Purpose of this library
This section is a living document. It is populated over time by the Creative Team with real examples drawn from Buffini content. The goal is to give writers concrete reference points they can use immediately, not abstract rules they have to interpret.
The initial examples below are illustrative. The team adds real examples, with context and results where available, as the library develops.
How to read these examples
Each example shows a before and after version with a brief note on what changed and why. The “not this” version is not always wrong by the rules. Sometimes it is simply weaker, less clear, or off voice.
Adding to this library
To submit an example for inclusion: Send the original copy, the revised version, context (what it was for, where it ran), and any relevant performance data to Sr. Creative Director Greg Rolnick (gregr@buffini.com) for review.
Examples that performed particularly well are marked with results data when available. These are the most useful references for the team.
Not thisIn today’s fast-paced real estate market, unlocking your full potential has never been more important. Leverage our world-class coaching to take your business to the next level.
ThisYou already have everything you need to build a referral-based business. Buffini gives you the system, the skills, and the coaching to make it work.
Off-brand: AI-sounding
Not thisConvert more leads. Close more deals. Maximize your GCI with Buffini’s proven system.
ThisBuild a business that brings clients to you, based on relationships they already trust. That’s what Work by Referral does.
Off-brand: transactional
Not thisHow To Build A Referral-Based Business That Actually Works.
ThisHow to build a referral-based business that actually works
Headline: sentence case
Not thisGetting Started With The Pathway To Mastery
ThisGetting started with The Pathway to Mastery®—Essentials
Headline: branded term in sentence case
Not thisClick here to learn more about our coaching options.
ThisBook your Business Consultation and find the right coaching program for where you are now.
CTA: bottom of funnel
Not thisBuy now and get started today.
ThisDownload the Work by Referral Quick-Start Guide. No cost, no commitment.
CTA: top of funnel
Not thisThe program covers contact, care and community.
ThisThe program covers contact, care, and community.
Oxford comma
Not thisWork by Referral isn’t a lead generation tactic—it’s a complete philosophy about how business works.
ThisWork by Referral is not a lead generation tactic. It is a complete philosophy about how business works.
Em dash replacement
Multimedia
Visual direction
Good Life Stories
Event testimonials
Event and stage video
Training and coaching
Social and lo-fi video
Technical standards
How we write
How to use editorial guide
Voice and tone
Decision principles
Headlines and display text
Writing about Brian Buffini
Member testimonials
Email conventions
Social media conventions
Purpose of this library
This section is a living document. It is populated over time by the Creative Team with real examples drawn from Buffini content. The goal is to give writers concrete reference points they can use immediately, not abstract rules they have to interpret.
The initial examples below are illustrative. The team adds real examples, with context and results where available, as the library develops.
How to read these examples
Each example shows a before and after version with a brief note on what changed and why. The “not this” version is not always wrong by the rules. Sometimes it is simply weaker, less clear, or off voice.
Adding to this library
To submit an example for inclusion: Send the original copy, the revised version, context (what it was for, where it ran), and any relevant performance data to Sr. Creative Director Greg Rolnick (gregr@buffini.com) for review.
Examples that performed particularly well are marked with results data when available. These are the most useful references for the team.
Not thisIn today’s fast-paced real estate market, unlocking your full potential has never been more important. Leverage our world-class coaching to take your business to the next level.
ThisYou already have everything you need to build a referral-based business. Buffini gives you the system, the skills, and the coaching to make it work.
Off-brand: AI-sounding
Not thisConvert more leads. Close more deals. Maximize your GCI with Buffini’s proven system.
ThisBuild a business that brings clients to you, based on relationships they already trust. That’s what Work by Referral does.
Off-brand: transactional
Not thisHow To Build A Referral-Based Business That Actually Works.
ThisHow to build a referral-based business that actually works
Headline: sentence case
Not thisGetting Started With The Pathway To Mastery
ThisGetting started with The Pathway to Mastery®—Essentials
Headline: branded term in sentence case
Not thisClick here to learn more about our coaching options.
ThisBook your Business Consultation and find the right coaching program for where you are now.
CTA: bottom of funnel
Not thisBuy now and get started today.
ThisDownload the Work by Referral Quick-Start Guide. No cost, no commitment.
CTA: top of funnel
Not thisThe program covers contact, care and community.
ThisThe program covers contact, care, and community.
Oxford comma
Not thisWork by Referral isn’t a lead generation tactic—it’s a complete philosophy about how business works.
ThisWork by Referral is not a lead generation tactic. It is a complete philosophy about how business works.
Em dash replacement
Contact Us
Purpose of this library
This section is a living document. It is populated over time by the Creative Team with real examples drawn from Buffini content. The goal is to give writers concrete reference points they can use immediately, not abstract rules they have to interpret.
The initial examples below are illustrative. The team adds real examples, with context and results where available, as the library develops.
How to read these examples
Each example shows a before and after version with a brief note on what changed and why. The “not this” version is not always wrong by the rules. Sometimes it is simply weaker, less clear, or off voice.
Adding to this library
To submit an example for inclusion: Send the original copy, the revised version, context (what it was for, where it ran), and any relevant performance data to Sr. Creative Director Greg Rolnick (gregr@buffini.com) for review.
Examples that performed particularly well are marked with results data when available. These are the most useful references for the team.
Not thisIn today’s fast-paced real estate market, unlocking your full potential has never been more important. Leverage our world-class coaching to take your business to the next level.
ThisYou already have everything you need to build a referral-based business. Buffini gives you the system, the skills, and the coaching to make it work.
Off-brand: AI-sounding
Not thisConvert more leads. Close more deals. Maximize your GCI with Buffini’s proven system.
ThisBuild a business that brings clients to you, based on relationships they already trust. That’s what Work by Referral does.
Off-brand: transactional
Not thisHow To Build A Referral-Based Business That Actually Works.
ThisHow to build a referral-based business that actually works
Headline: sentence case
Not thisGetting Started With The Pathway To Mastery
ThisGetting started with The Pathway to Mastery®—Essentials
Headline: branded term in sentence case
Not thisClick here to learn more about our coaching options.
ThisBook your Business Consultation and find the right coaching program for where you are now.
CTA: bottom of funnel
Not thisBuy now and get started today.
ThisDownload the Work by Referral Quick-Start Guide. No cost, no commitment.
CTA: top of funnel
Not thisThe program covers contact, care and community.
ThisThe program covers contact, care, and community.
Oxford comma
Not thisWork by Referral isn’t a lead generation tactic—it’s a complete philosophy about how business works.
ThisWork by Referral is not a lead generation tactic. It is a complete philosophy about how business works.
Em dash replacement