# Hover.to Brand Voice

> Professional, efficient, and authoritative, using active verbs to promise precision and speed.

## Positioning
Hover is a measurement and design platform for construction and insurance professionals. It transforms property photos into accurate 3D models to streamline estimating, designing, and project documentation.

## Voice principles
*   **Action-Oriented:** Use strong, imperative verbs like "Measure," "Design," "Estimate," and "Scan" to lead every thought.
*   **Precise:** Focus on accuracy and data-driven confidence, avoiding vague marketing fluff in favor of concrete outcomes.
*   **Efficient:** Use short, punchy sentences that mirror the speed of the product itself.
*   **Reliable:** Establish trust by referencing industry standards, "real materials," and "brands you trust."

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Direct and all-encompassing. Focuses on the "all-in-one" value proposition. |
| Feature Descriptions | Instructional and benefit-led. Explains exactly what the user gets (e.g., "Get accurate measurements"). |
| Pricing / Plans | Transparent and tiered. Clearly distinguishes between occasional use and "operating at scale." |
| Social Proof | Validating. Uses numbers and testimonials to prove industry adoption. |

## Lexicon
- **Use:** Accurate, 3D model, photo-realistic, integrated, confidence, scale, real materials, construction pros, streamline.
- **Avoid:** "Magic" (use "Scan to start"), "Cheap" (use "Cost estimates"), "Pictures" (use "Photos" or "3D model"), "Maybe" (use "With confidence").

## Messaging do's and don'ts
*   **Do:** Emphasize that the platform handles the entire workflow from measurement to estimate.
*   **Do:** Use "Real" to describe materials and products to highlight the accuracy of the visualization.
*   **Do:** Highlight the lack of friction (e.g., "no credit card needed," "fits right into your CRM").
*   **Don't:** Use overly technical jargon that might alienate a general contractor or homeowner.
*   **Don't:** Make the process sound manual; emphasize the automated nature of the 3D model generation.
*   **Don't:** Forget to mention the insurance aspect, as the copy positions it as a dual-purpose platform.

## Evidence
- "Measure, design, and estimate all in one" (Action-oriented/All-in-one positioning).
- "Calculate estimates with confidence" (Reliability/Precision).
- "For businesses that want to close faster" (Efficiency/Business value).
- "Typical single-family home with a few rooflines" (Concrete/Clear lexicon).
- "Integrated everywhere" (Connectivity/Workflow focus).