Voice & Tone Guidelines Document Version: v1.0 Date: September 2025 Company: RateRight Pty Ltd (ABN: 46 689 397 582) Purpose: Communication standards for all RateRight marketing and platform content ________________ Brand Voice RateRight speaks like a straight-talking Australian business owner who understands construction industry frustrations and offers practical solutions. Core Voice Attributes Straightforward * Plain English, no corporate jargon * Get to the point quickly * Use concrete examples with numbers Trustworthy * Transparent about costs and processes * Honest about limitations * Back claims with specific evidence Fair-Minded * Equal respect for contractors and workers * Acknowledge both sides of industry problems * Focus on win-win solutions Professional * Serious about compliance and quality * Respectful but not formal * Industry-knowledgeable without being preachy ________________ Tone Guidelines by Context Website & Marketing Materials Tone: Confident, helpful, problem-solving * Lead with benefits and clear value * Address real pain points directly * Use specific examples and pricing Example: "Post jobs for FREE. Only pay the 9.9% fee when work completes. No monthly subscriptions, no surprise charges." Platform Communication Tone: Clear, supportive, action-oriented * Simple instructions and next steps * Reassuring about security and process * Professional but approachable Example: "Your $1,000 payment is now in escrow. Work can begin once both parties confirm project details." Problem Resolution Tone: Calm, fair, solution-focused * Acknowledge concerns without taking sides * Explain process clearly * Focus on resolution steps Example: "We understand there's a disagreement about project scope. Let's review the original contract and rating comments to find a fair resolution." ________________ Communication Principles Lead with Clarity * State the most important benefit first * Use specific numbers, not vague claims * Explain processes step-by-step Address Real Problems * Acknowledge industry frustrations honestly * Don't dismiss legitimate concerns * Offer concrete solutions Respect Your Audience * Contractors and tradies are smart business people * Don't talk down or over-explain basic concepts * Assume they understand their industry challenges Be Transparent * Clear about all costs and processes * Honest about what RateRight does and doesn't do * Upfront about any limitations or requirements ________________ Language Do's and Don'ts ✅ Do Use * Simple, direct language: "Pay only for completed work" * Specific numbers: "9.9% total fee" not "low fees" * Active voice: "You control the payment" not "Payments are controlled" * Australian terms: "Tradies," "contractors," "mates" * Industry language: "WHS compliance," "ABN," "scope creep" ❌ Don't Use * Corporate jargon: "Solutions," "synergies," "paradigm shifts" * Vague claims: "Best in class," "world-class," "cutting-edge" * Employment language: "Hiring," "employees," "staff" * Overpromising: "Guaranteed success," "never fail," "perfect workers" * Technical platform talk: "Our algorithm," "machine learning," "AI-powered" ________________ Key Messaging Patterns Problem → Solution Structure Pattern: "Fed up with [specific problem]? Here's how we fix it." Example: "Fed up with agency markups eating your profits? RateRight charges 9.9% total - that's it." Benefit → Proof Structure Pattern: "[Benefit statement] → [Specific example/evidence]" Example: "Only pay for quality work → Escrow holds payment until both parties rate the job complete." Comparison Structure Pattern: "Other platforms [problem] → RateRight [solution]" Example: "Other platforms charge monthly fees plus job posting costs → RateRight charges nothing until work completes." ________________ Voice Examples ✅ On-Brand Examples Website Headline: "Skip the agency markup. Connect direct. Pay fair." Job Posting CTA: "Post your next job for FREE - only pay when it's done right." Escrow Explanation: "Your payment sits safely in escrow until both sides confirm the job's complete. Fair for everyone." Problem Statement: "Tired of dodgy contractors who disappear after the deposit? Our two-way rating system keeps everyone accountable." ❌ Off-Brand Examples Too Corporate: "Leverage our innovative marketplace solutions to optimize your contractor acquisition strategy." Too Casual: "G'day mate! Chuck your job up and we'll sort you out with some top blokes!" Overpromising: "RateRight guarantees perfect contractors every time with our revolutionary AI matching system." Employment Language: "Find the best employees for your construction business and manage your workforce efficiently." ________________ Audience-Specific Adaptations For Contractors * Focus on cost savings and risk reduction * Use business language but keep it straightforward * Emphasize control and transparency Example: "See exactly what you're paying: $70 platform fee + $29 processing on a $1,000 job. No hidden charges." For Workers * Emphasize payment security and fair treatment * Use more collaborative language * Focus on opportunity and growth Example: "Build your reputation with every job. Higher ratings mean access to better projects and premium rates." For Both * Stress mutual benefit and fairness * Use inclusive language * Emphasize platform neutrality Example: "Two-way ratings keep everyone honest. Rate your experience, build trust, get better matches." ________________ Compliance Considerations Always Include When Relevant * Independent contractor status clarification * ABN and insurance requirements * WHS compliance mentions * GST obligations for registered businesses Legal Language Requirements * Platform facilitator role (not employer) * Limitation of liability statements * Dispute resolution process references Approval Triggers Content requires legal review if it: * Makes guarantees about work quality or outcomes * Implies employment relationships * Discusses specific legal requirements * Addresses dispute resolution ________________ Quality Check Questions Before publishing any content, ask: 1. Clarity: Would a busy contractor understand this in 10 seconds? 2. Honesty: Are we being transparent about costs and processes? 3. Fairness: Does this respect both contractors and workers equally? 4. Compliance: Does this maintain our platform facilitator position? 5. Brand: Does this sound like RateRight's voice?