Brand Tone

Passionate, knowledgeable, and community-focused; characterized by an enthusiast-to-enthusiast approach, approachable and helpful demeanor, and an informal and playful style.

Brand Values

• •Quality and Durability
• •Passion for the Hobby
• •Community Engagement
• •Customer Service
• •Fair Pricing

Best Practices

• •Speak as a Peer: Always write copy from the perspective of a passionate hobbyist. Use the community's slang (e.g., "thocky," "endgame," "clack") genuinely. The phrase "an extension of my love for Gaming, Tech, Mechanical Keyboards and accessories" perfectly encapsulates this.
• •Be Your First Customer: Emphasize that the products you sell are the same ones you use and trust. Mentioning personal experiences, like opening "many hundreds of switches" with a tool you sell, builds authenticity.
• •Keep it Human and Approachable: Use contractions (e.g., "you'll," "it's") and a slightly informal voice. The welcome message on the "About Us" page, "Many of you know me personally, and if not, let's make that happen," is a great example of this.
• •Highlight Quality and Value, Not Just Price: While mentioning fair prices is good, the focus should be on the quality, durability, and performance of the products. Frame purchases as long-term investments for a beloved hobby.
• •Foster Community in Your Copy: Actively invite people to join the conversation on Discord or to share their builds. Use inclusive language like "we" and "our community" to create a sense of belonging.

Social Perception

Overwhelmingly positive within its niche, perceived as a trusted, reliable, and fast vendor. It is seen as a community-oriented brand and an expert resource for mechanical keyboard enthusiasts.

Copy Examples

• •Stop scrolling, start clacking. We just restocked the Gazzew U4T switches everyone's been asking for. Get that deep, thocky sound you've been dreaming of. Built for enthusiasts, by enthusiasts. Shipped stupidly fast. Link in bio.
• •Your endgame starts here. We source and test the best switches, tools, and custom parts so you can build a keyboard that's truly yours. Quality components, fair prices, and a community of builders. Welcome to the workshop.
• •In today's video, we're doing a deep dive on the new GO-Popper V2. Is it the last switch opener you'll ever need to buy? We'll test it, compare it, and give you the no-fluff verdict. All products featured are available on our store (and yes, we use them ourselves!).
• •Hey everyone! We're stoked to launch our latest 'Cap of the Month'—a custom-milled aluminum artisan keycap. This one's a passion project, and we can't wait to see it on your builds. We're keeping the group buy short and sweet to get them to you ASAP. Thanks for being an awesome community!
• •Don't settle for stock. Your keyboard is an extension of you. From buttery smooth linear switches to durable, well-made tools, we've got the tech to upgrade your setup. Join the Stupid Bullets family and see why our shipping is almost as fast as our switches.