Brand Tone

Dark & Suspenseful, Engaging & Accessible, Passionate, Informal & Humorous (on social media), Professional (as an author)

Brand Values

• •Fear & Thrills
• •Storytelling Craft
• •Reader Engagement & Community
• •Passion for Horror
• •Authenticity

Best Practices

• •Always ensure the copy reflects the primary horror theme. Use evocative language that hints at suspense, fear, and the supernatural.
• •Use terms and address tropes familiar to horror fans (e.g., "haunted," "demonic," "possession," "nightmare fuel"). This shows an understanding of the genre and resonates with the target audience.
• •Let genuine passion for horror shine through. Avoid overly corporate or generic language. Mountford's success is partly built on being a relatable horror fan himself.
• •While TikTok copy might be more informal and use humor, it should still clearly point back to the core brand of horror. The humor should be a hook, not a deviation from the promise of scary stories.
• •Pose questions, ask for opinions, and encourage discussion in social media copy, mirroring Lee Mountford's community-building approach. This makes the brand feel more personal and interactive.

Social Perception

Respected Horror Author, Master of Suspense & Atmosphere, Engaging Community Builder, "Keeps you on the edge of your seat", Go-To for Supernatural Horror

Copy Examples

• •The doors were sealed for a reason. Now, something has clawed its way out. Dare to discover what lurks within the shadows of [New Book Title]? Lee Mountford’s latest descent into terror awaits. Read if you dare. #HorrorNovel #Supernatural #NewRelease #LeeMountford
• •Behold the face of your newest nightmare. The cover for [Book Title] is here, and it’s only a glimpse of the darkness that waits between the pages. What horrors do you think lie within? Let me know in the comments! Coming [Date]. #HorrorBooks #BookCoverReveal #LeeMountfordWrites #TerrifyingTales #HorrorCommunity
• •*(Visual: Quick cuts of spooky imagery, ending on the book cover)* Text Overlay 1: "They said the house was empty." Text Overlay 2: "They lied." Voiceover (eerie whisper): "[Book Title]. The new nightmare from Lee Mountford. Link in bio." #HorrorTok #ScaryStories #HauntedHouse #LeeMountford #MustReadHorror
• •Ever wondered what happens when the bumps in the night are real? In my latest novel, [Book Title], we don't just peek behind the curtain – we tear it down. Join the characters as they confront an evil that’s been festering for centuries. But be warned, some doors are best left unopened... What’s the scariest story you’ve ever been told? Share in the comments – I’m always looking for fresh nightmares! #HorrorAuthor #NewBook #SupernaturalHorror
• •Ready to lose some sleep? 💀 The entire 'Haunted' series is now [Discount/Offer] for a limited time! Dive into a world of relentless spirits and ancient evils. Your sanity not guaranteed. Find the terror here: [Link] #HorrorFiction #BookSale #LeeMountford #HauntedSeries #ScaryReads