# SourceKnowledge Brand Voice

> Professional, results-oriented, and high-scale.

## Positioning
SourceKnowledge is a performance-based advertising platform that connects retailers and affiliates with a vast publisher network. It focuses on delivering high-volume traffic that converts into measurable yield for advertisers and publishers alike.

## Voice principles
*   **Performance-driven:** Focuses on outcomes, numbers, and growth metrics.
*   **Direct:** Uses imperative verbs to prompt action without fluff.
*   **Authoritative:** Positions the brand as a "leading" entity with global reach and deep industry knowledge.
*   **Accessible:** Emphasizes the ease of getting started and the simplicity of the solution.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and ambitious. Focuses on leadership and scale. |
| Call to Action | Urgent and benefit-forward. Uses "Get" and "Increase." |
| Social Proof | Validating and communal. Uses testimonials to highlight ease of use. |
| Blog/Educational | Practical and tool-oriented. Focused on the "Winning Curve." |

## Lexicon
- **Use:** Performance-based, yield, convert, monetize, vertical, "The Open Web," plug into, traffic.
- **Avoid:** Not evident from captured copy (likely avoids "vague," "branding-only," or "awareness" as primary goals).

## Messaging do's and don'ts
*   **Do:** Use quantitative proof points (millions of clicks, thousands of campaigns).
*   **Do:** Address the two-sided marketplace clearly (Advertisers vs. Publishers).
*   **Do:** Use active verbs like "Increase," "Get," and "Monetize."
*   **Don't:** Use overly complex technical jargon that obscures the "easy to get started" value proposition.
*   **Don't:** Focus on soft metrics. Always tie the message back to conversions or yield.

## Evidence
*   "The Leading Performance Platform on the Open Web"
*   "Get traffic that converts"
*   "Increase your yield"
*   "SourceKnowledge by the Numbers"
*   "What stood out to us was how easy it was to get started."
*   "Are You Ready to Plug into SourceKnowledge?"