Words to Use and Avoid
Purpose: The working vocabulary list behind Brand Voice Guide. Quick reference for anyone writing as Summit: Jenna, the agency, sales follow-ups drafted by the agent. When a word on the avoid list shows up in a draft, swap it, don't defend it.
Words and phrases we use
| Use | Why |
|---|---|
| "free estimate" | Our actual offer, plainly stated |
| "site visit" | What happens before real numbers exist |
| "straight answer" / "honest recommendation" | Our promise, in our register |
| "repair" before "replacement" | We diagnose first; we don't default to the big job |
| "typical range" | How we talk about money before a site visit |
| "stabilize" (emergencies) | Calm, accurate, what tarping actually does |
| "walkthrough" | The remodel finish line customers remember |
| "your home" / "your property" | Second person, concrete |
| Town names: Riverton, Fairview, Lakeside, Cedar Falls | Local is a trait, not a slogan |
| "crew" | Who actually shows up; warmer than "technicians" |
| "we'll tell you if it's nothing" | The line that separates us from storm-chasers |
Words and phrases we avoid
| Avoid | Problem | Say instead |
|---|---|---|
| "guaranteed" (any results context) | Promise we can't publish | "we stand behind our work" (details in the estimate) |
| "#1", "best", "top-rated" | Superlative claims, banned in Messaging Rules | Specifics: "since 2012," "estimates in 3 business days" |
| "free roof" / "insurance will cover it" | Insurance-outcome promise | "we document damage and work with your adjuster" |
| "act now" / "before it's too late" | Fear and fake urgency | "here's what to watch for" |
| "state-of-the-art" / "cutting-edge" | Filler that says nothing | Name the actual material or method |
| "solutions" | Corporate mush | Name the service: roofing, siding, remodel |
| "cheap" / "cheapest" | Wrong positioning entirely | "honest recommendation," "repair when repair makes sense" |
| "luxury" / "premium" (unqualified) | Vague upsell tone | Describe the material and why it costs more |
| "storm damage crisis" and similar | Fear-mongering | "storm damage assessment," "post-storm inspection" |
| "our valued customers" | Nobody talks like this | "you" |
| "utilize" / "leverage" / "comprehensive" | Jargon | "use," "full" or just cut it |
| "technicians" | Too clinical for our trade | "crew," "estimator," names when appropriate |
| "no-obligation" | Legalese tic; "free estimate" already says it | "free estimate" |
Emergency-line vocabulary
Emergencies need extra care because customers are already stressed:
- Use: "call the 24/7 line," "we'll stabilize it tonight," "the $450 dispatch and tarping fee is credited if we do the permanent repair."
- Avoid: "disaster," "catastrophic," "before your home is ruined," countdown framing of any kind.
Money vocabulary
- Use: "typical range," "$12,000 to $38,000 for most residential replacements," "repairs start at $650," "real number after a site visit or photo review."
- Avoid: "starting at $X" below actual minimums, monthly-payment framing, "cheapest in town," any firm public price.
Keeping this list alive
Jenna adds entries when a draft argument repeats twice. The agency gets the updated list at the monthly review. Suggestions from sales calls go through Marcus to Jenna; the words customers actually use (see Customer Concerns) are the best source of "use" entries.
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