It is important to maintain a consistent tone for editorial copy across the company. On the website and in marketing collateral, it is important to maintain a scientific, yet approachable style – linked to our Sage Archetype
– due to the fact we are trying to support, but not overshadow our valued customers and prospective clients.
Where possible, please avoid referencing individual divisions – with a move to one Smithers brand, the focus is now on what Smithers as a whole can offer, and not at what an individual division provides.
Points should be clear, and easy to understand. You often do not know exactly who you are speaking to, and a junior employer may not understand deeply complex, technical terminology
Use acronyms only when necessary, for example where they will help with readability and/or are a common term. Do not use without initially qualifying what they stand for.
- Speak directly to a customer
If you are writing with a target audience in mind, you are speaking to ‘someone’. Use this to make more direct points that will affect business decisions and highlight the approach we often take with customers – direct, clear support for individual business needs
A ‘sage’ is quietly confident, and understanding of the support we can provide our customers. Our customers will often be approaching Smithers at a challenging point in their product development, and an overtly proud tone could be a deal-breaker when they are looking for tailored, integrated solutions to their unique situations.
If you have any questions,
then please contact the support team.