• The tone of the copy should be conversational, inspirational, and down to earth, with a modern touch. The information below should be used to inform the copy’s tone.

• CONVERSATIONAL:
  • A good practice to test this is to read the copy out loud, and if it does not sound like something you would say to a friend when explaining the product or service, then re-work the copy.
  • These are other guidelines to consider when trying to write in a conversational tone:
    • Describe products and services in a straightforward, plain way.
    • Use simple words that are so clear that anyone can understand them.
    • Be concise. In other words, only write as much as is necessary to convey helpful information.
    • Avoid superlatives or hyperbole (i.e. do not make hyperbolic/overly-broad statements like “Your search for the perfect rewards card is over”)

• INSPIRATIONAL:

  • Be encouraging using empowering statements like “you can”.
  • Use active sentence construction. It’s energizing and engaging. Use the present tense as much as possible, as it feels immediate.
  • Break up sentences. Short sentences have impact. They inject pace and are the way people talk.
  • Provide helpful information and tips to inform and empower.

• DOWN TO EARTH:

  • Be inclusive by using pronouns and possessives such as “us”, “we”, and “our”. Frame the messaging as an ongoing dialogue between friends and neighbors, rather than speaking AT people.
  • Use a level of technical language that our audiences are comfortable with. If something needs a few words of explanation, explain it. We’re here to make the complicated easier to understand.
  • Do not use credit union jargon—insider words or acronyms.
  • Show empathy. Ok to share stories and personal examples.

• MODERN:

  • We are professional; however, still playful. Ok to use light humor and relevant reference when appropriate.
  • Being modern is a balance between people and technology. Talk about the outcomes our technology (benefits) will provide such as “have more time to do important things like being at your daughter’s soccer practice by depositing your check with our app.”

• Do not use “Whether” statements (i.e. “Whether you are looking for a new car or for that dream vacation…”)

• Make sure SEO Keywords are incorporated on the page, following these guidelines.
  • In monday.com, find the SEO Keywords column and for the respective page, add the terms into the copy on the dev site page. Make sure to incorporate these words/terms in a way that is natural to read.
  • NOTE: Do not force SEO keywords into the copy if they do not naturally fit in with what we are trying to communicate.

This Title should be in sentence case.

Don’t put a period at the end of the Title.

Title and Sub Title should be written in the form of a sentence, not a question.

The Hero Block should focus on the External Solution from the Use Case, so make sure to write with that as the guide. The “Sentence Expander” or “Content Improver” copywriting software templates can be used in order to expand on the External Solution.

Using the “Problem & Solution” section in the Use Case for the product, create an engaging hook that introduces viewers to the product in an interesting, clever way.

For help, using the copywriting software, copy and paste the “Problem & Solution” section into the Content Improver template in order to generate potential sentences that can be used.

Write a sub-headline that’s a summary of the Biggest Advantages from the Use Case. Write a complete sentence that is descriptive, factual, and starts with a verb (e.g., Get, Open, Apply, etc).

Using the respective “Feature & Benefit” highlight in the Use Case for the product, create an engaging hook that introduces viewers to the product highlight in an interesting, clever way.

For help, using the copywriting software, copy and paste the feature details into the Content Improver template in order to generate potential sentences that can be used.

NOTE: Make sure this feature is one of the features listed in the “Biggest Advantage” table in the Use Case. If all features are points of parity, use best judgement.

[Content]: In 1-2 sentences, explain how the solution solves the user’s problem.

Copywriting software instructions
1. Template: Feature to Benefit

Product description: Copy and paste the primary “Feature & Benefit” highlight paragraphs from the Use Case.
Tone of voice: Use the client’s default.

2. Start with the best outputs for Standard and Emotional benefits and edit it as appropriate in order to “Write a 1-2 complete sentences that communicates the benefits people get from this product.”

3. Insert the edited text into the CMS.

In the 1-2 sentences for these text columns, try to expand on the highlighted feature’s helpfulness. How does this detail make the product more advantageous for the member?

Copywriter can reference the Feature, Advantage & Benefits section sections in the Use Case for this highlighted feature. Copywriter can get assistance with the copywriting software by using the “Sentence Expander” template and expanding a drafted sentence or using the sentences in the Use Case Feature , Advantage & Benefits section.

NOTE: Make sure this feature is one of the features listed in the “Biggest Advantage” table in the Use Case. If all features are points of parity, use best judgement.

[Content]: In 1-2 sentences, explain how the solution solves the user’s problem.

Copywriting software instructions
1. Template: Feature to Benefit

Product description: Copy and paste the primary “Feature & Benefit” highlight paragraphs from the Use Case.
Tone of voice: Use the client’s default.

2. Start with the best outputs for Standard and Emotional benefits and edit it as appropriate in order to “Write a 1-2 complete sentences that communicates the benefits people get from this product.”

3. Insert the edited text into the CMS.

If there are no additional highlights, remove this block.

If there are more than 4 additional features, add more rows to this block.

The “Sentence Expander” and “Content Improver” copywriting software can be used by the Copywriter to help with this block.