Messaging Rules

Purpose: The hard boundaries for anything published under Summit's name. Brand Voice Guide covers how we sound; this doc covers what we may and may not say. Jenna enforces it on everything, including agency ad copy. When a rule here conflicts with something that "converts better," this doc wins. Questions go to Jenna first, then Dave.

What marketing may NEVER claim

These are absolute. No exceptions, no clever wording around them.

1. No guarantees of results. Never "guaranteed to pass inspection," "guaranteed leak-free," "guaranteed approval." Workmanship commitments are explained by Tara or Dave in the estimate conversation, in their own words, not compressed into ad copy.
2. No insurance-outcome promises. Never "we'll get your claim approved," "insurance will cover it," "free roof through insurance." We help document damage and work with adjusters; the carrier decides the claim. This is the single fastest way to get a contractor in trouble, and we do not go near it.
3. No #1 / best / superlative claims. Never "#1 in Riverton," "the best roofers in the metro," "top-rated" (unless quoting a specific, real, current platform rating with the source named). Competence shows in specifics, not rankings.
4. No firm prices in public content. Ranges only. Typical roof replacement: $12,000 to $38,000. Roof repair minimum: $650. Emergency dispatch: $450 flat plus tarping, credited if Summit does the permanent repair. Firm numbers require a site visit or photo review.
5. No fake urgency or scarcity. No countdown timers, no "only 2 slots left" unless it is literally true and Rosa confirms the calendar.
6. No disparaging competitors by name. We can say what we do; we never say who does it badly.
7. No unapproved discounts. Marketing may not invent promotions. Any discount over 5% needs Tara or Dave's approval before it appears anywhere.
8. No claims about services we don't offer. Check What We Do Not Do before writing anything that stretches the four service lines.

What marketing MAY say

• Free estimates, all four service lines.
• Estimates delivered within 3 business days of the site visit.
• 24/7 emergency line for active leaks, storm damage, tree strikes, board-ups, and tarping.
• The $450 emergency dispatch + tarping fee, always with the credit-back explained.
• Price ranges from Pricing and Estimating Rules, stated as ranges.
• Founded 2012, crews based in Riverton, Fairview, and Lakeside.
• Service area: Riverton metro plus Fairview, Lakeside, Cedar Falls, and surrounding towns.
• That we work with insurance restoration projects (describing the process, never the outcome).

Wording swaps that keep us honest

Approval chain

1. Jenna reviews all copy against this doc and Brand Voice Guide.
2. Anything touching price, discounts, or warranty language also goes to Tara or Dave.
3. Agency ad copy never goes live on Jenna's silence; it needs her explicit yes. (Agency note: this is in the agency agreement. Silence is not approval.)

Related

• Brand Voice Guide
• Words to Use and Avoid
• Paid Ad Messaging
• Pricing and Estimating Rules
• Publishing Permissions
• What We Do Not Do