chore: sync skills/brand-voice-enforcement/references/before-after-examples.md for v1.2.1

skills/brand-voice-enforcement/references/before-after-examples.md

@@ -2,78 +2,193 @@
 
 Concrete examples showing how brand voice enforcement transforms generic content into on-brand output. Each example shows the generic version, the enforced version, and annotations explaining what changed and why.
 
-These examples use a fictional B2B SaaS company for illustration. During enforcement, replace all specifics with data from the user's actual brand guidelines and context.
+These examples use a fictional B2B SaaS company for illustration. During enforcement, replace all specifics (data points, product names, metrics) with data from the user's actual brand guidelines and context.
 
 ## Cold Outreach Email
 
 ### Before (Generic)
+```
 Subject: Quick question about your sales process
 
-Hi [Name], I wanted to reach out because I think our product could be a great fit for your team. Would you be open to a quick 15-minute call?
+Hi [Name],
+
+I wanted to reach out because I think our product could be a great fit
+for your team. We offer an AI-powered platform that helps sales teams
+be more productive.
+
+Would you be open to a quick 15-minute call to learn more?
+
+Best,
+[Sender]
+```
 
 ### After (Brand Voice Enforced)
+```
 Subject: [Company] is leaving pipeline on the table
 
-Hi [Name], Your team closed $12M last quarter — impressive. But our data shows mid-market teams like yours typically lose 23% of qualified pipeline to slow follow-ups. [Product] fixes that. [Customer X] saw their win rate jump 18% in the first quarter. Worth 15 minutes?
+Hi [Name],
+
+Your team closed $12M last quarter — impressive. But our data shows
+mid-market SaaS teams like yours typically lose 23% of qualified pipeline
+to slow follow-ups.
+
+[Product] fixes that. We help sales teams respond to buying signals in
+real time, not hours later. [Customer X] saw their win rate jump 18%
+in the first quarter.
+
+Worth 15 minutes to see if the numbers apply to [Company]?
+
+[Sender]
+```
 
 ### What Changed
-- **Voice: Confident** — leads with bold claim and specific data
+- **Voice: Confident** — leads with a bold claim and specific data (not "I think our product could be")
-- **Voice: Data-driven** — concrete numbers replace vague "more productive"
+- **Voice: Data-driven** — concrete numbers (23%, 18%, $12M) replace vague "more productive"
-- **Voice: Direct** — no "I wanted to reach out"
+- **Voice: Direct** — gets to the point immediately, no "I wanted to reach out"
-- **Tone: Energy HIGH** — active language, short sentences
+- **Tone: Energy HIGH** — active language, short sentences, urgency
 - **Tone: Formality MEDIUM** — professional but conversational
-- **Tone: Technical depth LOW** — outcomes, not features
+- **Tone: Technical depth LOW** — outcomes and impact, not feature descriptions
+- **Terminology**: "buying signals" and "pipeline" (industry-specific but accessible to VP Sales)
 
 ## Follow-Up Email
 
-### Before
+### Before (Generic)
-Just following up on my previous email. I'd love to schedule a call.
+```
+Hi [Name],
 
-### After
+Just following up on my previous email. I'd love to schedule a call
-Quick update: we just published our Q4 benchmark report. Three insights relevant to [Company]: (1) Teams using real-time signals close 31% faster. (2) The #1 pipeline killer is response time, not competition. (3) Mid-market wins are 15% larger when reps personalize within 2 hours. Happy to walk through how these compare to your numbers — report attached if you'd rather dig in first.
+to discuss how we can help your team.
+
+Let me know if you're available this week.
+
+Thanks,
+[Sender]
+```
+
+### After (Brand Voice Enforced)
+```
+Hi [Name],
+
+Quick update: we just published our Q4 benchmark report on enterprise
+sales velocity. Three insights jumped out that are relevant to [Company]:
+
+1. Teams using real-time signals close 31% faster than the industry average
+2. The #1 pipeline killer isn't competition — it's response time
+3. Mid-market wins are trending 15% larger when reps personalize within 2 hours
+
+Happy to walk through how these benchmarks compare to your team's numbers.
+The report is attached if you'd rather dig in yourself first.
+
+[Sender]
+```
 
 ### What Changed
-- **Voice: Data-driven** — new value in every touch, not just "following up"
+- **Voice: Data-driven** — new value in every touch (benchmark data), not just "following up"
-- **Voice: Approachable** — offers two paths without pressure
+- **Voice: Approachable** — offers two paths (call or self-serve) without pressure
-- **Key principle**: Add new value each touch — no empty follow-ups
+- **Voice: Confident** — shares proprietary insights, positions as expert
+- **Tone: Energy MEDIUM** — informative, not pushy
+- **Tone: Formality MEDIUM** — professional but not stiff
+- **Key principle applied**: "Add new value each touch" — no empty follow-ups
 
 ## Enterprise Proposal Executive Summary
 
-### Before
+### Before (Generic)
-We are pleased to submit this proposal. We believe our platform is the best choice for organizations looking to modernize their sales operations.
+```
+We are pleased to submit this proposal for your consideration. Our
+company offers a comprehensive AI solution that can help improve your
+sales team's performance. We believe our platform is the best choice
+for organizations looking to modernize their sales operations.
+```
 
-### After
+### After (Brand Voice Enforced)
-[Company] processes 2,400 leads per quarter with a 12-person team. Pipeline-to-close sits at 18% — below the 24% benchmark for your ARR stage. This proposal outlines how [Product] closes that gap. Typical results: +31% win rate, -40% time to close. Implementation: 3 weeks. ROI breakeven: week 6.
+```
+[Company] processes 2,400 leads per quarter with a 12-person sales team.
+Current pipeline-to-close conversion sits at 18% — below the 24% benchmark
+for enterprise SaaS at your ARR stage.
+
+This proposal outlines how [Product] closes that gap. Our platform
+analyzes buying signals across your existing tech stack and surfaces
+the 3-5 daily actions most likely to advance each deal. Typical results:
++31% win rate, -40% time to close, 2.1x pipeline per rep.
+
+Implementation takes 3 weeks. ROI breaks even at week 6.
+```
 
 ### What Changed
-- **Voice: Data-driven** — opens with client's own metrics
+- **Voice: Data-driven** — opens with the client's own metrics, not "we are pleased"
-- **Voice: Direct** — no filler, every sentence carries information
+- **Voice: Direct** — no filler language, every sentence carries information
-- **Tone: Formality HIGH** — structured, precise
+- **Voice: Confident** — specific outcomes with numbers, clear implementation timeline
-- **Tone: Technical depth HIGH** — specific features and ROI math
+- **Tone: Formality HIGH** — structured, precise language
+- **Tone: Energy MEDIUM** — measured confidence, not hype
+- **Tone: Technical depth HIGH** — specific features (buying signals, tech stack analysis), ROI math
 
 ## LinkedIn Post
 
-### Before
+### Before (Generic)
-Excited to announce our new feature! We think it's going to change the way sales teams work! #sales #AI #innovation
+```
+Excited to announce our new feature! We've been working hard on this
+and we think it's going to change the way sales teams work. Check out
+the link below to learn more! #sales #AI #innovation
+```
 
-### After
+### After (Brand Voice Enforced)
-The average sales rep spends 4.2 hours/day on tasks that don't close deals. We analyzed 50,000 sales activities across 200 teams: top performers aren't working harder — they're responding faster. Today we're launching Signal Score: real-time prioritization that tells your reps exactly which deal to work next, and why. Early results: 23% fewer lost deals from delayed follow-up.
+```
+The average sales rep spends 4.2 hours/day on tasks that don't close deals.
+
+We analyzed 50,000 sales activities across 200 teams and found the pattern:
+top performers aren't working harder — they're responding faster.
+
+Today we're launching Signal Score: real-time prioritization that tells
+your reps exactly which deal to work next, and why.
+
+Early results from beta: 23% fewer lost deals from delayed follow-up.
+
+Link in comments.
+```
 
 ### What Changed
-- **Voice: Data-driven** — opens with stat, not "excited to announce"
+- **Voice: Data-driven** — opens with a statistic, not "excited to announce"
-- **Voice: NOT hype-driven** — measurable outcomes replace "change the way"
+- **Voice: Confident** — specific research (50,000 activities, 200 teams)
-- **Tone: Energy HIGH** — short sentences, bold opening
+- **Voice: Innovative** — describes what's new without hype
-- **Terminology**: No "revolutionary" or "game-changing"
+- **Voice: NOT hype-driven** — no "change the way sales teams work", replaced with measurable outcomes
+- **Tone: Formality LOW-MEDIUM** — casual enough for LinkedIn, professional enough for B2B
+- **Tone: Energy HIGH** — short sentences, bold opening stat
+- **Tone: Technical depth LOW** — outcomes-focused, accessible to any reader
+- **Terminology**: Avoided "revolutionary" and "game-changing" (prohibited terms)
 
 ## Internal Slack Message
 
-### Before
+### Before (Generic)
-Hey team, just a reminder to use the approved messaging. Please refer to the brand guidelines for more information.
+```
+Hey team, just a reminder that we should all be using the approved
+messaging when talking to prospects. Please refer to the brand
+guidelines document for more information.
+```
 
-### After
+### After (Brand Voice Enforced)
-Heads up — we updated the competitive positioning section. Two changes: (1) Against [Competitor]: lead with implementation speed (3 weeks vs. their 3 months). (2) Against Status Quo: new stat — manual processes lose 23% of pipeline to timing. Updated doc pinned in #sales-enablement. Questions? Tag me.
+```
+Heads up — we updated the competitive positioning section in the brand
+guidelines. Two big changes:
+
+1. Against [Competitor]: lead with implementation speed (3 weeks vs. their 3 months)
+2. Against Status Quo: new stat — teams using manual processes lose 23% of pipeline to timing
+
+Updated doc is pinned in #sales-enablement. Questions? Tag me.
+```
 
 ### What Changed
 - **Voice: Direct** — specific changes, not vague "please refer to"
-- **Tone: Formality LOW** — appropriate for Slack
+- **Voice: Data-driven** — concrete differentiators with numbers
-- **Key principle**: Internal comms can be less polished, but voice attributes still apply
+- **Voice: Approachable** — casual, helpful tone appropriate for Slack
+- **Tone: Formality LOW** — contractions, short sentences, "tag me"
+- **Tone: Energy MEDIUM** — informative without being overly enthusiastic
+- **Key principle**: Internal comms can be less polished, but voice attributes still apply
+
+## Using These Examples
+
+When enforcing brand voice, reference the relevant content type example to calibrate:
+1. Match the content type to the closest example above
+2. Note which voice attributes are most active for that type
+3. Apply the tone settings (formality, energy, technical depth)
+4. Check "We Are Not" boundaries — make sure content doesn't cross them
+5. Verify terminology compliance (preferred terms used, prohibited terms absent)