Writing Guide

Written expressions—such as our website or customer success emails—are an important part of our brand. The language we use in our writing can have a huge impact on how our audience experiences Publitas. To make sure our writing resonates with our audience and to keep this part of our brand consistent, we’ve written this guide.

Your writing can change to better fit context, but always stays true to our brand personality. It’s easy to imagine you’ll speak differently to a long-time Publitas fan, then to a new lead that’s still trying to understand Publitas’ value. Your writing might fluctuate from inspiring to helpful or serious, for example, depending on the reader’s needs at that moment.

When writing, make sure to consider the reader’s state of mind. Are they happy because a PDF conversion has finished? Are they confused and looking for help? Did they just read about an interesting feature they haven’t used before? Once you have an idea of the reader’s needs, you can adjust your writing accordingly.

Here’s a list of useful pointers to apply to or adjust your writing:

Authentic

  1. Be direct: Don’t omit pain points and don’t delay discussing something difficult or unpleasant. (But don’t be blunt.)
  2. Be credible: Make sure what you’re writing is truthful and can be confirmed if required.
  3. Be transparent: Describe your intent and point of view clearly with the information you have at hand. Openly share what you do and don’t know.

Friendly

  1. Be conversational: Use language that you would with a colleague or friend. Think business casual.
  2. Be fun: When the time and place are right, feel free to add a joke or have a laugh in your writing. The aim is to make your reader smile. Never at the expense of clarity.
  3. Be respectful: Respect your reader’s time and investment. Show that you value who’s on the other side of your message. Is your message worth their time?

Inspiring

  1. Be active: Use an active voice. Avoid passive voice.
  2. Be challenging: Challenge your readers to see a new point of view. Describe the benefits that you truly believe in. Bring data to support your claims.
  3. Be creative: Find unique topics with a unique point of view. Don’t be afraid to stand out in your writing if it helps your cause. The aim is to make your reader think. Never at the expense of clarity.

Generous

  1. Be grateful: Thank your readers for their time. Appreciate the interaction you have with them. Show clearly you are open for more communication.
  2. Be positive: Whenever possible, phrase sentences positively rather than negatively.
  3. Be sharing: When writing, deliver real value to your readers. Share what you know to help people be successful. Can you help solve a problem? Do you have insights that might be valuable to share?

Excellent

  1. Be clear: Use the SMART criteria. Write and rewrite. Bring your point across. The point is to be understood. If all else fails, being clear should be your main goal.
  2. Be concise: Use as few words as possible to make your point. Don’t add text if it’s not needed. Avoid unnecessary or redundant information.
  3. Be informed: Double check your facts. Make sure you know what you’re talking about. Improve your on-topic knowledge. Link to references if required.

Quick self-check:

  • Is your copy clear, focused, and positive?
  • Have you verified any facts and claims?
  • When you read your copy, does it make you smile?
  • When you read your copy, are you excited to learn more — and do more?