Tono de Marca

Educational, direct, and demystifying. The tone is often contrarian, challenging industry practices with a personal, conversational, yet authoritative and brutally honest voice, aiming to reveal secrets and build trust.

Valores de Marca

• •Transparency and Honesty
• •Value for Money
• •Education
• •Trust
• •Quality Craftsmanship

Mejores Prácticas

• •Lead with the "Why": Always anchor the copy in the brand's core mission: fighting industry dishonesty. Every piece of content should, in some way, tie back to the story of providing a trustworthy, transparent alternative.
• •Use the Founder's Voice: Write as Robert would speak—direct, knowledgeable, and slightly rebellious. Use "I" and "my" to maintain the personal, insider feel. Phrases like "Here's the truth," "Don't fall for it," and "Let me break it down" reinforce this tone.
• •Educate, Then Sell: The primary goal is to empower the customer with knowledge. Content should first offer valuable information (how to spot a fake, why something is overpriced, care tips) before introducing a product. The sale should feel like a natural solution to the problems discussed.
• •Champion the Customer: Frame the brand as being on the customer's side against the "big guys." Use language that positions the reader as a savvy buyer who is now "in on the secret." This builds a loyal community.
• •Be Specific and Transparent: Avoid vague marketing terms. Instead of "high-quality," say "Solid 925 Sterling Silver with rhodium plating." When criticizing competitors, explain why something is a bad value (e.g., "You're paying for overheads and branding, not materials"). This specificity builds credibility and proves the brand's commitment to transparency.

Percepción Social

A trustworthy and expert authority, seen as a consumer champion who exposes industry secrets for the average buyer's benefit.

Ejemplos de Copy

• •Tired of paying for a brand name instead of for quality? We were too. That's why we don't have big marketing budgets or fancy high-street stores. Just timeless, expertly crafted jewellery at a fair price. This is honesty, cast in silver.
• •Headline: This £500 bracelet costs less than £100 to make. Shocked? Don't be. You're paying for their rent, not for real quality. Want to know the 3 secrets they don't want you to ask? 👇 #JewelleryTruth #HonestJewellery #ValueForMoney #JewelleryTips
• •Subject: The Real Reason Your Jewellery Tarnishes (And It's Not Your Fault) Hi [Name], Have you ever been told that your silver tarnished because you didn't care for it properly? That's only half the story. The truth is, many big brands use inferior alloys that are prone to tarnishing, then blame you. At The Jewellery Merchant, we believe in empowerment through knowledge. Here’s what you really need to know about keeping your silver pristine for life...
• •Feel the difference of solid 925 Sterling Silver. This isn't a lightweight, hollow piece designed for a big markup. It's a substantial, handcrafted bangle, rhodium-plated for a lasting shine that won't fade. Designed to be worn daily and cherished for a lifetime. The price? Fair. The quality? Uncompromised. That's our promise.
• •Stop funding brand hype. Start investing in craftsmanship. For 30 years, my family has been in the jewellery trade, and I'm sharing the industry's secrets to help you buy smarter. Follow us for brutally honest reviews, insider tips, and to see jewellery made with integrity. #TheJewelleryMerchant #HonestReviews #Craftsmanship #UKJeweller