# Sorted Brand Voice

> Confident, systematic, and results-driven with a subtle, knowing wit.

## Positioning
Sorted is a B2B marketing partner that builds "marketing machines" for companies in obscure or "boring" niches. They specialize in turning complex industry research into repeatable content engines that drive measurable growth.

## Voice principles
*   **Systematic:** Uses mechanical and industrial metaphors (machine, infrastructure, engine) to describe creative work.
*   **Confident:** Speaks from a position of quiet authority and proven success without using hyperbole.
*   **Direct:** Uses short, punchy sentences and clear headers that prioritize information over fluff.
*   **Niche-literate:** Demonstrates a comfort with "boring" or highly technical industries like legal tech and safety management.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Intriguing and slightly mysterious, implying a long-standing but quiet influence. |
| Case Studies | Analytical and objective, focusing on specific metrics and strategic pivots. |
| Service Descriptions | Functional and instructional, explaining the "how" behind the "what." |
| Performance Stats | Bold and unapologetic, using hard numbers to validate claims. |

## Lexicon
- **Use:** Marketing machine, core engine, niche, obscure, repeatable, experiment, infrastructure, strategic set, signature look, boring niche.
- **Avoid:** Creative agency, magic, storytelling, guru, disrupt, revolutionary (the brand favors "machine" and "process" over "inspiration").

## Messaging do's and don'ts
*   **Do:** Use hard numbers and percentages to prove value (e.g., 300% growth, 90,000 active users).
*   **Do:** Frame marketing as a series of experiments and feedback loops.
*   **Do:** Acknowledge when an industry is perceived as "dry" or "boring" and position that as an opportunity.
*   **Don't:** Use vague marketing jargon; be specific about the output (e.g., "245 long format articles" instead of "lots of content").
*   **Don't:** Sound desperate for attention; maintain the "you just didn't know it was us" persona.

## Evidence
*   "We’ve met before. You just didn’t know it was us." (Confident/Intriguing)
*   "The marketing machine... The infrastructure and tools that are the foundation." (Systematic)
*   "The fun in a boring niche... This was an experiment in an industry where content is expected to be dry and dull." (Niche-literate)
*   "300% web traffic growth in 2 years... +90,000 Active users." (Results-driven)
*   "Establish a repeatable content creation process." (Process-oriented)