Brand Tone

transactional and direct

Brand Values

• •Value/Price Focus
• •Product Access
• •Efficiency
• •Transparency (Operational)

Best Practices

• •Lead with Value: Always start with the benefit to the customer. Use headlines that emphasize price, selection, or brand names (e.g., "Taylor Bowls from £XX" or "Your One-Stop Shop for Lawn Bowls").
• •Be Honest and Direct: Continue the practice of being upfront about stock levels and delivery times. This builds trust, even if the news isn't ideal. Frame it positively: "To ensure you get exactly what you want, please check lead times with us first."
• •Use "You" and "Your": Frame product benefits around the customer. Instead of "This bowl has a strong finish," write "You'll get a strong, predictable finish with this bowl." It makes the copy more personal and engaging.
• •Incorporate Keywords Naturally: Use terms like "lawn bowls," "bowling shoes," "Henselite bowls," and brand names throughout the copy to improve SEO and speak the customer's language.
• •Maintain a Simple Structure: Use short sentences, bullet points, and clear headings. The audience is looking for information quickly. Make it easy for them to scan pages and find what they need without wading through dense paragraphs.

Social Perception

Customers are likely to perceive the brand as a no-frills, online-only retailer. The name "Discount Bowls" clearly signals a focus on price, which will attract budget-conscious buyers. The lack of social media presence or community engagement means the brand is perceived as a purely transactional entity rather than a central part of the lawn bowls community. More established competitors often build their reputation on being family-run businesses with deep roots in the sport, offering expert advice and a personal touch—areas where Discount Bowls is not currently competing.

Copy Examples

• •Top Brands. Fair Prices. The Perfect Match. Shop Henselite, Taylor, and Drakes Pride without breaking the bank. Your next winning bowl is right here.
• •The Taylor Ace: A Modern Classic. Renowned for its gentle draw and reliable finish, the Taylor Ace is a favourite on fast greens. We offer it at a price that lets you invest in quality. Please note: demand is high. Email us at info@discountbowls.co.uk to confirm current stock before ordering.
• •Subject: Fresh Stock Alert! New Henselite & Aero Bowls Have Arrived. Body: Ready when you are. A new shipment of sought-after Henselite and Aero bowls has just landed. Limited quantities are available for immediate dispatch—no 12-week wait. Gear up for the season now.
• •Carry Your Game with Confidence. From sturdy trolley bags to compact carriers, our curated selection of bowls bags and accessories has everything you need to stay organized and protected on and off the green. All top brands, all at discount prices.
• •At Discount Bowls, our mission is simple: to provide UK bowlers with the equipment they love from the brands they trust, at prices that make sense. We're an online-first retailer, which means we cut the overheads to pass the savings directly on to you. We're focused on fast, reliable service to get you back on the green as quickly as possible.