Land Rover UK TOV Guidelines

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LAND ROVER <strong>UK</strong> COPY GUIDELINES 24 CONNECT WITH YOUR READERS WRITE LIKE YOU SPEAK It’s hard for people to connect with a robotic, awkward or salesy voice. People instinctively trust those who speak like they do. So to build lasting relationships with our customers, it’s vital we master a warm and authentic conversational tone. BUT NOT EXACTLY LIKE YOU SPEAK That being said, don’t get overfamiliar or chatty. As a premium British brand it’s not our style. Keep it sophisticated. When we say “write like you speak”, it’s largely advice about not putting on a ‘telephone voice’ when you write. Because unless you’re writing scholarly essays – which we are not – the way we’ve been taught to write in school is way too formal and outdated. Here are some tips for making your writing more conversational…
LAND ROVER <strong>UK</strong> COPY GUIDELINES 25 CONNECT WITH YOUR READERS DON’T USE STUFFY WORDS AND PHRASES You wouldn’t say in a meeting, “Schedules shall be agreed upon prior to commencement of the project”. You’d say: “We’ll agree the schedules before we start the project”. Choose everyday alternatives, like these: • Help instead of assist • Start instead of commence • Follow instead of ensue • Ask instead of enquire • Before instead of prior to • Go instead of proceed
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Land Rover UK TOV Guidelines

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