connectors. We've even thrown in Cal's step-by-step video guide to make installation a breeze. You've got this! 💪 Questions before you buy? Email us your yard photos, and we'll help you choose the perfect kit. [Link to Email]"
• •Instagram Post (Showcasing a customer project): "WOW! 🤩 Check out this incredible DIY transformation from our amazing customer, [Customer Name]! They used our [Product Name] kit and a little guidance from Cal to create this stunning walkway. Proof that YOU can do it too! 👉 Swipe to see the before, and visit LightingDoctor.ca to start your own project. #CustomerSpotlight #DIYSuccess #LandscapeLighting #OutdoorInspo #LightingDoctorMagic"