Brand Tone

conversational, analytical, and serious, yet approachable and calm

Brand Values

• •Thoroughness/Accuracy
• •Respect for Victims
• •Curiosity/Exploration
• •Authenticity/Realness
• •Consistency/Longevity

Best Practices

• •Prioritize Factual Accuracy & Research: Always ensure that any claims, case details, or background information shared in copy are well-researched and accurately reflect the depth of the podcast.
• •Maintain a Victim-Centered Approach: When discussing cases, especially in promotional material, frame the narrative with respect and sensitivity towards victims and their families. Avoid sensational language.
• •Embrace the Conversational Element: Write copy that feels like a natural extension of Aaron and Justin's discussions – intelligent, questioning, but also accessible and not overly formal.
• •Keep it Calm and Measured: Even when discussing disturbing topics, the copy should reflect the podcast's generally calm and analytical demeanor, avoiding overly emotional or alarmist language.
• •Be Direct and Unpretentious: Communicate clearly and directly with the audience, whether it's about episode content, merchandise, or subscription offers, reflecting the straightforward nature of the podcast.

Social Perception

foundational and respected voice in the true crime podcasting community

Copy Examples

• •This week on Generation Why, we delve into the perplexing disappearance of [Case Name]. Decades later, the questions remain. Join Aaron and Justin as they sift through the evidence, explore the prevailing theories, and try to make sense of the unexplained. Listen now.
• •Just dropped our latest episode on the [Case Name] case. It’s a tough one, and our thoughts are with the families affected. What are your theories after listening? Share your insights respectfully in the comments below. #GenerationWhy #TrueCrime
• •The [Case Name] case is a stark reminder of the complexities of the justice system. In our latest blog, we provide a detailed timeline, examine key pieces of evidence discussed in the podcast, and offer further resources for those wanting to understand more. Read on at genwhypod.com.
• •Show your support for in-depth true crime analysis. Our new 'Theories & Opinions' tee is now available. Perfect for late-night listening sessions. Grab yours and be part of the Generation Why community. Link in bio. #GenWhyPod
• •Want more Generation Why? Unlock exclusive episodes and listen ad-free with Wondery+. Dive deeper into the cases that keep you thinking. Subscribe via the Wondery App, Apple Podcasts, or Spotify.