# Disco Brand Voice

> Professional, high-velocity, and results-oriented copy that focuses on the compounding value of commerce media.

## Positioning
Disco is a commerce media platform and monetization layer that uses cross-brand purchase data and AI to match high-intent shoppers with relevant offers. It serves B2B2C SaaS platforms, advertisers, and publishers looking to turn every digital touchpoint into incremental profit.

## Voice principles
- **Direct and Declarative:** Uses short, punchy sentences that state facts without fluff (e.g. "Each surface stacks. Revenue compounds.").
- **Efficiency-Focused:** Emphasizes speed of implementation and ease of use through technical terms like "One API integration" and "Launch in an Hour."
- **Outcome-Oriented:** Prioritizes financial results and performance metrics, focusing on yield, profit, and verified purchase data.
- **Intelligent:** Positions the technology as a sophisticated "monetization layer" powered by AI and data, rather than just an ad network.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and expansive. Uses "Everywhere" and "Intelligent" to signal scale and tech-superiority. |
| Product Features | Technical and additive. Focuses on how features "stack" and "compound" to create value. |
| Pricing/Revenue | Transparent and mathematical. Uses concrete figures and clear definitions of profit (CPA, CPC, CPE). |
| FAQ/Support | Helpful and clarifying. Uses plain language to define industry terms like "post-purchase advertising." |

## Lexicon
- **Use:** Monetization layer, high-intent shoppers, incremental profit, touchpoints, non-endemic, yield, compounding, native, cross-brand data.
- **Avoid:** Ads (use "Offers" or "Commerce Media"), ugly (use "Native" or "Look and feel"), slow (use "Launch in an hour"), guessing (use "AI-powered" or "Verified").

## Messaging do's and don'ts
- **Do:** Use active verbs like "Monetize," "Acquire," "Reach," and "Turn."
- **Do:** Emphasize the scale of the network (160M+ shoppers).
- **Do:** Highlight the seamless nature of the integration (Native, matches look and feel).
- **Don't:** Use vague marketing jargon; stick to commerce-specific terminology.
- **Don't:** Focus on the "ad" experience; focus on the "shopper" and "offer" experience.
- **Don't:** Over-promise without mentioning the data (AI, cross-brand purchase data) that makes it possible.

## Evidence
- "Each surface stacks. Revenue compounds." (Direct/Declarative)
- "The complete monetization layer." (Positioning)
- "Pure incremental profit." (Outcome-oriented)
- "Offers match your look and feel, not ugly ads." (Lexicon/Tone)
- "160M+ shoppers across the Disco network." (Scale-focused)