# Hypertry Brand Voice

> Practical, momentum-driven, and educational voice that demystifies growth hacking through structured methodology.

## Positioning
Hypertry is a growth implementation platform and consultancy for businesses that need to move past scattered ideas into a disciplined habit of experimentation. It serves teams looking to align their actions with core metrics like the North Star and Product-Market Fit.

## Voice principles
*   **Methodical:** Uses specific industry terminology (sprints, drivers, experiments) to provide a sense of structure and process.
*   **Empathetic:** Acknowledges common frustrations like "learnings in thousands of different emails" or "not feeling aligned" to build rapport.
*   **Outcome-oriented:** Focuses heavily on the end result, specifically reaching KPIs and establishing a self-sustaining "habit" of growth.
*   **Direct:** Uses "You" and "Your team" frequently to create a personal, coaching-style relationship.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and enabling: focuses on providing "everything you need" to start. |
| Educational / Blog | Definitional and clear: explains complex concepts like North Star metrics simply. |
| Pricing / Plans | Functional and tiered: clearly distinguishes between "Self-Success" and "Consulting." |
| Sales / Value Prop | Problem-solving: identifies specific business pains (e.g., lack of ideas) and offers the fix. |

## Lexicon
- **Use:** Growth methodology, head start, insp (inspirations), sprint management, business units, North Star metric, product-market fit, rapid execution, habit of experimenting.
- **Avoid:** Not evident from captured copy (though the brand avoids overly "fluffy" marketing jargon in favor of technical growth terms).

## Messaging do's and don'ts
*   **Do:** Emphasize the transition from chaos to order (e.g., moving from scattered emails to a central platform).
*   **Do:** Use action-oriented verbs like "implement," "execute," "train," and "achieve."
*   **Do:** Highlight the "blended" nature of the service (SaaS + Consulting).
*   **Don't:** Use passive voice; keep the focus on the team taking action.
*   **Don't:** Over-promise "magic" results; focus on the "methodology" and "habit" instead.

## Evidence
*   "Everything you need to implement growth" (Outcome-oriented)
*   "Your learnings are in thousands of different emails... you feel your team is not aligned" (Empathetic/Problem-solving)
*   "Once your team establishes the habit of experimenting, you're good to go" (Methodical/Direct)
*   "What is North Star metric? In growth hacking methodology..." (Educational)