Click Click Media’s Brand Messaging Guidelines

We’re a boutique (elite) digital consultancy that helps growth-hungry businesses that depend on digital efforts (marketing, website, and/or tech) reach their growth targets.

What We Offer

When your digital strategy (for example SEO and PPC, eCommerce site, or your back-end sales platform) is the backbone of your business, you need more than an agency to run paid advertising campaigns, build your website,  or develop your tech. You need a growth partner you can trust to respond quickly, deliver reliably and communicate honestly while building for the future. We’re that partner. We have an in-house team of senior industry pros, but we’re not a huge agency that promises the world and lets you down. We’ve built our reputation by delivering more than exceptional results: we deliver an exceptional customer experience where you’re treated like gold. If you need any digital marketing or tech services, there’s no agency or provider that will provide world-class expertise along with premium customer service at such an affordable cost.

How We’re Different

We believe that you deserve — and need — three things from your digital agency to achieve, and beat, your growth targets:

• a big-thinking partner that can provide the strategy and skills you need to scale 
• A trusted partner to deliver high-quality work and be honest with you
• The ability to move quickly and flexibly without fanfare or hurdles

That’s why we’re as passionate about delivering top-class work as we are about providing 7-star service. We’re fanatical about transparency, accessibility, and reliability.  And, we’re here to do more than tick off tasks or complete projects at a world-class level.  We’re here to think for you. We’re constantly building with your future in mind, bringing both our brains and brawn to the party. Are we the biggest? No, and that’s a good thing because we’re nimble, agile, and incredibly nice to work with. 

What people are saying:

“You need to speak to Click Click Media if you want a reliable, honest, and helpful partner that has the knowledge, expertise, and practical understanding to deliver outstanding results.” 

Our Why

We’re here to help solid businesses scale into mighty market forces by being the good guys. With reliability, transparency, and communication at our core, we’re your long-term growth partner. Our greatest joy is walking alongside our clients, watching them succeed due to our contributions.

Our Brand Persona

1. Primary archetype: THE CREATOR (e.g. Lego, Adobe)
   • We are creative solution seekers who use our capacity for imagining possibilities to solve problems in innovative ways. We aspire to contribute enduring meaning and value to the world.
2. Secondary archetype: THE SAGE (e.g. Google, PBS)
   • We are the thoughtful mentor or advisor committed to helping our clients make sense of the world — and the path they’re headed down.
3. Tertiary archetype: THE EVERYMAN (e.g. IKEA, Home Depot)
   • We are supportive, reliable, down-to-earth, and helpful. Our clients trust us to be responsive, candid, and honest about what we can and can’t provide.

Who We Serve

1. Owners of Ecommerce stores

   • Their success depends solely on how effectively and economically they can generate leads and make sales. Any glitch in their eCommerce operations (from poor UX or slow load times to inaccurate targeting and wasted Facebook ads) harms revenue and profits. Marketing costs determine profitability, so driving down costs is a top priority. They also may have a few eCommerce stores. They may or may not know how to run ads themselves. They’re overextended, and need a team they can rely on 100% to be working on their goals. They also don’t have the desire or resources to hire the experts in-house they need to get results. They don’t have a marketing team, so need strategy, execution and all-around partnership. “We don’t have a marketing department but with working with ClickClick Media it seems like we have a marketing department.

2. “Click” & Mortar: COOs/ CMOs / Marketing Managers

   • These managers understand the digital landscape well. They’ve worked with other agencies, and have been burnt. They’re somewhat cynical and smart. They don’t want to be “sold a dream”. They value transparency and honesty. They expect delivery. They want to feel like they’re valued and aren’t just another number on a list. They want to be able to reach their provider anytime and get immediate answers. They also would be the ones who need extra manpower when they’ve got the strategy but don’t have the resources in-house to execute it.  “I have always struggled with web designers and tech ‘professionals’ in general delivering on their promises. “

3. Digitally-enabled service/product owners/executives
   • These companies have a solid product or service and want to scale. They need a robust website and platform to operate effectively. If their site goes down even for a little while, they will lose massive revenue. They also need integrated, customized systems. And finally, once they’ve got the ability to handle bigger volumes, they need high-performing digital marketing and conversion optimization to break into new markets and ramp up sales. They’re in a high-growth stage and are constantly evolving so they need their agency to be able to move quickly and be accessible immediately. They don’t want to be tiny fish in a giant sea. “We don’t want to get left behind. We wanted a partner that was big enough to get enough headspace in their business versus being a little partner of theirs.”

We serve (generalised)

• Any company that has a robust offer and relies on an aspect of their digital strategy to succeed.
•  They have defined growth targets 
• They view our services as part of their operating costs, not their marketing budget
• They include us in the conversation and trust our insights. They leverage our joint expertise. 
• A company that has a consistent appetite to spend money on our services

We’re hired by:

• CEO, digital marketing manager, head of product, Owner, CMO, Franchisor

Typically, the person who hires us is:

• An ambitious overachiever with a big vision
• Sees through smoke and mirrors
• Values authenticity and genuine relationships
• May have been around the block and worked with agencies before

Who They Are

Our Customer Avatar

Fred is the co-founder of a fintech start-up. He comes from a big corporate where he ran their IT department. He and his partners have just received pre-seed funding. He’s super bright and super ambitious with a strong understanding of digital marketing. He’s thrown himself into the start-up, and is loving every second, but is also completely overextended. With a small team and big goals, he needs a strong development partner that he can trust to execute his vision. He’s not interested in paying for the overheads of huge agencies or working with 3 different small agencies. Nor has he got time or patience to be dealing with support tickets, email chains, or junior account managers. He wants someone who can move as quickly as he thinks. He’s open to suggestions and input as his needs for marketing grow. He knows he doesn’t know everything and wants to take advantage of other expert skills to grow. 

Who We Don’t Serve

• Companies that believe our services are a marketing cost. 
• Companies that are not willing to work with us. They want to dump their goals on us without communicating or engaging
• Companies that don’t have a robust offer

Brand Voice Overview

Click Click Media’s voice reflects both expertise and friendliness. We want to be seen as uber-reliable super-skilled professionals that are human, helpful and available. We don’t want to be confused for being corporate, dry, and bland or being too funky and quirky.  We’re direct, confident, and empathetic. We don’t talk down to people, but we do want everyone to know that we’re the best at what we do.”

Click Click Media values reliability, honesty, and professionalism. And the messaging matches. It is professional, confident, and ‘you can trust us’ 🙂.

It uses enough industry lingo to come across as professional, but not so much as to be off-putting or difficult to understand.

It is warm and engaging without being cheesy or flowery in any way.

Example

Technical Voice Guidelines

Cadence

• Sentences should be short and strong.
• Use more periods than commas.
• Use exclamation marks sparingly.
• Avoid double punctuation marks (“??” or “!?”).

Tone

• Use clear, direct language that conveys expertise subtly, without using jargon or overblown statements.
• The words should be everyday and human, not only appealing to the tech or corporate crowds.
• Avoid slashes and use emojis sparingly.
• Use contractions freely.
• Start sentences with conjunctions freely (And, But, Or).

Vocabulary Level

• Use a grade 5-8 grade level.
• Vocabulary should be accessible to an intelligent but ill-informed crowd.

Customer Pain Points

“Our booking system isn’t working properly. And it’s crippling our ability to operate, let alone scale.”

• A poorly built website may be full of bugs, load slowly, and cannot keep up with evolving needs of the business. It’s costing them leads, their reputation, and sales.  
• Their software/tech platform doesn’t have the functionality it needs. Operations aren’t as smooth as they should be. Their team spends way too much time troubleshooting. 
• Integrations aren’t working properly between stages of the sales funnel.
• They need a customized solution, but are trapped in an off-the-shelf solution and can’t get the functionality they need
• They have custom software but it’s bug-filled clunky and doesn’t do what it needs to do
• Core desire:
  • Robust tech

How We Ease this Pain

• We look at the overall goals of the business and then determine how the tech side plays a role in it
•  This is not our first rodeo. We’ve built dozens of complex applications and platforms for all different industries and businesses. 
• We’ve got the technical chops to code quality stuff AND the insights and perspective of how this software plays a role in your whole business. That means you get smart stuff that is built to evolve as you do. 
• We offer quick fixes and long-term development. We’re highly flexible.

“We need to move fast. But even the smallest changes take weeks of back-and-forth emails and huge headaches.”

• Time is of the essence. Campaigns need to be created and implemented on time, or else the opportunity is lost. 
• Hacks or downtime need to be fixed ASAP
• Spending days speccing and approving every small change is painful and wastes our valuable time. 
• Core desire:
  • Speedy turnaround time

How We Ease this Pain

• We cut out all the hurdles between speccing, and approval. We’re able to move quickly as we have all the experts under one roof. 
• We do everything under one roof. The creative, the digital, the design. All done in-house, so there’s no back-and-forth approval process. 
• We’re really good at what we do. Having years of experience means we can get stuff done quickly. Everyone on our team is uber-experienced and expert, so there’s no junior staff to oversee and add steps to the process.
• We move quickly. We’re flexible. We’re available (almost) always.

“ They sold us a dream but in reality, it’s all smoke and mirrors.  There’s no transparency or honesty about what they’re actually doing and achieving”

• Agencies promise the world. They’re excellent at presenting all the credentials and awards, but when it comes to actually delivering they’re slow and inefficient. they don’t actually deliver the quality they said they could. 
• Agencies may provide fancy reports packed with industry jargon, but can’t prove the impact.
• Agencies don’t admit when something has gone wrong
• You’ve got no idea how much time is actually being spent on a certain task. You feel like you’ve been taken for a ride, and you can’t question them and get a straight answer.
• Core desire:
  • Transparency

How We Ease this Pain

• We say it like it is. Even if it’s uncomfortable. 
• We provide minute-by-minute recordings of what we do.
• We work on a retainer model, so it’s up to us to prove our value. 
• We provide detailed, accurate reports each month to show you what we’ve worked on

“We’re a small fish in a big sea. Communication is awful. No one responds to our questions. Or it takes days to get a simple reply”

• Many big companies have dozens or hundreds of clients. You’re just another client. You’re not important or valued. You get lost in the crowd. They may deliver what they say, but they don’t think about you on a meaningful level. They don’t bring ideas. 
• Companies that have got hundreds of hundreds of staff and there’s high turnover so you’re dealing with different people and have to start from scratch each time.
• It’s almost impossible to reach a senior expert directly. Never mind getting a reply that’s actually useful.
• You’re left chasing after them, and nothing gets done because everything takes so many emails and meetings.
• Core desire:
  • Accessibility

How We Ease this Pain

• We have a Slack channel to make communicating with us super easy
• You have a dedicated account manager who knows exactly what’s going on with your business at every time. 
• You can communicate directly with our senior experts at any time
• We’re a small team, so we communicate between departments easily and seamlessly
• We aim to get back to you within hours, and mostly live up to it.
• We’re available pretty much 24-7 to handle issues.

“We need to improve the performance of our digital marketing ”

• When digital marketing strategy or implementation isn’t robust and it’s not tweaked and monitored constantly, or errors are picked up days, later, revenue and profits suffer.
• Marketing costs need to be driven down constantly 
• Digital marketing needs continuous oversight and optimization, but many providers just “set and forget”
• Analytics need to be interpreted correctly to make accurate decisions.
• Core desire:
  • High-performing high-ROI digital marketing

How We Ease this Pain

• We provide ongoing optimization. We have CRO experts in-house, along with our digital marketing specialists.
•  We’re honest about what’s working and what’s not. 
• We have an account manager overseeing each account and making sure we’re meeting targets, not just running campaigns on autopilot. 
• We work from a 360-degree perspective. We look at the whole sales funnel, integrating data from your booking engine or eCommerce site to use data to improve performance.

Core Brand Differentiators

Robust, customised and cost-effective tech

We’ve built dozens of highly complex powerful solutions over the years. We may have something ready-built that is way cheaper than what you need. Or we can advise on the most affordable solution. You get to avoid vendor lock-in with your own IP that belongs to you forever and is exactly customized to your needs. The quality of our development is world-class. We incorporate the best UX principles and design thinking.

Our customers say:

“They have built us a world-class booking engine, optimised website, and custom operating system. “

High-performing website / digital marketing

You’ll be confident that your budget is being maximised and optimised at all times. We develop the strategy, build the assets if needed, and test and tweak it over time. We’ve got designers, CRO experts, and PPC & SEO professionals under one roof so you can benefit from high-performing campaigns. Because of this, the process from concept and design to implementation is seamless and fast. We also integrate data from your  CRM (or similar) to drive further optimization. You get regular, useful reports and will see tangible results over time.

Our customers say:

“We just turned over our first million dollars on our eCommerce store”

“Since the new website launch our web traffic is up, website speed is higher and our conversion rate is better.

“They then set up an ad words campaign that literally saved our business.  “

Exquisite levels of service

You can reach us at any time, and know you will get a speedy response (usually within a few hours). If you have an issue on a Saturday night at 11 pm, you can reach out and someone will fix it. We move quickly because of our set-up and our deep care for your success. You can jump on a slack meeting and the SEO manager sitting next to the production manager, so you don’t need your SEO agency sending you something to approve the department. We’re available and accessible, anytime you need us. We don’t hide behind titles or support tickets. You’ll never wonder “will these people actually get back to you”. We have endless time for you and work with you to solve problems in a way that works for your business needs.

Our customers say:

“ They’ve always been available no matter what time or what day it is.“

Direct access to an entire team of experts working on your business

You don’t need to go anywhere else. Everything is under one roof, and they all know your business well. There’s no risk of working with a big agency and your only point of contact leaves, and you need to start from scratch. If you need to scale or add services in the future, you can grow with us. You have your own world-class marketing and tech department at your fingertips, and access to their entire breadth of knowledge beyond what you could afford or even know you needed.

Our customers say:

“We’ve got an entire team there’s always working on our business which is great if we need to expand in the future. “

“They have a whole team that is ready. They’re just a phone call. away or you know, this is very, very readily available.”

Value-based transparent & predictable pricing

You know exactly what we’re spending our time on. 

Our fixed-cost retainer transparency report includes:

• Per minute tracking of task and operator
• Overview of hours utilised by department
• Breakdown of hours allocated by project.

There are no massive bloated fees or unpredictable expenses. It’s our job to prove our value by using your retainer hours for the highest ROI, and we sell you the number of hours we believe will benefit you.

Our customers say:

“They didn’t lock me into a contract, had a transparent fee structure”

What We Stand For

Accessibility

You’ll have a dedicated account manager from beginning to end. Forget vague statements like, “someone will get back to you, sometime.” You know exactly who will get back to you and when (usually within 2 hours).  We’ve got a Slack channel that lets you communicate directly with us.

Transparency

You don’t get vague promises or murky explanations. We’re not here to pull the wool over your eyes while we swallow your money.  If there are problems or we make mistakes, we tell you straight. And then fix it. Even if it’s uncomfortable. If we can’t deliver, we won’t pretend we can and then fudge it. We say it like it is. If we believe there’s a better way, we’ll tell you straight. We’re not yes-men. We tell you exactly what we spend our time on.

Partnership

When we work together, we’re your partners. We’re not an external supplier or “another provider”. We’re constantly thinking of ways to add more value and help you grow.

Flexibility

We don’t dictate solutions or assume we know better. What we care about is your business. We listen to what you need and then adapt our solutions. When it comes to solving problems, we don’t freeze or say “it can’t be done”. We’re highly resourceful and agile, and will figure out the best way to help given your constraints.

Reliability

You’ll never wonder “will they actually deliver as they promised”. We keep to our word – no matter what. And if there are bumps in the road? We’ll tell you immediately, and roll up our sleeves to help make another plan.

Insights from Competitive Analysis

• None of these brands offer exquisite levels of service as their USP — or ”White glove service.” This is an opportunity for you to stand out.
• None of these brands focus on “who they serve”. They all focus on “what they offer”. They all serve any and all companies. None of them call out high-growth companies with defined targets. Imagine a personal trainer that works with all people vs a personal trainer who only works with Olympic athletes.
• None of these brands challenge the status quo and address the industry pain points of being slow to communicate lack of transparency and generally poor service.  (Here’s an example of standing up against the status quo. https://klientboost.com/ OR https://lightbulbmedia.co.uk/)
• None talk about a retainer model. This is a huge differentiator. Value-based pricing is a big draw. This should be featured prominently in your messaging.
• Many of these sites don’t include much messaging. This is a missed opportunity. 
  • Target audience (company size/industry)
  • Key brand differentiators (as compared to competitors)
  • Common pain points
  • How the process works
  • Your credentials (+ social proof)
  • What people stand to lose if they opt for other options 
• None offer productized services, or packages outlined based on milestones/timeframe/deliverables. This could be a strong differentiator for you.

Sticky Messaging

Pain Points

• We wanted a partner that was big enough to get enough headspace in their business versus being a little partner of theirs.
• We’re going to chop and change very quickly and want a little business like that.
• There is a lot of smoke and mirrors. So you know, there is no full transparency of the work that needs to be done.
• They are just terrible communicators.  They keep pushing around the conversation or saying oh, you know, we’re still investigating but they want to tell you exactly what it is
• We do about $2 million a month in business. And if we didn’t have a stable platform, it would cripple us
• We have always struggled with web designers and tech ‘professionals’ in general delivering on their promises.
• Some sales are not profitable because the cost of marketing is too high.
• It took them a lot longer to look into something. They get back to me via email a couple of days later or a few days later. So you know, timing is money. 
• You’re wasting money on marketing if we don’t fix something sooner than later.
• You’re gonna bring it in, and then leave a briefing document that goes in 10 pages, and then you got to put in a meeting and then you got to talk about the scope and then they tell you that and then you do the work
• And our previous provider rather than using some existing software, they decided that they would create their own and they went our fair way down that path and then they realized they didn’t have the capabilities to do what we needed to get done.

Benefits

• “Their after-sale service is second to none”
• Click Click design and set up my website a few years ago after a rebranding. They manage my SEO and website content to ensure I get as many new leads as possible and I have seen great results and increased customer enquiries.. They constantly update and check my site, and keep me posted with any new ideas.
• They gave me some confidence that we’re going to be able to resolve it and they organized a meeting. So from there from the initial call, we had a meeting now actually local which was great. And the rest is history here. 
• They are awesome. They can do what we needed to get done and they have willing truly exceeded that expectation.
• We have our own IP platform operating system that we own. That is customised and tailored completely to our needs. And it means that we no longer rely on any third-party software.
• And I’m able to ring up the guys that ClickClick At any point in time and say “Hey, are we able to add this feature?” Or “can we change this UX or whatever we may need to do?”
• And it’s possible that it’s done within our retainer. It’s very affordable, and it allows us to continually improve what we offer to our franchisees as our customers.
• And it has made it has given credibility and professionalism to what we do and what we offer to our network. It means that we have a highly customised operating platform like very in line and in sync with the business name. 
• Wouldn’t have we wouldn’t have been able to scale as readily and as easily as providing us with our digital solutions.
• They remove all the jargon and have become an integral extension of our Marketing team

The Experience

• Phil and his team are amazing at what they do and deliver exactly what they say they would and beyond! From website to SEO management and to SEO work! We are in really good hands. We have never been this satisfied with such outstanding work, communication, and great outcome from a marketing company. 
• Very comfortable about who they want and what they do and when they were trying to sell us a dream or trying to sell us a service and, and, and just told us what they do and what they don’t do was very open and honest and very straight to the point really.
• I think it’s the care that they have with the customer. Amanda is very involved in making sure that the work has been done and that we are happy with the work that’s been done and that the team has been responsive.  I don’t experience that with any other development agencies that I work with and it does show that they take great care in the satisfaction with the service that they provide. You don’t feel like you’ve just another customer.
• They’re a great bunch of people. 
• I’m ecstatic with the service that we get from them. I think they’re incredible. They’re really exceeding all of our expectations.

Get in touch with Click Click Media today to start planning a smarter and more effective digital marketing strategy for your business.