Mission
Help brands grow with advertising, websites and creative - delivered by one team, from the first sales call to the last report.
(01)
Introduction
This book is for everyone at AdGeeks who puts our name on something - pitches, proposals, websites, creative, reports and emails. Start here: what we stand for, how we sound and the words we use.
Download the voice guide · MD, 4 KBWhat we stand for
(3 principles)One AdGeeks
Media, web, creative, account executives and sales. Whatever team you are on, your work carries the same name and should look and sound like it.
How we come across
Expert, direct and accountable. Confident about the work, honest about budgets, timelines and results, human in tone - never hype.
How we sound
(5 rules)When you write for AdGeeks: expert without the jargon, specific before impressive, confident without the hype.
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(01)
Benefit first, proof second
Open with what the reader gets, then back it up.
Not thisSales email“AdGeeks is a full-service agency with a team of experienced experts.”
Write this“Your campaign can be live on DV360 next week. Here is how we get it there.”
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(02)
Be concrete
Name the client, the platform, the period and the number.
Not thisClient report“Results were strong this month and performance improved.”
Write this“Bookings up 12% in the last 30 days, after the new landing page went live.”
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(03)
Short and active
Most sentences under 20 words, verbs up front.
Not thisCreative handoff“A new set of banners has been prepared by the creative team for your review.”
Write this“We made 6 new banners. Pick your top 2 by Friday.”
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(04)
Rhythm
Triads and repetition carry the message.
Not thisPitch deck“We do media buying, and we can also build websites and handle creative.”
Write this“We plan it, build it and run it.”
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(05)
Plain words
If a smart client wouldn't say it out loud, rewrite it.
Not thisWebsite copy“We leverage cutting-edge solutions to unlock seamless growth.”
Write this“We run your ads, build your site and show you what is working.”
Words
(use and avoid)Reach for
Plain, concrete words that sound like a person.
reallivetodaynextreadydoneclearfastspecificyourwe
Leave out
Hype that a client would never say out loud.
Names and mechanics
(6 rules)Our name
- AdGeeks - one word, capital A and G. Never Adgeeks, Ad Geeks or ADGEEKS in text.
- Platforms keep their official names: Display & Video 360 (DV360 after first mention), Amazon DSP, Adform.
- Domains stay lowercase: adgeeks.agency and adgeeks.ge.
Mechanics
- Sentence case for headings, buttons and labels. Only eyebrows are all caps.
- Use a spaced hyphen ( - ) for asides and a plain hyphen for ranges (10-12). No em or en dashes.
- Numerals always: 1.82M, 67.3K, €541.38, 541.38 ₾. Deltas carry a trend arrow: up 16.4%, down 29.5%.