Brand Tone

A blend of professionalism and accessibility. The brand strives to appear trustworthy and focused on providing value, while the TikTok presence adds a layer of personality and directness.

Brand Values

• •Accessibility/Affordability
• •Quality Assurance
• •Customer Service
• •Transparency (attempted)
• •Value for Money
• •Sustainability (secondary value)

Best Practices

• •Be Direct and Clear: Especially when dealing with pre-owned goods, transparency is key. Clearly state what customers are getting, the condition of products, and warranty information. Avoid overly technical jargon.
• •Emphasize Value and Affordability: This is a core selling proposition. Consistently highlight how the brand offers a smart alternative to buying new, focusing on savings without significantly compromising on quality.
• •Incorporate a Human Touch (Inspired by Jack Mabaso): Even in more formal copy, maintain an approachable and friendly tone. Use "we" and "you" to create a connection. Acknowledge customer concerns proactively if possible. This reflects the personal engagement style seen on TikTok.
• •Build Trust Through Reassurance: Given the scam accusations, copy should actively work to build trust. Highlight quality checks, customer support, and any positive testimonials (if verifiably authentic). Address potential concerns implicitly or explicitly.
• •Maintain Consistency Across Platforms (while adapting to the medium): While TikTok allows for a more informal and direct style, the core messages of value, accessibility, and a commitment to the customer should remain consistent on the website, other social media, and any advertising. The underlying values should be recognizable regardless of the platform.

Social Perception

Divided: Positive/Interested and Negative/Skeptical. Influenced by Jack Mabaso's Persona. Awareness of Scams.

Copy Examples

• •Headline: Your Dream iPhone, Now Within Reach. Body: Get the iPhone experience you've always wanted without breaking the bank. At 20PERCENT.CO.ZA, we bring you top-quality, pre-owned iPhones, fully tested and ready for you. Shop smart, live better. #20PERCENTSmartTech #UsedIphonesSA
• •Headline: Real Quality, Real Value. That's the 20PERCENT Promise. Body: Worried about buying used? We get it. That's why every iPhone we sell goes through rigorous checks to ensure you get a device you can trust. Plus, Jack and the team are always here to help! Quality tech at prices you'll love. #JackMabasoApproved #QualityUsedTech
• •Headline: Why Pay More? Unlock Savings with 20PERCENT.CO.ZA. Body: Get your hands on premium iPhones and awesome tech without the premium price tag. Fast delivery across South Africa and customer service that cares. Check out our deals today! #AffordableTechSA #20PERCENTDeals
• •Headline: Join the 20PERCENT Family – Smart Tech for Smart People! Body: We're more than just a store; we're a community passionate about making great technology accessible to everyone in SA. Have questions? DM us or catch Jack live on TikTok! #TechForEveryone #20PERCENTCommunity
• •Headline: Straight Talk, Great iPhones. Body: No confusing jargon, just honestly good pre-owned iPhones at fair prices. We believe everyone deserves access to quality tech. See what's new at 20PERCENT.CO.ZA. #HonestTechDeals #SAiPhoneStore