Brand Tone

Direct and No-Nonsense, Authoritative and Experienced, Motivational (Tough Love), Simple and Practical, Sometimes Humorous/Colloquial, Anti-Victimhood/Pro-Accountability

Brand Values

• •Hard Work and Effort
• •Consistency
• •Simplicity and Effectiveness
• •Long-Term Progress ("Playing the Long Game")
• •Discipline and Patience
• •Strength (Physical and Mental)
• •Authenticity/No Gimmicks
• •Accountability and Self-Reliance

Best Practices

• •Be Direct and Unambiguous: Get straight to the point. Avoid fluff, jargon (unless clearly explained), and overly academic language. Use strong, active verbs.
• •Emphasize Effort and Consistency: Continuously reinforce that results come from sustained hard work and dedication, not quick fixes.
• •Maintain Authenticity: Write as Jim Wendler would speak (or as his established brand voice dictates) – knowledgeable, confident, occasionally blunt, but always grounded in practical experience.
• •Focus on Simplicity and Core Principles: Mirror the 5/3/1 philosophy in the language. Break down concepts into easily digestible, actionable advice. Remind readers of the foundational elements of strength.
• •Instill Accountability: Frame advice and product benefits in a way that empowers the individual but also places responsibility on them to apply the principles and put in the work. Avoid language that fosters a sense of entitlement or victimhood.

Social Perception

Highly Respected Expert, Effective and Practical Programs, "Tells It Like It Is", Motivational Figure, Potentially Polarizing, Focus on Fundamentals

Copy Examples

• •Headline for 5/3/1 Program: Stop Overthinking. Start Lifting. 5/3/1: The Path to Real Strength. No Hype, Just Hard Work and Proven Results.
• •Social Media Post (Motivation): The bar doesn't care about your excuses. It only respects effort and consistency. Show up. Do the work. Get stronger. It’s that simple.
• •Product Description (Apparel): Wendler Basic Tee: Built for the grind. No frills, just durable quality for those who understand that strength is earned, not given. Wear it, work hard, and shut up.
• •Blog Post Intro (Addressing a common issue): Tired of programs that promise the world but deliver nothing? The truth is, there are no shortcuts. Only intelligent programming, relentless effort, and unwavering patience. Let's talk about what actually works.
• •Email Subject Line (New Article/Product): No More BS: [Topic/Product Name] – The Wendler Way.