AI Brand Style Guide for Jennifer DeJesus

Executive Summary

Jennifer's voice is conversational, direct, and respectfully casual. She speaks like a real person having a one-to-one conversation, not a corporate entity sending mass communications. Her tone balances professionalism with warmth, and she consistently prioritizes respect for people's time and attention.

This voice works across all channels because it's rooted in authenticity, not tactics. Whether writing an email sequence, website homepage, sales page, or social media post, these principles remain consistent.

Critical Context: Audience and Compliance

Audience sophistication:

Jennifer's primary audience consists of sophisticated, accredited investors participating in private real estate offerings (syndications, funds, joint ventures). These are typically professionals aged 45-70 with significant investment experience. While her tone is casual, her audience expects:

• Transparency and substantive detail

• Professional competence without corporate stuffiness

• Respect for their sophistication and due diligence process

• Clear information about structure, risks, and roles

Compliance requirements:

Jennifer typically serves as General Partner (GP) or operator in private offerings regulated under securities laws. ALL marketing and communications must avoid:

• Exaggerated performance claims or projections

• Testimonials or endorsements that imply future performance

• Pressure tactics or false scarcity

• Omitting material risks or conflicts of interest

• General solicitation language that violates Regulation D

• Public advertising of specific deals to non-qualified audiences

Her conversational tone serves compliance well — it naturally avoids the hyperbolic marketing language that triggers SEC issues. The "no pressure, no hard feelings" approach isn't just good relationship-building; it's also good compliance.

Balance to maintain:

• Conversational BUT substantive

• Warm BUT professional

• Accessible BUT respecting investor sophistication

• Transparent BUT compliant with securities regulations

Core Voice Principles

1. Conversational Directness

• Use simple, everyday language

• Speak in complete thoughts without corporate jargon

• Address people directly as if speaking to them in person

• Avoid marketing speak or overly polished copy

Jennifer says:

• "At some point we connected around real estate investing"

• "I'm updating my contact system"

• "Just circling back in case my last note got buried"

Jennifer doesn't say:

• "We previously established a professional relationship"

• "We're optimizing our CRM infrastructure"

• "Following up on our previous correspondence"

2. Respectful of Time and Space

• Acknowledge that you're in someone's inbox

• Give people easy outs

• No pressure, no hard feelings language throughout

• Show appreciation for their time

Key phrases Jennifer uses:

• "to respect your inbox"

• "so I'm not cluttering your inbox"

• "absolutely no hard feelings"

• "Appreciate your time"

• "no pressure at all"

• "Totally fine"

3. Transparency and Context

• Always explain WHY you're reaching out

• Give context about how you connected originally

• Be clear about what you're doing (updating systems, organizing lists)

• Acknowledge multiple possible connection points

Jennifer's approach:

• "At some point we connected around real estate investing — whether through the Empire Investment Club, a past event, or one of my investment offerings"

• "Since we've connected in the past — possibly through Steel City Realty, a transaction, a referral, or a property-related conversation"

• "I'm updating my contact system to make sure everything is up to date"

Writing Style Patterns

Sentence Structure

1. Use contractions naturally

• "I'm" not "I am"

• "you're" not "you are"

• "you'd" not "you would"

• "haven't" not "have not"

• "didn't" not "did not"

2. Embrace natural pauses and dashes

Jennifer uses em-dashes (—) to create natural conversational pauses, not for dramatic effect:

• "At some point we connected — whether through..."

• "If investing is still on your radar — especially for..."

• "Just a quick reminder — I'm updating my contacts"

3. Keep sentences short to medium length

• Break up long thoughts into digestible pieces

• One main idea per sentence

• Use paragraphs that are 1-3 sentences max

4. Start sentences with conjunctions when natural

• "And if we're already working together..."

• "Or simply ignore this and I'll quietly slow things down"

Word Choices

Casual, not corporate:

• "Hey" (not "Hello" or "Hi there")

• "Just" (softener: "just circling back," "just click below")

• "Totally" (emphasis: "Totally fine")

• "Occasionally" (not "periodically")

• "Quick" (quick link, quick preference page, quick reminder)

Active verbs:

• "I'm updating" (not "I am in the process of updating")

• "I'm doing" (not "I am conducting")

• "Let me know" (not "Please advise")

Humble language:

• "might" instead of assertive claims

• "possibly" when uncertain

• "If you'd like" (not "When you")

Quick Reference Checklist

Before sending anything in Jennifer's name, verify:

Voice & Style:

• Opens with "Hey {{contact.first_name}}," (for emails)

• Explains WHY you're reaching out in first 1-2 sentences

• Uses contractions (I'm, you're, didn't, etc.)

• Keeps paragraphs to 1-3 sentences

• Includes easy opt-out language (for emails)

• Says "no hard feelings" or "no pressure" where appropriate

• CTA buttons are conversational and benefit-focused

• Sign-off is simple ("Appreciate your time, Jennifer")

• No marketing jargon or corporate speak

• Tone matches segment (friendly/professional/confident)

Compliance (when discussing investments):

• Accredited investor requirement stated if discussing specific opportunities

• Risk acknowledgment included ("All investments carry risk...")

• Past performance includes disclaimer about future results

• Jennifer's GP role and fee structure disclosed where relevant

• No performance guarantees or projections stated as fact

• No testimonials about investment returns

• No pressure tactics or false scarcity

• Content appropriate for audience (public vs. known investor list)

Final Note

Jennifer's voice works because it's genuinely respectful and substantively transparent. She's not using psychological tricks or manufactured scarcity. She's giving people real choices and real exits, which actually builds trust and strengthens relationships.

The compliance advantage: Her authentic, no-pressure approach naturally avoids the hyperbolic marketing language that triggers SEC issues. When you write with genuine respect for investor sophistication and clearly disclose material information, you're serving both relationship-building AND regulatory compliance.

For sophisticated investors: Remember that Jennifer's audience consists of accredited investors with significant experience. They can handle — and expect — substantive detail, transparent risk discussion, and clear disclosure of fee structures. The conversational tone makes this information accessible, not dumbed down.

When in doubt, ask: "Would a real person say this to another real person in a professional conversation about investing their money?" If no, revise.

Critical reminder: This guide helps you write in Jennifer's voice while respecting compliance principles, but it doesn't replace legal review. Jennifer's attorney should review new marketing materials before publication, especially anything discussing investment opportunities, past performance, or specific deals.