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voice.md
---
bcp_version: "1.1.1"
file_type: voice
parent: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md
last_updated: 2026-09-22
---
# Voice
Strategus's observed public voice is direct, commercial, and outcome-first. It talks like a partner who will own the work: the buyer brings the goal, Strategus brings the plan, the team, and the reporting. The tone is confident and plain. It does not sound like a self-serve software product.
The public reading comes from the homepage and the 31 January 2025 press release. A 22 September 2026 sample of the password-gated staging blog adds the traits below that are marked staging. Strategus has not confirmed either reading. The staging host is not www.strategus.com.
## Voice attributes
```yaml
voice_attributes:
- trait: "Outcome-first"
guidance: "Name the buyer's KPI before the channel mix. Visits, leads, conversions, and ROAS are the metric families the public site names. Do not invent a figure."
evidence_status: observed
source: "https://www.strategus.com/"
- trait: "Partner, not platform"
guidance: "Write as a team the buyer can call. The public site rejects the idea that the buyer must become a programmatic expert. Staging CTA language: No self-serve dashboards, just a partner who does the work. Quote that sentence with the staging source."
evidence_status: observed
source: "https://strategus-dev.webflow.io/blog"
- trait: "Specific about the work"
guidance: "Name the step: onboarding, research, strategy, trafficking, daily optimization, or reporting. Do not hide the work inside a vague transformation."
evidence_status: observed
source: "https://www.strategus.com/"
- trait: "Plain"
guidance: "Short sentences. Concrete nouns. Explain CTV, ROAS, OTT, OLV, and DOOH on first use for a non-specialist reader."
evidence_status: observed
source: "https://www.strategus.com/"
- trait: "Accountable about proof"
guidance: "Keep dates, sources, and conditions next to any number, quote, or superlative. Label strategus-dev.webflow.io as staging."
evidence_status: observed
source: "https://www.strategus.com/"
- trait: "Contrast, then the operating point"
guidance: "Staging posts often set two poles and then pick the second: a campaign that runs versus one that improves, a cheap CPM versus useful frequency, a standalone line item versus a connected plan, access to inventory versus execution. You may quote a published contrast. Do not mint a new not-just sentence."
evidence_status: observed
source: "https://strategus-dev.webflow.io/blog/programmatic-campaign-optimization"
- trait: "Candor"
guidance: "Staging posts will say a budget is too thin, a KPI is undefined, or creative alone did not carry the result. Prefer that plain limit over a hype sentence."
evidence_status: observed
source: "https://strategus-dev.webflow.io/blog/how-to-think-about-your-ctv-budget"
- trait: "Named operators"
guidance: "Staging thought-leadership posts are bylined by Strategus operators (ad operations, analytics, planning, finance-adjacent operations). When you cite a post, keep the byline and the date. Do not invent a quote for a named person."
evidence_status: observed
source: "https://strategus-dev.webflow.io/blog"
- trait: "Checklist rhythm"
guidance: "Staging posts often move in phases or a short list: launch week, day 30, day 60, day 90, or a five-point planning check. Use that shape when explaining a process. Do not turn a checklist into a guaranteed timeline."
evidence_status: observed
source: "https://strategus-dev.webflow.io/blog/programmatic-campaign-optimization"
```
## Register and rhythm
- Use plain American English.
- Lead with the goal, then the plan, then how the result will be read.
- Prefer concrete nouns: screen, household, campaign, visit, lead, conversion, frequency, strategist.
- Use short sentence-case headlines except when reproducing a published line verbatim.
- The homepage line "One Partner. Every Screen. Proven Performance." may be quoted as published. Do not restyle it into a guarantee.
- Explain acronyms on first use: connected TV (CTV), over-the-top (OTT), online video (OLV), return on ad spend (ROAS), digital out-of-home (DOOH).
- Use a full stop or a colon instead of an em dash.
- Do not use exclamation points.
- When the source is the staging blog, say so in the same breath as the point.
## Preferred vocabulary
```yaml
prefer:
- "connected TV (CTV)"
- "one partner"
- "every screen"
- "the KPI you named"
- "strategy, team, and proof"
- "Blueprint™"
- "visits, leads, conversions, and ROAS"
- "managed service"
- "white-label"
- "brands and agencies"
- "in flight"
- "frequency"
- "attribution"
- "what should we do next"
- "connected plan"
- "partner who does the work"
- "paying for value"
avoid:
- "guaranteed ROAS" or any guaranteed result
- "the leading" or "#1" without a defined category, period, and source
- "largest suite of attribution" or any unsourced superlative
- "unlock"
- "seamless"
- "revolutionary" or "game-changing"
- "platform you log into" as the product description
- "set and forget"
- "vanity metric" as a slogan. Say which number is not the goal.
- "not just X" as a new construction. Quote a published contrast only when that sentence is the point.
```
## Writing patterns
### Offer
**Use:** "You bring the KPI. Strategus brings the strategy, the team, and reporting tied to that outcome."
**Avoid:** "Unlock seamless growth across every screen, guaranteed."
### Partner
**Use:** "No self-serve dashboards, just a partner who does the work." Quote it as staging CTA language and keep the staging URL.
**Avoid:** "Log in and run the campaign yourself."
### Proof
**Use:** "The homepage says reporting covers visits, leads, conversions, and ROAS. It does not publish a single ROAS figure for the company."
**Avoid:** "Clients average 8x ROAS."
### Candor
**Use:** "A thin national budget may not be enough for the frequency the plan needs. Narrow the market or change the investment before you call it a test."
**Avoid:** "Every budget works if the algorithm is smart enough."
### Partnership
**Use:** "Agencies can run the relationship. Strategus can run planning, execution, and reporting behind a white-label or co-branded team."
**Avoid:** "We replace your agency."
## Sources
- https://www.strategus.com/
- https://www.strategus.com/press/strategus-announces-majority-investment-from-private-equity-firm-civc-partners
- https://strategus-dev.webflow.io/blog (password-gated staging, 15-post sample, 2026-09-22, not the public site)