Brand Tone

Expert & Knowledgeable, Customer-Centric & Service-Oriented, Professional & Trustworthy, Approachable & Helpful, Enthusiastic & Passionate

Brand Values

• •Comfort
• •Quality & Durability
• •Expertise & Guidance
• •Customer Satisfaction & Service
• •Integrity & Trust
• •Value

Best Practices

• •Always Prioritize "Comfort": This is the core of the brand. Every piece of copy should, in some way, relate back to the comfort, relaxation, and well-being the products offer.
• •Emphasize Expertise and Authority: Consistently highlight the specialized knowledge of Stressless® products, factory training, and the owner's involvement. Use confident and informative language.
• •Maintain a Personal and Approachable Voice: Even when discussing technical features, keep the language accessible and inviting. Encourage interaction (e.g., "Call us," "Chat with an expert"). Reflect the "small business service" ethos.
• •Build Trust Through Transparency: Clearly state affiliations (Authorized Dealer), warranty information, and service commitments. Be direct and honest in all communications.
• •Focus on Solutions and Benefits, Not Just Features: While detailing product features (e.g., ergonomic design, quality leather) is important, always connect them back to how they benefit the customer (e.g., "perfect lumbar support for pain-free relaxation," "durable materials for a chair that lasts generations").

Social Perception

Specialists/Experts, Personalized Retailer, Reliable

Copy Examples

• •Headline: Experience Unrivaled Comfort. Discover Your Perfect Stressless® Fit with SL Recliners. Body: At SL Recliners, we're not just furniture retailers; we're Stressless® experts dedicated to matching you with lasting comfort. Our team, trained at the Ekornes factory in Norway, understands every detail that makes Stressless® unique. Let us guide you to the recliner you'll never want to leave. Your journey to ultimate relaxation starts here.
• •Headline: Invest in a Lifetime of Comfort. SL Recliners: Your Trusted Stressless® Partner. Body: A Stressless® recliner is more than a chair; it's a commitment to your well-being. As factory-authorized dealers, SL Recliners ensures genuine quality, expert advice, and dedicated service. From personalized fittings in our showroom to nationwide white-glove delivery, we're with you every step. Because comfort this exceptional deserves service to match.
• •Headline: The Science of Comfort, The Art of Service. Only at SL Recliners. Body: Dive deep into the world-renowned ergonomics and Scandinavian design of Stressless® with SL Recliners. We share your passion for quality that endures. Our owner, Michael, and his team are personally invested in your satisfaction, offering insights and support you won't find anywhere else. Questions? We’re here to help you customize your comfort.
• •Headline: Don't Just Buy a Recliner. Gain a Comfort Expert. SLRecliners.com. Body: Navigating the world of premium recliners can be daunting. At SL Recliners, we simplify it. As dedicated Stressless® specialists, we offer more than just a sale – we offer personalized consultations, in-depth product knowledge, and a commitment to finding the perfect solution for your home and lifestyle. Experience the SL Recliners difference.
• •Headline: From Norway to Your Home: The SL Recliners Promise of Quality and Care. Body: We bring the legendary comfort of Stressless® direct to you, backed by our expertise and Lowest Price Promise. SL Recliners is proud to be a leading nationwide Stressless® retailer, offering a personal touch that makes all the difference. Explore our collection and let our factory-trained experts help you create your sanctuary of comfort.