Brand Tone

Passionate, Authentic, Value-Driven

Brand Values

• •Angler-Centric Passion
• •Uncompromising Quality & Performance
• •Accessible Value
• •Proven Effectiveness

Best Practices

• •Lead with Passion, Follow with Features: Always start from the perspective of a passionate angler. Use emotive language that speaks to the experience of fishing first, then introduce the product features (silver plating, brass construction) as the tools that enhance that experience.
• •Reinforce the Value Proposition: In almost every piece of copy, reiterate the core message of 'high-quality at a fair price.' Directly contrast the quality of your components (Mustad hooks, VMC hooks) with the affordability.
• •Speak the Angler's Language: Use authentic fishing terminology correctly (e.g., 'strike zone,' 'float down,' 'solid set,' 'action'). This builds credibility and shows you are a genuine part of the community.
• •Let Proof Be the Hero: Center your marketing around evidence. Use customer photos, catch videos, and direct testimonials. Frame the copy around their success (e.g., 'See what anglers are catching with the...').
• •Maintain Authenticity and Relatability: Continue telling the brand's origin story. Acknowledge the shared pain points of fishing, like losing lures. This humanizes the brand and transforms customers into a loyal community.

Social Perception

Perceived as high-quality, durable, effective, and trustworthy, offering excellent value for money.

Copy Examples

• •The only thing that stings is the fight. Not the price. Our Glory Spoons are built with genuine silver plating and corrosion-resistant brass because trophy fish don't fall for cheap alternatives. Gear up with quality that works, without emptying your wallet. #PrimeLures #FishOn #SalmonFishing #Angler
• •Born from 40 years of passion and frustration with overpriced gear. We built Prime Lures to give you the edge. Real silver plating, Mustad hooks, and proven action that drives salmon and steelhead crazy. Stop losing $8 lures. Start catching more fish. Shop now and feel the difference.
• •Get down to where the big ones live. Our Weighted Spinner is engineered with a torpedo-shaped brass body to cast farther and swim deeper, keeping you in the strike zone longer. The genuine silver-plated blade delivers maximum flash to trigger aggressive bites, while a razor-sharp Mustad UltraPoint hook ensures a solid set. It's the performance you demand, at a price that makes sense. Because a lost lure should only be a minor inconvenience, not a major loss.
• •We're not a faceless corporation. We're anglers, just like you. We know the feeling of a pre-dawn start, the frustration of a snag on the first cast, and the pure adrenaline of a float-down strike. That's why we started Prime Lures Co. — to craft the lures we wanted to fish with: tough, deadly effective, and affordable enough to have a few extras in the box. This isn't just business; it's our passion.
• •We took our 2/5oz Glory Spoon to the Fraser River to show you exactly how it performs. Watch its irresistible side-to-side action and see the explosive strikes it provokes! All our lures are built with brass, real silver, and premium hooks because we believe every angler deserves gear that truly works.