Tone, Voice, and Style

Tone & Voice

The Seakeeper brand is upbeat and jovial. We break down complex, technical concepts in an informal and relatable way to be helpful to boaters. We use humor to connect to our audience to make the difficult concept of gyro stabilization and angular momentum more approachable and acceptable. 

Tagline

Once you feel it, you’ll never boat without it. 

Our tagline speaks to the ingenuity of our product. Because its incredible performance is often “unbelievable,” we’ve centered much of our messaging on creating experiences for the customer. We know that once a boater has felt the Seakeeper difference for themselves, they’ll never want to go back to boating without one. 

Style

This style guide should be used when drafting sales and marketing copy. By using this standardized style, documents remain consistent and understandable to our shared customers. 

Writing About Seakeeper

Seakeeper should always be written out when referring to the product, brand, or company. 

  • Do not abbreviate Seakeeper to SK.
  • Do not add additional words/letters to product names: 
Correct use:

Seakeeper 1, Seakeeper 6, Seakeeper 35

Incorrect Use:

SK 1, Seakeeper NG9

Talking About Seakeeper

Call the product a Seakeeper wherever possible, rather than a more generic term like gyro, gyro stabilizer, gyroscopic stabilizer, or stabilizer.

Question:

What’s that?

Answer:

That’s a Seakeeper! It eliminates up to 95% of boat roll! 

Angular Momentum

Angular momentum, not torque, should be used when helping a customer to understand gyroscopic power. Angular momentum is measured in Newton-meter-seconds (N-m-s). Our products are named by the angular momentum they produce:

  • Seakeeper 1 has 1,000 N-m-s of angular momentum.
  • Seakeeper 6 has 6,000 N-m-s of angular momentum, so it’s 6x more powerful than the Seakeeper 1. 
  • Seakeeper 35 has 35,000 N-m-s of angular momentum, so it’s 35x more powerful than the Seakeeper 1. 

Referring to multiple Seakeeper Units

One Seakeeper is called a unit. To pluralize:

Correct use:

The boat had two Seakeeper units. 

Incorrect Use:

The boat had two Seakeepers.

Listing multiple Units

Write out Seakeeper each time

Correct use:

A Seakeeper 9 and a Seakeeper 5 were installed. 

Incorrect Use:

A Seakeeper 9 and 5 were installed 

Referring to Aftermarket Installations

Use “refit” when writing and speaking about aftermarket installations

Correct use:

Refit

Incorrect Use:

Retrofit

Referring to The Seakeepers’ Performance

Use eliminate or elimination when speaking about boat roll

Correct use:

Roll elimination; The Seakeeper onboard eliminated 90% of the roll!

Incorrect Use:

Roll reduction; The Seakeeper onboard reduced roll by 90%.