# Wistia Brand Voice

> A helpful, encouraging partner that makes professional video marketing feel accessible and efficient.

## Positioning
Wistia is an all-in-one video marketing platform for teams who need to create, host, and analyze video content without the complexity of a professional studio. It positions itself as the streamlined alternative to "tool overload" for marketing and operations professionals.

## Voice principles
*   **Empathetic:** Acknowledges the user's pain points (like tool overload) and offers a supportive solution.
*   **Accessible:** Uses plain language to demystify technical tasks like hosting, embedding, and syncing.
*   **Encouraging:** Frames video production as something "anyone on the team" can do with just a laptop.
*   **Results-oriented:** Focuses on the tangible outcomes of video, such as leads, signals, and actionable insights.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-energy and inviting. Uses questions to engage and clear value propositions to convert. |
| Social Proof | Validating and authoritative. Relies on customer success stories to prove ease of use. |
| Educational / Content | Expert and data-driven. Uses research and reports to provide "top-notch" advice. |
| Pricing / Action | Low-friction and transparent. Uses clear directives like "take it for a spin" to reduce risk. |

## Lexicon
- **Use:** Video-ing, tool overload, tech stack, actionable insights, polished, streamlined, "take it for a spin," signals, ad-free.
- **Avoid:** Not evident from captured copy (likely avoids overly cinematic or "Hollywood" jargon).

## Messaging do's and don'ts
*   **Do:** Emphasize that no special equipment is needed (e.g., "Just grab your laptop").
*   **Do:** Use active verbs like "boost," "syncs," "automate," and "streamline."
*   **Do:** Highlight the integration of video into the broader marketing workflow.
*   **Don't:** Use overly formal or corporate language; keep it conversational.
*   **Don't:** Focus solely on the "video" itself; focus on the "data" and "leads" the video generates.
*   **Don't:** Make the platform sound intimidating or exclusive to experts.

## Evidence
- "Tired of tool overload? We get it." (Empathy/Accessibility)
- "No studio needed. Just grab your laptop." (Encouraging/Accessible)
- "Views, clicks, and watches become signals." (Results-oriented)
- "Ready to take Wistia for a spin?" (Conversational/Low-friction)
- "Video management made easy!" (Simplicity)