Land Rover UK TOV Guidelines

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LAND ROVER UK COPY GUIDELINES 26 CONNECT WITH YOUR READERS AVOID STOCK PHRASES “From a new set of alloy wheels to a precision timepiece…” Mercedes-Benz “From estate cars that are ideal for both business and family, to hatchbacks…” Volkswagen “From petrol and diesel, to plug-in hybrid electric…” Land Rover “…customise your BMW to suit your needs and lifestyle.” BMW “…a range of hybrid vehicles to suit your lifestyle.” Toyota “…find the perfect Land Rover vehicle to fit you and your lifestyle.” Land Rover Sound familiar? It’s not that there’s anything wrong with these phrases and formulas per se. But they’ve become overused in our industry. And leaning on stock phrases and formulas too much can make our copy sound like it’s been written by a well-versed robot. Making us sound insincere and therefore our customers are less likely to trust us. So let’s try to avoid using expressions that feel tired and clichéd, and instead consider alternatives which feel more fresh and interesting. For instance, instead of using the ‘from this to that’ method as a straightforward way of alluding to a range of features, you could say something like, “The Range Rover Sport comes with an extensive list of standard specifications, such as this and that.” Or you could choose to focus on the human benefits instead and write something like, “Whether you’re looking for city thrills or everyday adventures, Discovery is every vehicle you’ll ever need.” But of course, writing something that feels original will take more time than just slamming down some overworked formulas – even for copywriters with decades of experience. So make sure your team keep this in mind.
LAND ROVER UK COPY GUIDELINES 27 CONNECT WITH YOUR READERS AVOID CLICHÉS. OR USE THEM CLEVERLY. Similar to the previous point, but this time we’re not just talking about automotive and advertising clichés. We’re talking about clichés from society as a whole. Like “you only live once”, “rise and shine” and “nothing ventured, nothing gained.” Avoid them. Unless you use them cleverly enough to make them original again. AVOID JARGON The automotive world uses a lot of jargon and acronyms. Like residual value. And total cost of ownership. AWD. And PHEV. Avoid it if you can. But sometimes you might have to keep some jargon in. In that case, just make sure you explain the meaning the first time you mention it. Or hyperlink to a definition elsewhere rather than including it. If you’re not sure how to explain some jargon, imagine you’re talking to someone who’s intelligent but isn’t in the automotive world. Like a friend or family member. Then write down the way you’d explain it to them. When it comes to acronyms, write it in full the first time you use it, followed by the acronym in a bracket. Then use the acronym only from there. For example, ‘All-Wheel Drive (AWD)’ first. Then just ‘AWD’. However, if it’s an acronym that most people know, such as FAQ or USB, then there’s no need to write it out in full.
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Land Rover UK TOV Guidelines

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