Brand Tone

Approachable, Relatable, Enthusiastic, Passionate, Educational, Informative, Honest, Transparent, Humorous, Engaging, Down-to-Earth

Brand Values

• •Empowerment through Education
• •Accessibility
• •Craftsmanship and Quality
• •Honesty and Authenticity
• •Community
• •Pragmatism

Best Practices

• •Speak from Experience (and be honest about it): Share your own journey, including the learning curves and mistakes. This builds relatability and trust. Example: I used to struggle with [common problem] too, until I figured out this simple trick...
• •Focus on Empowerment and Education: Frame your content around helping your audience learn and succeed. Use clear, encouraging language. Example: You've got this! With these steps, you'll be building [desired outcome] in no time.
• •Keep it Real and Relatable, Especially for the Target Audience: Acknowledge the common constraints and aspirations of hobbyist woodworkers (e.g., small shops, budget tools, desire for quality). Avoid overly technical jargon where simpler terms suffice. Example: No giant jointer? No problem! Here's how to get straight edges with tools you likely have.
• •Inject Personality and Enthusiasm: Let your genuine passion for the subject shine through. Don't be afraid to use a bit of humor or an engaging, conversational style that reflects how you speak in your videos. Example: I'm so stoked to share this new project with you – it's a game-changer for organizing your [shop item]!
• •Be Direct and Value-Oriented: Clearly state the benefits of your products, plans, or content. Cut out unnecessary fluff and get to the point, respecting your audience's time, much like the zero fluff approach in the video courses. Example: This plan will save you hours of frustration and wasted material by...

Social Perception

Helpful, Knowledgeable, Inspiring, Relatable, Trustworthy, Engaging Creator

Copy Examples

• •Website Banner for a New Course: Tired of that wobbly workbench? Build the 'Stupid Simple, Stupid Strong' workbench with me! Perfect for small shops and beginner skills. Lifetime of projects starts here. Enroll Now!
• •Instagram Post for a Project Plan: From a pile of 2x4s to this beauty! My latest plan breaks down every cut and screw. No fancy tools needed, just your hands and a bit of sawdust therapy. Grab the plans – link in bio! #SmallShopBigProjects #WoodworkingPlans #DIYWoodworking
• •YouTube Video Intro Snippet: Think you need a massive workshop and a trust fund to make great furniture? Think again. Today, I'm showing you how to achieve [specific awesome result] with tools you probably already own, right in your [small space, e.g., garage]. Let's get building!
• •Email Subject Line for Newsletter: My Biggest Workshop Mistake (and how YOU can avoid it!)
• •Product Description for Digital Plans: Stop guessing, start building. These detailed, no-fluff plans for the [Project Name] are designed for clarity. I've made the mistakes so you don't have to. Includes full cut list, step-by-step 3D diagrams, and tips for small shop success. Download and build with confidence today!