What to say

Plain kit that does the job, priced so you do not have to think about it.

Tow and Mow is the straightforward option. The copy does not dress it up, and it does not apologise for the price either. State it, and state what it gets them.

The line

Tow and Mow is the efficient mowing solution for your farm or lifestyle block.

Simple, reliable, affordable. That is the whole proposition.

Who you are writing to

Farms and lifestyle blocks. One audience, not five sectors.

That is why there is no sector device in this brand: everyone being sold to has grass that needs cutting.

The buyer is usually spending their own money rather than a budget.

What it is competing with

Not another brand of tow-behind mower. It is competing with:

1. A second-hand ride-on. Cheaper up front, another engine to maintain, and it does not tow behind the vehicle they already own.
2. Paying a contractor. No capital outlay, and a bill every time the grass grows.

Name those two. A sentence that makes the comparison easy does more work than a sentence about us. "Cheaper than a contractor by the third season" beats "incredible value", because it can be checked.

Register

Short sentences. Say the thing and stop.

Superlatives are allowed. "The simplest way to mow your block" is on-brand. "The finest mowing system available" is not, because it reaches for a register this brand does not have and the reader will hear it.

Plain words over industry words. "Cuts" beats "achieves a cutting height".

Say this, not that

Say	Not	Why
Tow and Mow is the efficient mowing solution for your farm or lifestyle block.	The ultimate pasture management system.	The second reaches for a grander register than this brand sells on.
Mowing Made Simple	Precision Cutting Technology	Plain words. The buyer wants the grass cut.
Tows behind what you already own.	Compatible with a wide range of tow vehicles.	Say it the way a person would.
Cheaper than a contractor by the third season.	Incredible value.	A comparison someone can check, or nothing.
One moving part fewer than a ride-on.	Built to last a lifetime.	Say the thing that is checkable.
Add To Cart	ADD TO CART	All caps is a small label or a badge, never a button.

The one line that is regulated

You can say what the machine does to the grass. You cannot say what that does inside an animal.

"Cuts pasture even" is a fact about the machine and it is fine.

"Healthier stock", "better feed conversion", "reduces worm burden" are animal-health claims. Those are regulated in every market we sell into, by the ACVM Act in New Zealand, the APVMA in Australia, the VMD in the UK and the FDA in the United States. A machinery company is not allowed to make them.

A disclaimer does not fix it. Neither does a caption, a photograph or a subtitle. A picture of glossy healthy stock next to pasture-quality wording is the same claim made with a photograph.

The mechanics

Item	Rule
Name	Tow and Mow. Three words, no ampersand, capital T and M.
TOMO	Internal shorthand only. It never appears on anything a customer sees.
Models	Take the model name from the current price list. Never invent one, and never shorten one to fit a layout.
Model naming	A hyphen: Tow and Mow - <model>.
Model numbers	Metric everywhere, the US included. Where a number is a working width in millimetres, it is a name, not a measurement. Nobody converts them.
Manufacturer	Metalform (Dannevirke) Ltd.
Case	Title Case for headings and buttons.
Exclamation marks	Not one. Anywhere.
Em dashes	None. Use commas, full stops, colons, or "and".
Person	Second person. "Your block", "your paddock", "your Saturday".

The trademark symbol

The positioning line carries a trademark symbol.

Check which symbol applies before you set it. A trademark and a registered trademark are legally different and they are not interchangeable. Whichever it is, it appears on the first mention in a piece and nowhere else, and never inside a heading set in the brush face.

Two markets, two sites

New Zealand and Australia. Each has its own site.

Both are metric and both price in dollars, so the two differ less than you would expect. What does differ is the spelling, New Zealand English against Australian English, and every contact detail.

Never put a phone number, an email or an address into something that will be reused across both, because they are different in each.

When you are not sure

Ask before it goes out. Anything touching animal health, a model number or a finance offer is worth a second pair of eyes.