What does that mean when we write?

Bold

We are confident in the way we state our point of view.

How to do it

  • Be definite. Say it with confidence. Don’t use phrases like 'we try to' or 'we aim to'.
  • Make short bold statements. At the beginning of a paragraph they have most impact.
  • Use I and we to take responsibility for a situation.
  • Avoid verbs like could, should, would, might, may.
  • Avoid adverbs like maybe, probably, possibly.
  • Avoid words like generally, basically, largely, typically.
  • Also avoid phrases like ‘for the most part’, ‘by and large’, ‘as a rule’.

Progressive

We find new ways to express creative ideas.

How to do it

  • Use the active voice wherever possible (A sold B rather than B was sold by A).
  • Vary the structure and length of your sentences to add natural rhythm and pace.
  • Find powerful verbs – because they express actions and make language more dynamic.
  • Avoid over-used phrases like 'a wealth of experience' and 'uniquely placed'.
  • Avoid business jargon: 'bang for your buck', 'blue sky thinking', 'best of breed', 'one-stop-shop'.
  • Use analogies that link to topical  issues. But take care to keep them  clear and simple.

Friendly

We're warm and friendly. Our empathy with people comes across when we write.

How to do it

  • Put the focus on what the reader needs, not on what we’re offering.
  • Address your audience as you.
  • Write the way you speak. Sound friendly, yet business-like. It’s fine to use informal language and contractions, such as it’s, can’t, he’s.
  • Use questions to provoke interest and engage people (What impact will the new UK immigration laws have on your business?).
  • Use language that engages emotionally and shows you understand (The world is uncertain. It can be hard to take decisions about expansion).
  • Paint a picture in the reader’s mind.  Tell a story.

Clear

We keep things simple and get to the point fast, making it easy for people to understand.

How to do it

  • Use everyday words.
  • Avoid complex language, idioms and cultural references.
  • Keep it short and direct. Edit, edit and edit again.
  • Use words your audience uses and understands. Jargon only has  a place when you’re talking to an expert audience.
  • Be specific. Avoid words and phrases like several, a range of.
  • Avoid overblown adjectives and superlatives like unprecedented, inestimable.