Brand Tone

Professional, Dependable, and Straightforward

Brand Values

• •Quality
• •Simplicity
• •Efficiency

Best Practices

• •Lead with the Benefit: Always start with the *why* before the *what*. Instead of 'We sell foam sealant,' use 'Lower your energy bills with our easy-to-use foam sealant.' The primary motivations are saving money and comfort.
• •Use Simple, Action-Oriented Language: Employ words like 'Stop,' 'Seal,' 'Protect,' and 'Save.' The copy should sound as easy and straightforward as the product is to use. Avoid overly technical jargon.
• •Reinforce the 'DIY-Pro' Angle: Consistently message that Fitz Rite empowers homeowners to achieve professional-quality results without the professional cost or complexity. Use phrases like 'Your DIY Secret Weapon' or 'The Pro's Choice for Home Use.'
• •Focus on Practical Scenarios: Create content around specific use cases: sealing a drafty window frame before winter, closing gaps under a sink to stop pests, or weatherproofing a new door installation. This makes the product's value tangible.
• •Maintain a Trustworthy, No-Nonsense Tone: Avoid overly clever, humorous, or trendy language. The brand's strength is its dependability. The copy should be clear, confident, and helpful, positioning the brand as a reliable expert in home weatherization.

Social Perception

Niche and Product-Driven

Copy Examples

• •Stop heating the neighborhood. Seal every gap with Fitz Rite's EZ-Fit Foam and watch your energy bills drop.
• •Pro-level weatherproofing, no contractor needed. Just point, spray, and seal. It's that simple.
• •That persistent draft isn't just annoying —it's costing you money. The solution is in this can. Fitz Rite seals gaps in minutes for a warmer, more efficient home.
• •...Our unique Rip-n-Stick foam doesn't just fill gaps; it creates a permanent, water-resistant bond that protects your home from moisture, drafts, and pests for years to come.
• •Is Your Home Ready for Winter? Seal the Deal on Savings.