Brand Tone

Handtec's tone is primarily direct, value-driven, and slightly informal. It is sales-focused and reassuring, aiming to build trust while also showing a lighthearted and playful side on occasion.

Brand Values

• •Affordability
• •Sustainability
• •Accessibility
• •Customer Service & Trust

Best Practices

• •Lead with Value, Follow with Trust: Always start with the most compelling message for the audience: cost savings. Immediately follow up with trust-building elements like the 12-month warranty, positive review scores, or the detailed refurbishment process to overcome purchase hesitation.
• •Emphasize Sustainability as a "Bonus": Frame the environmental benefit as a smart and positive consequence of a money-saving decision. Use phrases like "Go green without going in the red" or "Good for your wallet and the planet."
• •Be Transparent in Grading: Use clear, simple language to explain the difference between "Pristine," "Excellent," and "Good" conditions. Avoid overly technical jargon. Including a simple visual guide or short video could further enhance transparency and manage customer expectations.
• •Maintain a Confident but Humble Tone: The brand has a long history, which should be a source of confidence. However, given the mixed online reviews, the tone should remain focused on customer satisfaction and avoid making absolute claims that can be easily challenged. Instead of "Our service is perfect," use "We aim for perfection and will do everything in our power to make things right."
• •Segment Messaging for Buyers vs. Sellers: The perception of Handtec differs greatly between those buying from the company and those selling to it. Marketing communications should be clearly segmented. For buyers, focus on quality and savings. For the "Sell Your Tech" service, the copy needs to work harder to build trust—perhaps by showcasing video testimonials or being more transparent about the evaluation process to counter the negative reviews.

Social Perception

The external perception of Handtec is mixed. Positive perception exists for product purchases, with customers reporting fast shipping and devices arriving in amazing condition. However, there is strong negative sentiment surrounding the trade-in service, with accusations of drastically reduced offers and customer service issues, contrasting with the brand's stated commitment to customer satisfaction.

Copy Examples

• •The Tech You Love. The Price You'll Love Even More. Get the latest iPhone and Galaxy models, certified refurbished and backed by a 12-month warranty. Smart for your wallet, smart for the planet.
• •Your next phone shouldn't cost the earth—literally. 🌍💸 At Handtec, we give top tech a second life. Grab a pristine refurbished iPhone 14 Pro from just £XXX and enjoy the features you want for up to 70% less. Shop smart, save big. Headline: Certified Refurbished. 12-Month Warranty.
• •Don't Pay Full Price! Up to 60% Off iPads & Tablets This Week.
• •Why pay for new when 'like-new' is this good? Each of our refurbished iPhones undergoes a 70-point diagnostic check by expert technicians to ensure it works perfectly. From battery health to screen quality, we guarantee performance. All backed by our 14-day money-back guarantee.
• •(Image: A high-quality shot of a pristine refurbished phone in its box) Looks new, feels new, works new. The only thing that isn't new is the price tag. #Handtec #RefurbishedTech #SaveMoney #SustainableTech #iPhoneDeals