Brand Tone

Problem/Solution Oriented and Reassuring

Brand Values

• •Confidence
• •Discretion
• •Practicality

Best Practices

• •Focus on the "Why," Not Just the "What": Always connect the product feature (insoles) to the emotional benefit (confidence, presence, self-esteem). The customer isn't just buying insoles; they're buying a feeling.
• •Maintain a Reassuring Tone: Use words that build trust and alleviate anxiety. Terms like "discreet," "comfortable," "secure fit," and "natural feel" should be common in all copy.
• •Emphasize Invisibility: The "secret" aspect is a major selling point. Consistently mention how the product is undetectable in website copy, FAQs, and advertisements to address this key customer concern.
• •Speak Directly to the Problem: Acknowledge the customer's desire to be taller in a straightforward but empathetic way. Use headlines that call out the problem to show you understand their motivation.
• •Use "You-Centric" Language: Frame all copy around the customer. Instead of "Our insoles are made of...", try "You'll experience all-day comfort with..." This makes the message more personal and compelling.

Social Perception

A Tool for Insecurity

Copy Examples

• •Step Into Your Confidence. The invisible lift that changes how you see the world—and how it sees you.
• •Undetectable Design: Crafted to fit seamlessly inside your favorite shoes. Your height increase is your secret, and ours.
• •The extra two inches you can't see are the ones that make you stand out. Elevate your presence with Iguerburn.
• •Ready for a new perspective?
• •Choose Your Height