# Hover Brand Voice

> Friendly, straightforward, and encouraging, like a helpful expert who values your time.

## Positioning
Hover is a domain and email service provider for creators, small businesses, and techies. It positions itself as an intuitive, "no-nonsense" alternative that prioritizes ease of use and human support over aggressive sales tactics.

## Voice principles
*   **Approachable:** Uses casual, conversational language (e.g., "Oh yes," "techies," "big & small") to make technical tasks feel less daunting.
*   **Empowering:** Focuses on the user's potential and brand growth, using active verbs like "shine," "stand out," and "build."
*   **Transparent:** Communicates value and features directly without industry jargon or hidden caveats.
*   **Human-centric:** Emphasizes the people behind the product and the support team, rather than just the technology.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold, aspirational, and welcoming. |
| Product Features | Practical, benefit-driven, and reassuring. |
| Customer Support | Friendly, personal, and solution-oriented. |
| Educational/Advice | Instructive, clear, and authoritative but kind. |

## Lexicon
- **Use:** Perfect domain, shine, stand out, techies, budding idea, friendly humans, incredible support, simple and intuitive, big & small.
- **Avoid:** Not evident from captured copy (though the copy avoids aggressive "limited time" or "buy now" urgency language).

## Messaging do's and don'ts
*   **Do:** Use contractions (it’s, we’d, you’re) to maintain a conversational feel.
*   **Do:** Address the user directly as a creator or business owner.
*   **Do:** Highlight "Free" and "Included" benefits like Whois privacy to build trust.
*   **Don't:** Use overly formal or corporate language.
*   **Don't:** Overcomplicate the technical process; keep descriptions "concise and clear."
*   **Don't:** Use aggressive sales pressure; focus on "helping" rather than "selling."

## Evidence
*   "Help from friendly humans."
*   "Products that help your brand shine."
*   "Oh yes, you really do want to register your domain name."
*   "Whether it’s a budding idea, growing startup, or thriving enterprise."
*   "Keep things simple and intuitive."
*   "Techies and non-techies alike love Hover."