Brand Tone

Professional, Confident, and Utilitarian

Brand Values

• •Durability and Strength
• •Expertise and Professionalism
• •Value and Affordability
• •Reliability and Trust
• •American Made

Best Practices

• •Speak the Language of the Professional: Use industry-standard terminology (e.g., "Grade 70," "WLL," "snatch block") correctly and confidently. Avoid over-explaining basic concepts to show respect for the customer's expertise.
• •Prioritize Function Over Flair: Focus copy on tangible benefits: breaking strength, material quality, corrosion resistance, and working load limits. Let the product specifications be the hero.
• •Emphasize Core Values in Every Message: Every piece of copy should reinforce at least one core value: durability, expertise, value, or reliability. Use phrases like "Built to Last," "Proven by Pros," and "Affordable Strength."
• •Maintain a Direct and Confident Tone: Write in a straightforward, no-nonsense style. Avoid weak or overly promotional language. State what the product does and why it’s better in clear, concise terms.
• •Leverage Your Roots and Reputation: Casually mention "Made in USA," your Wisconsin heritage, and the fact that products are "designed by experienced operators." This builds trust and differentiates the brand from anonymous overseas competitors.

Social Perception

a highly reliable, no-frills supplier of professional-grade towing equipment

Copy Examples

• •Built in the heart of Wisconsin, the Irish Iron Wrecker Body is engineered for the toughest jobs. Crafted from high-tensile steel, it's not just a piece of equipment—it's your reliable partner on every call. Strength you can trust, durability that pays for itself.
• •When the load is heavy and the conditions are unforgiving, you need hardware that won't fail. Our Grade 100 chains are approved for overhead lifting and designed for maximum strength and resilience. Don't compromise on safety—rig with the best.
• •For over a decade, we've done more than just sell parts; we've lived the industry. Designed and proven by towing professionals, every product we offer is built to meet the real-world demands you face every day. We know what works because we've been there. That's the Irish Iron promise.
• •Engineered by Operators, For Operators. Our Wide Axle Forks are forged from high-tensile steel to provide a secure lift on every job. With a 10.5" opening, they’re built for versatility and strength.
• •Fair Prices. Unbeatable Quality. Irish Iron Wrecker offers a complete line of professional towing accessories without the premium cost. Get the job done right with equipment that works as hard as you do.