Land Rover UK TOV Guidelines
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LAND ROVER <strong>UK</strong> COPY GUIDELINES<br />
31<br />
CONNECT WITH YOUR READERS<br />
IT’S OKAY TO MIX THIRD<br />
AND FIRST PERSON<br />
Try to use first person pronouns (we, us, our) as much as possible.<br />
First person sounds more natural and friendly than referring to<br />
ourselves in the third person (<strong>Land</strong> <strong>Rover</strong>).<br />
But sometimes it will feel more natural to use a mix of both.<br />
Forget what you were taught in school, this is acceptable. Just try<br />
to introduce the brand by name first, but after the first mention<br />
switch to personal pronouns. And stick to them. Like this, “<strong>Land</strong> <strong>Rover</strong><br />
has been an iconic badge of national pride for 70 years. But where did<br />
it all begin? Read our article which explores how the achievements<br />
and innovations of Defender, Range <strong>Rover</strong> Evoque and Range <strong>Rover</strong><br />
Velar in particular have taken us Above and Beyond.”
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