Brand Tone

Professional and Direct, Expert/Knowledgeable, Value-Oriented, Practical/No-Nonsense

Brand Values

• •Quality
• •Value/Affordability
• •Expertise & Experience
• •Reliability
• •Customer Focus (Practical)

Best Practices

• •Focus on Clarity and Directness: Avoid jargon where possible, or explain it clearly. Get straight to the point about product benefits and features. The language should be easily understood by someone in the trade.
• •Emphasize Quality and Durability: Consistently weave in messages about the robust build, testing processes, and reliability of the machinery. Use words like "tough," "reliable," "heavy-duty," "proven."
• •Highlight Value and Cost-Effectiveness: Remind customers of the "factory-direct" or "no middleman" advantage and how it translates to savings without sacrificing quality.
• •Showcase Expertise Subtly: Refer to experience and knowledge (e.g., "engineered for," "designed by experts") to build confidence, without being boastful. Let the product quality and practical information speak for itself.
• •Maintain a Professional and Respectful Voice: Address the customer as a skilled professional or business owner. The tone should be helpful and solution-oriented, reflecting a B2B or serious hobbyist relationship.

Social Perception

Positive (among buyers), Niche Recognition, Limited Mainstream Visibility

Copy Examples

• •Built Tough, Priced Right: Your Workshop Deserves Extra Machinery. Stop overpaying for essential metalworking tools. Extra Machinery Pty Ltd brings you factory-direct grinders, linishers, and bead rollers, rigorously tested for quality and durability. Get the performance you demand without the premium price tag.
• •30 Years of Expertise, Engineered Into Every Machine. When precision matters, experience counts. Extra Machinery leverages three decades of design and production knowledge to deliver tools that perform. Equip your shop with machinery built on a foundation of expertise.
• •Maximize Your Output, Not Your Outlay. Get uncompromising quality straight from our factory to your workshop. Extra Machinery Pty Ltd is your direct source for robust metalworking solutions, designed for reliability and priced for value. Explore our range and save.
• •The Power and Precision You Need. The Value You Expect. From industrial grinders to versatile welding tables, Extra Machinery provides the dependable tools Australian workshops trust. We ensure every machine meets our high standards, so you can focus on your craft. Quality parts, proven performance.
• •Don't Let Machine Costs Grind Down Your Profits. Extra Machinery Pty Ltd offers a smarter way to equip your business. By bypassing middlemen, we deliver high-quality, tested metalworking and sheet metal machines directly to you, ensuring you get the best value and lasting reliability.