Slogans, jingle & the intro video
The approved taglines and the creative briefs for the audio and video. Everything here has
to pass the voice test in brand-kit.md: calm, specific, honest, plain —
pest control, not lawn care.
Taglines
Lead with this one (it owns the analogy, and the whole category-education play in
../02-demand-generation/category-education.md
leans on it):
“Pest control for your home internet.”
Strong runners-up, for headlines and ad variations:
- “The quiet is the product.”
- “We make the invisible visible — every month.”
- “A real person watching your back online.” — leads with the human, not the tech.
- “You’ll never see it working. That’s the point.”
The winner becomes the Google listing tagline (01) and the headline on the homepage (01).
Avoid anything fear-forward (“hackers are coming for you!”) — it breaks the calm voice
and over-promises. We are the bouncer who makes the night boring, not the guy yelling
about a break-in.
Jingle brief
- Length: a 5–8 second sting, plus an optional 15-second bed for video.
- Feel: warm and domestic — the sound of a settled house, not a tech “whoosh.” Think
the exhale when you realize something you were worried about is handled.
- Hook: lands on the name or the category line; a homeowner should be able to hum it.
- Deliverables: the sting, a 15s bed, a 30s bed; WAV masters + MP3s. Linked from
brand-kit.md once produced (CHANGE_ME).
Intro-video brief
- Length: 60 seconds or less. It’s a funnel asset — it lives on the homepage (01) and
plays in the booking flow (03).
- The story (same arc as the 2-minute pitch):
- The invisible problem — the TV quietly phoning home, the tracker on the kid’s tablet.
- The quiet someone keeps — the small box, the operator fixing things you never noticed.
- The proof — show a real statement. Scan the QR on screen and scroll it on a phone.
- The human — the named, local, vetted operator.
- One ask — book a free look (→ the intake form, 03).
- Hard rule: feature the real Statement from
localDNS/docs/statements/, never a
made-up dashboard. Show the scan-and-scroll.
- Tone: the warmth of a “Handled For You” line read out loud.
- Deliverable: MP4 (a 16:9 cut and a 9:16 cut for phones), captioned. Linked from
brand-kit.md (CHANGE_ME).