diff --git a/skills/brand-voice-enforcement/references/before-after-examples.md b/skills/brand-voice-enforcement/references/before-after-examples.md index dd3624a..c362f88 100644 --- a/skills/brand-voice-enforcement/references/before-after-examples.md +++ b/skills/brand-voice-enforcement/references/before-after-examples.md @@ -2,78 +2,193 @@ Concrete examples showing how brand voice enforcement transforms generic content into on-brand output. Each example shows the generic version, the enforced version, and annotations explaining what changed and why. -These examples use a fictional B2B SaaS company for illustration. During enforcement, replace all specifics with data from the user's actual brand guidelines and context. +These examples use a fictional B2B SaaS company for illustration. During enforcement, replace all specifics (data points, product names, metrics) with data from the user's actual brand guidelines and context. ## Cold Outreach Email ### Before (Generic) +``` Subject: Quick question about your sales process -Hi [Name], I wanted to reach out because I think our product could be a great fit for your team. Would you be open to a quick 15-minute call? +Hi [Name], + +I wanted to reach out because I think our product could be a great fit +for your team. We offer an AI-powered platform that helps sales teams +be more productive. + +Would you be open to a quick 15-minute call to learn more? + +Best, +[Sender] +``` ### After (Brand Voice Enforced) +``` Subject: [Company] is leaving pipeline on the table -Hi [Name], Your team closed $12M last quarter — impressive. But our data shows mid-market teams like yours typically lose 23% of qualified pipeline to slow follow-ups. [Product] fixes that. [Customer X] saw their win rate jump 18% in the first quarter. Worth 15 minutes? +Hi [Name], + +Your team closed $12M last quarter — impressive. But our data shows +mid-market SaaS teams like yours typically lose 23% of qualified pipeline +to slow follow-ups. + +[Product] fixes that. We help sales teams respond to buying signals in +real time, not hours later. [Customer X] saw their win rate jump 18% +in the first quarter. + +Worth 15 minutes to see if the numbers apply to [Company]? + +[Sender] +``` ### What Changed -- **Voice: Confident** — leads with bold claim and specific data -- **Voice: Data-driven** — concrete numbers replace vague "more productive" -- **Voice: Direct** — no "I wanted to reach out" -- **Tone: Energy HIGH** — active language, short sentences +- **Voice: Confident** — leads with a bold claim and specific data (not "I think our product could be") +- **Voice: Data-driven** — concrete numbers (23%, 18%, $12M) replace vague "more productive" +- **Voice: Direct** — gets to the point immediately, no "I wanted to reach out" +- **Tone: Energy HIGH** — active language, short sentences, urgency - **Tone: Formality MEDIUM** — professional but conversational -- **Tone: Technical depth LOW** — outcomes, not features +- **Tone: Technical depth LOW** — outcomes and impact, not feature descriptions +- **Terminology**: "buying signals" and "pipeline" (industry-specific but accessible to VP Sales) ## Follow-Up Email -### Before -Just following up on my previous email. I'd love to schedule a call. +### Before (Generic) +``` +Hi [Name], -### After -Quick update: we just published our Q4 benchmark report. Three insights relevant to [Company]: (1) Teams using real-time signals close 31% faster. (2) The #1 pipeline killer is response time, not competition. (3) Mid-market wins are 15% larger when reps personalize within 2 hours. Happy to walk through how these compare to your numbers — report attached if you'd rather dig in first. +Just following up on my previous email. I'd love to schedule a call +to discuss how we can help your team. + +Let me know if you're available this week. + +Thanks, +[Sender] +``` + +### After (Brand Voice Enforced) +``` +Hi [Name], + +Quick update: we just published our Q4 benchmark report on enterprise +sales velocity. Three insights jumped out that are relevant to [Company]: + +1. Teams using real-time signals close 31% faster than the industry average +2. The #1 pipeline killer isn't competition — it's response time +3. Mid-market wins are trending 15% larger when reps personalize within 2 hours + +Happy to walk through how these benchmarks compare to your team's numbers. +The report is attached if you'd rather dig in yourself first. + +[Sender] +``` ### What Changed -- **Voice: Data-driven** — new value in every touch, not just "following up" -- **Voice: Approachable** — offers two paths without pressure -- **Key principle**: Add new value each touch — no empty follow-ups +- **Voice: Data-driven** — new value in every touch (benchmark data), not just "following up" +- **Voice: Approachable** — offers two paths (call or self-serve) without pressure +- **Voice: Confident** — shares proprietary insights, positions as expert +- **Tone: Energy MEDIUM** — informative, not pushy +- **Tone: Formality MEDIUM** — professional but not stiff +- **Key principle applied**: "Add new value each touch" — no empty follow-ups ## Enterprise Proposal Executive Summary -### Before -We are pleased to submit this proposal. We believe our platform is the best choice for organizations looking to modernize their sales operations. +### Before (Generic) +``` +We are pleased to submit this proposal for your consideration. Our +company offers a comprehensive AI solution that can help improve your +sales team's performance. We believe our platform is the best choice +for organizations looking to modernize their sales operations. +``` -### After -[Company] processes 2,400 leads per quarter with a 12-person team. Pipeline-to-close sits at 18% — below the 24% benchmark for your ARR stage. This proposal outlines how [Product] closes that gap. Typical results: +31% win rate, -40% time to close. Implementation: 3 weeks. ROI breakeven: week 6. +### After (Brand Voice Enforced) +``` +[Company] processes 2,400 leads per quarter with a 12-person sales team. +Current pipeline-to-close conversion sits at 18% — below the 24% benchmark +for enterprise SaaS at your ARR stage. + +This proposal outlines how [Product] closes that gap. Our platform +analyzes buying signals across your existing tech stack and surfaces +the 3-5 daily actions most likely to advance each deal. Typical results: ++31% win rate, -40% time to close, 2.1x pipeline per rep. + +Implementation takes 3 weeks. ROI breaks even at week 6. +``` ### What Changed -- **Voice: Data-driven** — opens with client's own metrics -- **Voice: Direct** — no filler, every sentence carries information -- **Tone: Formality HIGH** — structured, precise -- **Tone: Technical depth HIGH** — specific features and ROI math +- **Voice: Data-driven** — opens with the client's own metrics, not "we are pleased" +- **Voice: Direct** — no filler language, every sentence carries information +- **Voice: Confident** — specific outcomes with numbers, clear implementation timeline +- **Tone: Formality HIGH** — structured, precise language +- **Tone: Energy MEDIUM** — measured confidence, not hype +- **Tone: Technical depth HIGH** — specific features (buying signals, tech stack analysis), ROI math ## LinkedIn Post -### Before -Excited to announce our new feature! We think it's going to change the way sales teams work! #sales #AI #innovation +### Before (Generic) +``` +Excited to announce our new feature! We've been working hard on this +and we think it's going to change the way sales teams work. Check out +the link below to learn more! #sales #AI #innovation +``` -### After -The average sales rep spends 4.2 hours/day on tasks that don't close deals. We analyzed 50,000 sales activities across 200 teams: top performers aren't working harder — they're responding faster. Today we're launching Signal Score: real-time prioritization that tells your reps exactly which deal to work next, and why. Early results: 23% fewer lost deals from delayed follow-up. +### After (Brand Voice Enforced) +``` +The average sales rep spends 4.2 hours/day on tasks that don't close deals. + +We analyzed 50,000 sales activities across 200 teams and found the pattern: +top performers aren't working harder — they're responding faster. + +Today we're launching Signal Score: real-time prioritization that tells +your reps exactly which deal to work next, and why. + +Early results from beta: 23% fewer lost deals from delayed follow-up. + +Link in comments. +``` ### What Changed -- **Voice: Data-driven** — opens with stat, not "excited to announce" -- **Voice: NOT hype-driven** — measurable outcomes replace "change the way" -- **Tone: Energy HIGH** — short sentences, bold opening -- **Terminology**: No "revolutionary" or "game-changing" +- **Voice: Data-driven** — opens with a statistic, not "excited to announce" +- **Voice: Confident** — specific research (50,000 activities, 200 teams) +- **Voice: Innovative** — describes what's new without hype +- **Voice: NOT hype-driven** — no "change the way sales teams work", replaced with measurable outcomes +- **Tone: Formality LOW-MEDIUM** — casual enough for LinkedIn, professional enough for B2B +- **Tone: Energy HIGH** — short sentences, bold opening stat +- **Tone: Technical depth LOW** — outcomes-focused, accessible to any reader +- **Terminology**: Avoided "revolutionary" and "game-changing" (prohibited terms) ## Internal Slack Message -### Before -Hey team, just a reminder to use the approved messaging. Please refer to the brand guidelines for more information. +### Before (Generic) +``` +Hey team, just a reminder that we should all be using the approved +messaging when talking to prospects. Please refer to the brand +guidelines document for more information. +``` -### After -Heads up — we updated the competitive positioning section. Two changes: (1) Against [Competitor]: lead with implementation speed (3 weeks vs. their 3 months). (2) Against Status Quo: new stat — manual processes lose 23% of pipeline to timing. Updated doc pinned in #sales-enablement. Questions? Tag me. +### After (Brand Voice Enforced) +``` +Heads up — we updated the competitive positioning section in the brand +guidelines. Two big changes: + +1. Against [Competitor]: lead with implementation speed (3 weeks vs. their 3 months) +2. Against Status Quo: new stat — teams using manual processes lose 23% of pipeline to timing + +Updated doc is pinned in #sales-enablement. Questions? Tag me. +``` ### What Changed - **Voice: Direct** — specific changes, not vague "please refer to" -- **Tone: Formality LOW** — appropriate for Slack -- **Key principle**: Internal comms can be less polished, but voice attributes still apply \ No newline at end of file +- **Voice: Data-driven** — concrete differentiators with numbers +- **Voice: Approachable** — casual, helpful tone appropriate for Slack +- **Tone: Formality LOW** — contractions, short sentences, "tag me" +- **Tone: Energy MEDIUM** — informative without being overly enthusiastic +- **Key principle**: Internal comms can be less polished, but voice attributes still apply + +## Using These Examples + +When enforcing brand voice, reference the relevant content type example to calibrate: +1. Match the content type to the closest example above +2. Note which voice attributes are most active for that type +3. Apply the tone settings (formality, energy, technical depth) +4. Check "We Are Not" boundaries — make sure content doesn't cross them +5. Verify terminology compliance (preferred terms used, prohibited terms absent)