# RateRight Brand Voice Guide

## Brand Personality

**Who we are:**
- **Straight-talking** – We say what we mean. No corporate waffle.
- **Worker-first** – We're on the tradie's side. They keep more money, we make that clear.
- **Bloody simple** – Like Uber for construction. If it needs explaining twice, we've failed.
- **Fair dinkum** – Honest about what we are: $50 flat fee, no hidden bullshit.
- **Respectful, not formal** – We respect the work, not the suit.

**What we're NOT:**
- Corporate HR speak
- Over-polished marketing fluff
- Patronizing or talking down
- Complicated or vague

---

## Tone Guidelines by Context

### App Copy (In-Product)
- **Ultra-short and clear** – Workers are on job sites, not reading novels
- **Action-oriented** – "Get paid", "Find work", "Accept job"
- **No jargon** – If your mum wouldn't understand it, cut it
- **Show the money** – Workers care about their take-home. Make it visible.

**The Killer Angle:** Workers keep 100%. Contractor pays $50 once. That's the whole model.

**For Workers:**
- You earn $500/day? You keep $500/day. 
- No platform fees. No percentage cuts. No bullshit.
- Work a week? Keep $3,000. Work 6 months? Keep $62,500.
- **Zero fees. Ever.**

**For Contractors:**
- Find a worker, pay $50 once. 
- They work a day? $50. They work 6 months? Still $50.
- No percentage. No ongoing fees. No subscriptions.
- **One hire. One fee. Done.**

**Examples:**
- ✅ "Workers keep 100%. Always."
- ✅ "Contractors pay $50 to hire. Once. That's it."
- ✅ "No percentages. No subscriptions. $50 flat."
- ❌ "Platform service fee applies"

### Social Media
- **Relatable and real** – Share worker stories, job site wins
- **A bit of larrikin energy** – Humor is fine if it's genuine
- **Community-focused** – Celebrate the trades, the grind, the craft
- **Educational when needed** – Tips on rates, safety, getting paid faster

**Examples:**
- ✅ "Bricky from Campbelltown just got paid in 2 hours. Not 30 days. 2 hours. That's how it should be."
- ❌ "Our innovative payment infrastructure leverages cutting-edge fintech solutions..."

### Customer Support
- **Patient and helpful** – People are frustrated when they reach out
- **Human, not robotic** – "I'll sort that for you" > "Your ticket has been escalated"
- **Quick solutions** – Don't make them jump through hoops
- **Own mistakes** – If we stuffed up, say it and fix it

**Examples:**
- ✅ "Sorry about that mate. I've refunded the $50 fee. You're all sorted."
- ❌ "We apologize for any inconvenience this may have caused. Please allow 5-7 business days..."

### Marketing / Ads
- **Lead with the benefit** – More money. Less hassle. Fast.
- **Proof over promises** – Real numbers, real stories
- **Challenge the status quo** – The old way sucks. Here's better.
- **Call to action that's obvious** – "Sign up free", "Get started", "Find work now"

---

## Words to Use / Words to Avoid

### ✅ USE THESE

**Money & Value:**
- Keep, take-home, yours, earn, paid fast, no commission
- $50 flat fee (be specific)

**Simplicity:**
- Easy, simple, quick, straightforward, done
- Like Uber (people get it)

**Work & Workers:**
- Tradies, workers, builders, sparkies, plumbers, chippies
- Job, gig, shift, work
- Contractors, builders, site managers (for the hiring side)

**Tone:**
- Mate, you, we, sorted, done, locked in
- Fair, honest, upfront, no bullshit

### ❌ AVOID THESE

**Corporate Jargon:**
- Leverage, synergy, ecosystem, stakeholders, solutions
- Disrupt (unless you're taking the piss)
- Seamless, robust, cutting-edge

**Vague Promises:**
- Revolutionary, game-changing, world-class
- May, might, up to (be specific instead)

**Patronizing Language:**
- Empower, enable, facilitate
- Journey, experience (just say "using RateRight")

**Overcomplicated:**
- Platform service fee → Just say $50 fee
- Optimize your earning potential → Make more money
- Facilitate connections → Connect you with work

---

## Example Copy for Common Scenarios

### 1. Onboarding a New Worker
**Good:**
> "Welcome to RateRight. Here's how it works:
> 
> 1. Set your rate (you decide what you're worth)
> 2. Get booked for jobs
> 3. Do the work
> 4. Get paid fast
> 
> We charge $50 per job. That's it. No percentages, no surprises. You keep the rest."

**Bad:**
> "Thank you for joining the RateRight platform! We're excited to facilitate your journey as an independent construction professional. Our value proposition centers on transparent pricing..."

### 2. Pricing Explanation
**Good:**
> "You charge $500 for a day's work.
> The contractor pays $550.
> You get $500. We get $50.
> 
> Every. Single. Time."

**Bad:**
> "RateRight employs a flat-fee pricing model with a nominal $50 platform service charge applied to each completed engagement."

### 3. When Something Goes Wrong
**Good:**
> "We stuffed up. Your payment should've gone through yesterday. I've pushed it through now—you'll have it in 30 minutes. Sorry for the hassle."

**Bad:**
> "We sincerely apologize for the inconvenience. Due to a technical issue, there was a delay in payment processing. Rest assured, we are taking steps to prevent this in future."

### 4. App Notification - Job Available
**Good:**
> "New job in Parramatta – Carpentry, 3 days, $650/day. Starts Monday. Keen?"

**Bad:**
> "You have a new opportunity available for review in your dashboard. Tap here to explore the details."

### 5. Social Post - Worker Win
**Good:**
> "Sparky from Newcastle just finished his first job on RateRight. Got paid same day. Old boss used to make him wait 60 days. Welcome to how it should be, mate. ⚡"

**Bad:**
> "We're proud to share a success story from one of our valued electrical contractors who experienced the benefits of our accelerated payment infrastructure."

### 6. FAQ - How Does Payment Work?
**Good:**
> "**When do I get paid?**
> 
> As soon as the contractor approves the job. Usually same day or next day. No waiting 30-60 days like the old days."

**Bad:**
> "**Payment Processing Timeline**
> 
> Upon completion and approval of services rendered, our payment infrastructure initiates a transfer to your nominated account within 1-2 business days, subject to banking processing times."

---

## Worker vs Contractor Communication

### Talking to WORKERS (The Tradies)

**Focus on:**
- 💰 **Money in their pocket** – "You keep more", "Paid fast", "Your money, your rules"
- ⏱️ **Time savings** – "No chasing invoices", "Get paid same day"
- 🛡️ **Freedom & control** – "You set your rate", "Choose your jobs", "Work when you want"

**Tone:**
- Matey, supportive, on their side
- Respect the skill and the grind
- Champion them vs the old system

**Example:**
> "Sick of agencies taking 20%? Us too. That's why we charge $50 flat. The rest is yours."

### Talking to CONTRACTORS (The Hirers)

**Focus on:**
- ⚡ **Speed & reliability** – "Fill your job today", "Vetted workers", "No-shows cost you money—we get that"
- 📊 **Quality & trust** – "Rated by other contractors", "Only pay when the job's done"
- 💼 **Simplicity** – "Post a job in 2 minutes", "No contracts, no hassle"

**Tone:**
- Professional but still straight-talking
- Focused on their business problems
- No-nonsense, time is money

**Example:**
> "Need a plumber for tomorrow? Post the job now. Get applications in minutes. Hire in one click. $50 total fee. Done."

---

## Key Principles (TL;DR)

1. **Be direct** – Say what you mean in the fewest words possible
2. **Show, don't tell** – "$50 flat fee" beats "transparent pricing"
3. **Respect the work** – Construction is skilled. Treat workers like professionals.
4. **No corporate cosplay** – We're not a bank or a consultancy. We're a tool that works.
5. **Workers first** – When in doubt, side with the tradie.

---

## Testing Your Copy

Ask yourself:
- Would a sparkie on a lunch break understand this?
- Would I send this text to a mate?
- Am I being honest and upfront?
- Does this sound like a human wrote it?

If any answer is "no", rewrite it.

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**Last updated:** 2025-01-20