Tono de Marca

Authentic, Passionate, Community-Oriented, Approachable, Grounded, Direct, Heartfelt, Enthusiastic, Results-driven

Valores de Marca

• •Quality and Durability
• •American Made
• •Customer Service and Community
• •Passion for Fishing
• •Value

Mejores Prácticas

• •Speak from the "We" Perspective: Always write as the "two American guys." Use "we," "us," and "our" to maintain the personal, small-business feel. This reinforces that customers are dealing directly with the passionate founders.
• •Highlight the "Handmade in America" Angle: Consistently mention that the products are "Hand-Poured in Maine" or "American Made." This is a core value and a major selling point that builds trust and patriotism.
• •Use Authentic, Enthusiastic Language: Employ words that reflect a genuine passion for fishing. Phrases like "boy do you Hook’em," "slayers," "insane durability," and "wobble like crazy" sound authentic coming from real anglers.
• •Showcase the Community: Prioritize user-generated content. Regularly feature customer photos, testimonials, and stories. Address your audience as "family" or "friends" to strengthen the community bond.
• •Focus on Durability and Value: In every relevant piece of copy, contrast your baits with the less durable, more expensive alternatives from "big companies." Emphasize the benefit: saving money and catching more fish with a single, reliable lure.

Percepción Social

Hookum'z is perceived as a trustworthy, high-quality, small business that genuinely cares about its customers and the sport of fishing. Customers see the brand as an underdog competitor to larger corporations, offering a superior and more durable product. The owners, Richard and Mike, are viewed as accessible, passionate experts who stand behind their products. This positive perception has fostered a loyal community of anglers who actively promote the brand and feel invested in its growth.

Ejemplos de Copy

• •Instagram Post (showing a customer with a large bass): Caption: Now THAT'S a hog! 😤 Huge congrats to our friend @[customer_handle] for landing this beauty on our Green Pumpkin Flicker Tail. This is what it's all about—handmade baits, American grit, and memories that last. Keep the pictures comin', family! #Hookumz #BassFishing #MadeInMaine #CustomerCatch
• •Facebook Ad (targeting anglers interested in competitors like Zoom or Yamamoto): Headline: Tired of soft baits that tear after one bite? Body: We were too. That's why two guys in a Maine garage started Hookum'z. We hand-pour every bait for insane durability and a wobble fish can't resist. Stop wasting money and start landing more fish. Support American-made and feel the difference. Call to Action: Shop Now
• •Website Banner: Text: Hand-Poured in Maine. Built to Last. Priced for the People. The last stick bait you'll ever need. Button: Discover Our Baits
• •Email Newsletter Subject Line: Subject: A note from our workshop + a fresh batch of "Money Maker" is ready! Body Preview: From our family to yours, we just poured some fresh magic. Get 'em before they're gone and see why our customers are callin' these the best baits, period.
• •Product Description (for the "Perch" stick bait): Our 5" Perch stick bait isn't just another lure; it's a game-changer. We designed the two-tone color contrast to trigger aggressive strikes, mimicking the flash of real bait fish. Unlike big-brand baits that fall apart, ours are built to withstand bite after bite, so you spend more time fishing and less time re-rigging. Heavily salt-charged with a legendary wobble on the sink, it pulls fish in and makes 'em hold on tight. Wacky rig it, Texas rig it—fish it your way and get ready to hook 'em.