# AdGeeks voice and copy

## Who we sound like
The programmatic expert on your side of the table. Expert without the jargon, specific before impressive, confident without the hype.

## Five rules
1. **Benefit first, proof second.** "Run DV360 campaigns in days, not months." then "No massive minimums - our team sets you up and supports every campaign."
2. **Be concrete.** Name the client, the platform, the result. "Maxwin, first-time deposits via Adform" beats "a gaming client".
3. **Short and active.** Most sentences under 20 words, verbs up front: plan, buy, optimize, report.
4. **Rhythm.** Triads and repetition carry the message: "DV360, Amazon DSP and Adform"; "native, display and video".
5. **Plain words.** If a smart client wouldn't say it out loud, rewrite it.

## Headline patterns
| Pattern | Example |
|---|---|
| Light setup / heavy payoff | Programmatic advertising / **without the enterprise barriers** |
| Italic turn | Access in days, / *not months* |
| Not X, more like Y | Not just a reseller, more like *your programmatic team* |
| Statement with pills | One agency, [every DSP] you need |
| Plain closer | Questions? |

Two lines of 3-7 words each. Line one sets up in Light; line two lands in Medium or turns one word italic. Don't stack two tricks (pills plus italics) in one headline.

## Microcopy
- **Eyebrow:** 1-3 words naming the topic: "Why this matters", "Ad formats", "Next month".
- **Card title:** 2-6 words, noun or verb phrase: "Display & Video 360", "Retail and eCommerce".
- **Card body:** one sentence, about 10-20 words.
- **Buttons and CTAs:** verb first and specific: "Request access", "Book a 20-minute call", "Read the case study". Never "Click here", and never "Learn more" on its own.
- **Closers:** an easy next step, never a hard sell: "Most brands wait months to get here. You don't have to."
- **Empty states and errors:** one line on what happened, one line on what to do next.

## Mechanics
- **Name:** AdGeeks - one word, capital A and G. Never Adgeeks, Ad Geeks or ADGEEKS in text. Rewrite possessives ("our team", "the AdGeeks team") instead of writing AdGeeks'.
- **Platforms:** keep official names: Display & Video 360 (DV360 after first mention), Amazon DSP, Adform. Domains lowercase: adgeeks.agency, adgeeks.ge.
- **Case:** sentence case for headings, buttons and labels. No Title Case; all caps only through the eyebrow style.
- **Dashes:** a spaced hyphen for asides ( - ). Never an em dash (U+2014) or en dash (U+2013); ranges use a plain hyphen too (10-12, Jul 24-27).
- **Punctuation:** one exclamation mark per piece at most. Curly quotes in designed pieces.
- **Numbers:** numerals always; % with no space. Currency symbol before the amount in English (€541.38, $1,200); lari after it (541.38 ₾). Short scales in English: 1.82M, 67.3K. Deltas always signed, with an arrow: ▲ 16.4%, ▼ 29.5%.
- **Dates and periods:** "Monday, Jul 27", "10:34 AM", "last 30 days vs. the prior 30".
- **"&":** fine in titles ("Retail & eCommerce"); write "and" in body copy.
- **Emoji:** none in decks, reports, proposals and email.

## Words
Use: real, live, today, next, ready, done, clear, fast, specific, your, we.
Avoid: revolutionary, cutting-edge, game-changer, synergy, leverage, seamless, unlock, supercharge, empower, robust, solutions, "in today's fast-paced world".

## Georgian copy
- Same voice. Georgian words run long, so trim headlines to keep the two-line shape.
- Keep brand and platform names in Latin script: AdGeeks, DV360, Amazon DSP, Adform, Google Ads.
- Don't uppercase Georgian: uppercase switches Mkhedruli to Mtavruli, which reads as shouting. Eyebrows stay in normal case (the CSS handles this when `lang="ka"` is set).
- Number formats used in AdGeeks reports: 1.82 მლნ, 67.3 ათ., €541.38, 3.70%.