Writing goals and principles.
This guide outlines each of the following: our messaging strategy, our brand voice and tone guidelines, our formatting conventions, and the common AP Style rules we abide by.
We want both current and potential clients to receive the same streamlined experience, so this guideline must be used at all times when accessing the following platforms:
If you happen to be writing content that uses an “all-knowing” voice (ebooks, web copy, or white papers, for example), you’ll want to keep this guide nearby. It’s full of valuable insights and information that’ll help you properly represent our brand in any content you create.
Our goal with each piece of content we publish is to:
- Empower. Inform and encourage people so that they can get the most from our services.
- Respect. Readers of our content deserve our respect. To ensure that this happens, always put yourself in their shoes. Make sure that you never patronize them. They have other things to do with their time, so always be considerate and inclusive. Finally, please don’t settle for marketing at readers; instead, take the time to communicate with them.
- Educate. Avoid focusing solely on what we want to say. Instead, please pay attention to readers’ needs and give them the exact information they're looking for. Provide opportunities for them to learn more. Remember: you are the expert, and readers have yet to discover everything you know.
- Guide. Picture yourself as a well-informed tour guide for our readers. No matter where you’re leading them or what you’re showing them, always communicate in a concise, friendly, and helpful manner..