Brand Tone

Approachable and Service-Oriented

Brand Values

• •Reliability
• •Speed
• •Customer Service
• •Focus on Squash

Best Practices

• •Prioritize "Helpful" Over "Hype": Always frame your copy around how the product or service helps the customer play better or more conveniently. Use a supportive tone rather than overly aggressive sales language.
• •Emphasize Core Strengths in Every Message: Consistently include keywords related to your main values like "fast shipping," "in stock," "express courier," and "happy to help" across all platforms and descriptions to reinforce your brand promise.
• •Keep it Direct and Simple: Avoid jargon where possible. The copy should be easy to understand for both seasoned players and newcomers. Get straight to the point about the product's benefits and the purchasing process.
• •Engage with the Community Authentically: When posting on social media, ask questions and encourage discussion about the sport itself, not just your products. This strengthens your position as a central part of the squash community, not just a seller to it.
• •Maintain a Consistent Australian Voice: Continue using language and references that resonate with your primary Australian and New Zealand audience. Mentioning local shipping locations, as is currently done, reinforces the brand's local identity and commitment.

Social Perception

Trusted Niche Retailer

Copy Examples

• •The new Tecnifibre line has landed! Lighter, faster, and ready for your toughest matches. As always, all racquets are in stock and ready for express overnight shipping. Don't wait to upgrade your game. Shop now at SquashDirect.
• •Australia's #1 Online Squash Store. Need it fast? Order by 2 PM for same-day express dispatch. We're here to get you on the court, quicker.
• •Hey [Customer Name], time to refresh your gear? Our Super Sale is on now! Get up to 40% off on select shoes, bags, and accessories. We know how much a reliable kit matters. Let us help you get yours. Thanks for being part of the SquashDirect community.
• •Weekend tournament coming up? Make sure your gear is ready to go. What's in your squash bag? Show us your setup in the comments! #SquashDirect #SquashLife
• •Grip, stability, and speed everything you demand from a court shoe. These new ASICS give you the agility to dominate the 'T'. In stock and ready to ship via our express overnight courier, so you can be wearing them in your next match.