Tips on how to Create a Writing Model Information [+Free Guide & Examples]


A writing type information is important for any enterprise — particularly if there are a number of content material writers on the crew.

As you create increasingly content material in your web site and weblog, inconsistencies are certain to creep in. One purpose? Lack of readability in regards to the type through which you need to write down in. Disjointed communication throughout the multitude of content material creators in your group is usually a offender, too.

Free Download: How to Create a Style Guide [+ Free Templates]

Both method, failure to determine upon accepted editorial pointers is a recipe for inconsistent messaging. That is why sooner or later, most firms might want to develop a writing type information.

A writing type information signifies the essential guidelines of writing everybody agrees to comply with to make sure consistency throughout all content material, like whether or not you need to capitalize the «a» after the colon.

Notice: If you happen to write content material for HubSpot, you shouldn’t capitalize the «a.»

However wait… if that is the case, why would I capitalize the «If» in that final parenthetical? As a result of «If you happen to write content material for HubSpot, you need to…» is a whole sentence, thus warranting the capital «If.»

These conventions are laid out in our writing type information.

If you happen to discovered that prepare of thought terribly banal, you would possibly suppose writing type guides are probably the most boring issues on the planet and have a burning need to click on away proper about now. Au contraire, mon frère.

Why Writing Guides Are Essential

A writing type information saves you from discovering your self embroiled in a debate about whether or not there ought to be areas earlier than and after an ellipses, whether or not you capitalize «for» in a title, or when a quantity have to be written out in full.

If the writing type information bores you, simply think about how insipid that debate might be. The existence of a mode information means you may merely have the type information helpful as your little writing rulebook with out having to take a seat by way of debates about blockquotes.

Each guides are totally different in content material however the identical in perform. They play an vital function in how potential shoppers view, work together, and bear in mind your organization.

In an effort that can assist you get began together with your personal type information, this weblog submit will stroll you thru the right way to create a writing type information and which important components you’ll want to incorporate.

Earlier than we dive into the vital components you’ll want to incorporate in your writing type information, let’s discuss by way of the steps of making one. Your information ought to mirror your small business, its objectives, and your target market. To start out, you’ll must:

1. Assessment your model’s mission and values.

Why did you begin your small business? What’s its function? These are two vital questions that you simply ask your self whenever you begin planning and constructing your organization. If you happen to didn’t, ask them now. Outline your mission assertion. Define your model’s core values. This data will information the way you kind your connections together with your viewers. It’s going to let you develop an concept for a way you intend to speak with them.

Your model’s mission and values ought to information your selections and make sure that you’re actively working in direction of your aim. They outline and affect firm tradition by guiding your small business to make selections which can be useful to the corporate and your clients.

It is very important notice that this data can change. The truth is, it ought to. As time goes on and your organization evolves, it’s essential to evaluate and replace your model mission and values to precisely mirror your present enterprise mannequin and operations.

2. Create purchaser personas on your target market.

To create your writing type information, you might want to know who you’re speaking to. Think about having one dialog with a child boomer and one other with a millennial. The way in which you talk with them will doubtless be totally different. These nuances communicate to the significance of making purchaser personas.

A purchaser persona is a semi-fictional, research-based illustration of your goal buyer. This data ought to come from market analysis in addition to precise information out of your present clients. When creating your purchaser personas, envision your perfect buyer. What are their days like? How do they make selections? What challenges do they face? In the end, your purchaser persona ought to have a look at buyer demographics, habits patterns, motivations, and objectives.

When you establish your target market and their purchaser personas, you’ll have a greater concept of the right way to method communication.

3. Outline your organization’s voice and tone.

Establishing your organization’s voice and tone could be difficult as a result of the 2 ideas are simply confused.

Your organization voice is the way you need to be perceived by your viewers. It encompasses how your model messaging might be delivered. Do you need to come throughout as witty or pleasant? For instance, whereas Starbucks’ model voice is expressive, Coca-Cola’s is optimistic. When defining your voice, keep in mind that this is not going to change all through your writing. If you happen to set up your organization as “pleasant,” it ought to be integrated into your entire messaging.

Though your model voice ought to keep the identical, your tone would possibly change. The model tone refers to how you intend to precise your voice. The subtleties in tone lie fully with who your viewers is. Think about a good friend asks if you wish to be part of them for dinner, and also you reply “Okay.” Cultural cues would doubtless have them pondering that you simply’re not too eager on attending. Nonetheless, if you happen to responded with “Undoubtedly!” they may suppose you’re excited to go. Although each responses present that you’re prepared to eat dinner with them, the connotation modifications between phrases.

As you construct your voice and tone, determine what emotion you need your writing to tackle. Will it’s optimistic, impartial, adverse, or one thing in between? Once more, your selection ought to mirror your target market.

4. Define branded phrases and phrases.

What are the key phrases and phrases related to your small business? To maintain consistency all through your small business, establish these phrases on your type information. This could embody particular spellings and capitalizations.

Take MSNBC for instance. The cable channel has two logos, one with lowercase letters and one other with capitalized letters. Nonetheless, when the channel is written in copy kind, it’s all the time totally capitalized. This could be one thing to notice in a writing type information.

This must also carry into any slogans or phrases related together with your firm. For his or her slogan “Betcha can’t eat only one,” Lay’s would wish to be sure that their information specifies the spelling of “Betcha” and that there is no such thing as a ending punctuation. To look cohesive {and professional}, it’s essential to maintain this consistency all through all messaging.

5. Set up pointers for formatting.

Along with specializing in what’s written in your type information, additionally, you will must concentrate on how it’s written. Your writing type information ought to embody pointers for:

  • Headers
  • Hyperlinks
  • Daring, italicized, and common textual content
  • Bullet factors versus numbered lists

Formatting will permit your readers to skim and digest your content material shortly. As well as, as they develop into acquainted together with your type, they’ll come to anticipate your organization’s organizational breakdown. Each enterprise has the autonomy to decide on the way it codecs its content material. Be sure you develop a format that flows successfully on your readers.

6. Use a type information template.

how to create a writing style guide: hubspot template

Obtain Your Free Starter Template

As you’re employed by way of the above steps to construct your writing type information, you would possibly draw a clean on the right way to format it. Use a template. Many firms have their type guides obtainable to the general public. Discover a firm that you simply’d wish to emulate, use them as a place to begin, and customise the information till it turns into a illustration of your small business. See the “Writing Model Information Examples” part beneath for type guides from firms like Mailchimp, Google, and NASA.

What to Embrace in Your Writing Model Information

There are a couple of key sections to incorporate in your type information.

1. Model Handbook

Model manuals are reference books that inform writers the right way to deal with grammar, punctuation, and any particular use circumstances. Most companies undertake both the AP Stylebook or the Chicago Handbook of Model. It is as much as you to determine which guide you need your organization to comply with.

what to include in writing style guide: style manual

You should purchase on-line subscriptions to those manuals on your staff to reference, the login for which you must also embody on this part of the editorial type information to make entry easy. You would possibly discover staff usually tend to reference these instruments when supplied with a web based subscription that accommodates a search perform as an alternative of a paper guide by way of which they must flip to seek out their solutions.

Whereas these type guides present a superb reference level for primary grammar guidelines, you will most likely need to make some exceptions to the foundations for the sake of branding, tone, and elegance.

Use this part of your editorial type information to stipulate these exceptions and likewise to spotlight a few of the guidelines that generally come up when writing on your firm. Ideally, your writers would commit these guidelines to reminiscence, no matter whether or not it’s aligned with or in opposition to home type. For instance:

  • What do you capitalize? Do you capitalize the title of your product? Are there sure prepositions you need capitalized in your title regardless of your stylebook’s suggestions?
  • What do you abbreviate? How do you punctuate these abbreviations? Would you kind «a.ok.a.» or «aka»? «Okay» or «O.Okay.»? Or «OK»?
  • Do you employ an Oxford comma?

Itemizing solutions to frequent questions like these within the first a part of your editorial type information will give individuals a straightforward useful resource to reference that can prevent time and encourage consistency. Be at liberty to proceed including to this listing as extra confusions come up and get resolved in the course of the content material creation course of. You are creating your personal type information, so be at liberty to borrow totally different guidelines from totally different type guides. The vital factor is that you simply use the identical guidelines constantly all through all of the content material you create.

2. Generally Troublesome Phrases

what to include in writing style guide: troublesome words

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Most firms have terminology that is particular to their trade, and never all of these terminologies have a universally agreed-upon spelling. As an example, if you happen to write quite a bit about digital advertising and marketing like we do right here at HubSpot, you will discover numerous inconsistency across the spelling and capitalization of phrases like these:

  • e-book vs. E-book vs. e-book
  • ecommerve vs. e-commerce
  • web vs. Web
  • web site vs. site
  • Fb Like vs. Fb like
  • Retweet vs. re-tweet vs. reTweet vs. ReTweet

As a substitute of debating the right way to spell, capitalize, or hyphenate these phrases, embody a piece in your type information known as «Generally Troublesome Phrases» so writers can simply lookup the right spelling of those phrases in keeping with your home type information.

Recommendation for World Corporations

You probably have international readership and create content material for particular, same-language markets, you need to embody notes on whether or not you alter spelling for these markets or retain your home type.

For instance, if entrepreneurs from HubSpot’s Dublin workplace write a weblog submit, ought to American editors change their spelling of «favour» to «favor»? «Internationalise» to «Internationalize»? These questions ought to be answered in your type information, and the «Generally Troublesome Phrases» part is a logical location to do this.

Equally, if you’re creating content material in varied languages, type guides ought to be created for every language.

3. Voice and Tone

what to include in writing style guide: voice and tonePicture Supply

This part of the editorial type information ought to deal with one thing much less concrete than grammar guidelines however arguably extra vital, and that’s how your content material ought to sound to the reader.

Can writers use the primary particular person? How do you are feeling about using trade jargon? Take into consideration the phrases you’d use to explain your content material in a super world. Which adjectives would you like your content material to evoke? Conversational, academic, educational, humorous, controversial, or goal?

You would possibly suppose you need your content material to be all the above, however drive your self to prioritize just some. Clarify why it is vital to realize this type and tone in your content material, and supply examples of content material (excerpts are fantastic) which can be profitable in doing so, notably if these excerpts exist by yourself website already.

If there are stylistic traits your content material completely mustn’t have, embody that data, too. Once more, examples of what to not do are useful right here for the sake of comparative illustration.

When deciding on type and tone, be sure you contemplate your target market and purchaser personas within the course of. Which type and tone would resonate greatest with them? This brings us to our subsequent part.

4. Personas

what to include in a style guide: buyer personas

Purchaser personas are inextricably tied to type and tone, so it is vital to incorporate this part both earlier than or after the «Model and Tone» part of your type information. Why is it so vital to incorporate personas? As a result of the type and tone you undertake ought to be knowledgeable by your target market, i.e. the folks that might be studying all these items you are writing.

That being stated, the personas in your editorial type information needn’t go as in-depth because the personas created by your gross sales and advertising and marketing groups. (These would possibly embody detailed data like objections that come up within the gross sales course of and the right way to overcome them, or recommendations on figuring out these personas «within the wild» or whenever you get them on the cellphone.)

The personas in your editorial type information ought to be extra temporary, merely pulling out the highlights that concisely clarify who your target market is, their ache factors, how they wish to be communicated with, the worth your organization offers, and an image to provide writers a visible to remember when creating content material.

Together with personas in your type information actually is useful whenever you’re working with freelance writers. If you happen to’re doing a superb job with freelance author administration, you will present ample context to tell the content material they’re writing. A persona, and the way that informs tone and writing type, ought to all the time be included when kicking off a brand new freelance author venture.

5. Graphics and Formatting

what to include in writing style guide: formatting

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I do know, I instructed you earlier to not get into the nitty-gritty with visible pointers. That is nonetheless true. Your design crew or company ought to create a separate model design type information that addresses extra nuanced visible issues. (Are you able to inform I am not a designer?)

It is best to, nonetheless, add somewhat data to your written type information in case your writers are ever chargeable for creating visible property and/or copyediting visible property created by designers. Listed below are some frequent questions that will come up that can influence writers or editors:

  • The place can writers supply photographs, and the way do they correctly attribute them?
  • When ought to photographs align to the suitable, to the left, or within the heart?
  • Ought to textual content wrap round photographs?
  • What are the RGB and hex codes on your textual content and headers?
  • What typefaces can be utilized?
  • Can writers use italics, daring, or underlining? In that case, is utilization restricted to sure events, like bolding headers and hyperlinks?
  • Which sort of bullets ought to be used (sq., spherical, or different), and the way ought to they align with the remainder of the textual content?
  • How ought to numbered lists seem: «1», «1.» or «1.)»?

Many of those graphical components could be current in your content material administration system, however they are often simply overridden when writers copy and paste content material from elsewhere with formatting connected, or by an overzealous author with a aptitude for design. Define these expectations in your editorial type information, and refer these with extra superior must your model type information.

6. Accepted and Unapproved Content material

Nice content material typically cites analysis and information from third occasion sources. Make your author’s job simpler by offering authorised trade assets from which they’ll draw, and much more importantly, assets from which they can’t draw. Break up this part of your editorial type information into two sections: advisable and authorised trade assets, and «don’t point out» assets.

The knowledge within the «don’t point out» part ought to embody rivals and unreliable assets, and it must also point out controversial subjects and opinions that ought to be averted in any respect prices. For instance, many firms strictly prohibit any point out of politics or faith of their content material, or have provisions that specify when it’s acceptable to incorporate and the right way to body the dialogue. Equally, many firms work inside sure authorized restrictions, through which case this part of the type information would possibly present directions for receiving authorized approval earlier than publishing a chunk of content material.

That is the part of your editorial type information to elucidate the intricacies of such controversies as they relate to your model so you may stop fame administration catastrophes.

7. Sourcing

what to include in writing style guide: sourcing guidelines

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With nice analysis comes nice accountability… and numerous selections, sadly. Clear up the confusion round the right way to correctly cite analysis by deciding on one methodology and documenting it in your editorial type information. Clarify the right way to create footnotes, references, hyperlinks to exterior websites, and even bibliographies if they’re related to your organization.

This part of your editorial type information does not have to be lengthy. Simply write down the foundations and supply some examples of correct citations so writers can simply attribute their sources correctly.

8. Examples to Present What’s Proper and Fallacious

what to include in writing style guide: right vs wrong examplesPicture Supply

Each part of your editorial type information can profit from actual life examples of the ideas you are explaining, whether or not you embody these examples on the identical web page or as an appendix on the finish of the information.

For instance, when speaking about correct formatting, embody a visible instance of a well-formatted weblog submit with callouts that element why the weather are profitable. If you happen to’re discussing grammar utilization, present an incorrect instance, after which mark it as much as present how a author may repair it to align together with your editorial type information.

Bridging your necessities with correct executions out of your precise web site will assist illustrate these ideas extra clearly and lower down on follow-up questions and situations of exceptions to the foundations you’ve got laid out.

What To not Embrace In Your Model Information

It may be tempting to create probably the most complete type information of all time. However when paperwork get extremely lengthy, it might probably develop into somewhat arduous to make use of on a day-to-day foundation. Purpose for «complete, but usable» by deliberately reducing some sections. Widespread sections you need to omit out of your type information embody:

Content material Operation Notes

Whereas content material operations are the spine of your content material creation course of, detailed data on the processes shouldn’t be included in a writing type information. The motion of submitting content material to your editorial crew is an irreplaceable step in getting content material printed; nonetheless, this doesn’t add worth to the type your writers will use in creating. Further content material operation notes that may be unnoticed of your type information embody requesting slots on the editorial calendar or revision cycles.

Minor Visible Model Suggestions

Many groups fail to appreciate {that a} model’s emblem can have an effect on search engine optimization. For many who know this data, it’s possible you’ll be tempted to incorporate guidelines round emblem utilization or different visible type information components in your writing type information. Don’t. With some primary exceptions, these could be saved for a separate model or visible type information.

Design Parts

As beforehand talked about, writing type guides have little to do with the visible design components of the model. They have an effect on how the writing seems, however they don’t serve your writers as they create. The next design components ought to be unnoticed of your writing type information.


This part lists the fonts your model will use and the place they are often accessed. Typography sections additionally present detailed data on when and the place to make use of totally different fonts, in addition to acceptable sizes and variations.

Emblem & Variations

As vital as your emblem is to your model identification, it holds little to no significance within the eyes of your writers. Offering a picture of your emblem to your writers could assist them join with the feel and appear of the model; nonetheless, further particulars about variations and when to make use of them on print or digital content material is inconsequential.

Colour Palette

When selecting model colours, they sometimes align with the texture of the model. Brilliant colours are used to represent ‘completely satisfied’ or ‘contemporary’ manufacturers, whereas darker colours could make a model appear bolder and extra daring. Whereas the colour palette can assist solidify the tone of the model to the author, it’s nonetheless pointless. Every part they should know ought to be expressed whenever you outline your organization’s voice and tone.

Your editorial type information will merely information writers by offering a set of requirements to which they need to adhere when creating content material on your web site. It eliminates confusion, guesswork, and debates over what boils right down to a matter of editorial opinion amongst grammar and content material geeks.

If you happen to’re ever uncertain whether or not one thing ought to or mustn’t exist in your written type information, fall again on utilization to tell your determination. If it is too lengthy to be usable, lower it down; if it is too quick to reply the most typical questions, beef it up.

Tips on how to Get Others to Use Your Model Information

If you happen to put in all this work to create a complete type information, it would be an actual bummer if nobody used it.

Here is the reality: Some individuals simply aren’t going to make use of it, irrespective of how simple you make it for them to take action. So, simply settle for that. However after you are carried out grieving, there are some things you are able to do to extend the probability of adoption:

1. Contain different individuals in its creation from the get-go.

As a substitute of mandating the foundations your whole firm should use when writing, get a couple of individuals collectively to assist create the type information as a gaggle. Ideally, this little committee will span multiple division to extend the probability of widespread adoption.

2. Make it simple to seek out and use.

Our type information is out there on our inside repository, so it is easy for individuals to seek out, bookmark, and Ctrl+F to get solutions to questions shortly. Make yours equally simple to entry and use.

3. Maintain updating it.

Your type information is meant to be a residing doc. As new questions come up, make it simple for writers to ask questions on correct utilization and get a decision, and be sure that decision is mirrored in an up to date model of the type information.

Writing Model Information Examples

If you wish to see a writing type information in motion, try the examples beneath from well-known firms like Apple, Shopify, and Intuit.

1. Google

writing style guide examples: google

In Google’s type information, they’re very express with its precept to create clear, correct, concise textual content. The corporate affords clear directives to write down merely and immediately, deal with customers clearly, and extra.

Additionally they skillfully display examples of what staff ought to and mustn’t do. For instance, as an alternative of claiming, “Seek the advice of the documentation that got here together with your cellphone for additional directions,” their writers ought to write one thing much like “Learn the directions that got here together with your cellphone.” With this information, Google ensures that its textual content is inclusive to anybody, no matter their cultural or language variations.

2. Intuit

writing style guide examples: intuit

You doubtless acknowledge Intuit for applications like TurboTax and Quickbooks. Whereas some firms have their writing type information formatted as a proper doc, Intuit takes a distinct method. Their information seems as a message board.

On considered one of their most up-to-date updates, they shared new pointers on when and the right way to have a good time buyer wins. As you scroll by way of their information, you’ll discover voice and tone examples, thesaurus updates, and rules on the right way to establish and change dangerous language.

3. Shopify

writing style guide examples: shopify

The eCommerce platform, Shopify, has an in depth content material type information that walks its writers by way of voice and tone, accessible and inclusive language, grammar and mechanics, and naming. Because it elaborates on its voice pointers, it reminds writers that when talking as Shopify’s voice, they need to “be actual, however not too robust or overly acquainted.”

It directs writers to be proactive with out being pushy by providing their clients honest encouragement and sensible recommendation. Along with these pointers, Shopify has created an inventory of acceptable vocabulary and abbreviations to make sure its messaging is constant and clear for its retailers.

4. Microsoft

writing style guide examples: microsoft

Heat and relaxed, crisp and clear, and able to help: That’s Microsoft’s method to writing for its clients. Microsoft is one other firm with a distinct tackle the way it presents its writing type information. With one webpage on the heart, it hyperlinks out to useful data, together with its “Prime 10 suggestions for mastering Microsoft type and voice.”

The web page lists different advisable content material, akin to data on bias-free communication and directives on the right way to write step-by-step directions. Whether or not the content material is for an app, web site, or white paper, this information retains all Microsoft communication clear, concise, and constant.

5. Apple

writing style guide examples: apple

In Apple’s writing type information, they instantly specific their mission. Reflecting on the range of its clients, they stress the aim of the information — to write down consciously and inclusively.

The setup that Apple makes use of can be very on-brand. Its type information has “earlier’ and “subsequent” buttons, which mimics a step-by-step tutorial that one is accustomed to in the event that they’re acquainted with Apple merchandise. Apple additionally encourages its writers to return for updates. Writing modifications over time, so its writers must adapt to the modifications Apple makes to its writing type information as they occur.

6. Mailchimp

writing style guide examples: mailchimp

Writing copy for a model could be complicated. As you turn between media, there are specific nuances that you simply might need to bear in mind. Mailchimp does an incredible job breaking down these elements in its type information. It consists of rules for writing technical content material, authorized content material, e mail newsletters, and social media.

To facilitate the method for its writers, the Mailchimp content material type information has a hyperlinked part that enables customers to shortly navigate by way of the webpage.


writing style guide examples: nasa

The Nationwide Aeronautics and Area Administration (NASA) is thought for the complexities of outer area. In its type information, it mentions that its function is to be constant in its writing type and utilization, so its readers keep away from distraction from complicated phrases and ideas.

The information directs its writers to make use of The Chicago Handbook of Model but additionally offers particular subjects, together with an summary of their editorial type in addition to sections on gender-specific language, abbreviations, and figures and tables.

8. Yokel Native

writing style guide examples: yokel local

This instance comes from HubSpot Companion Yokel Native. Their writing type information retains each their in-house contributors and their freelancers on the identical web page when writing and modifying advertising and marketing content material for purchasers.

You will discover that they did not go too far within the weeds, both. The entire information is 15 pages in massive, enticing lettering, and something not explicitly said within the information is left as much as the AP Stylebook and the Merriam-Webster dictionary. The simplicity is efficient, and so they clearly had enjoyable designing the doc to be cohesive with their model pointers.

Polish Your Editorial and Content material Model

With regards to operating your small business, you would possibly assume that your phrases maintain little weight when in comparison with your services or products. You’d be mistaken. Whereas your merchandise are central to your small business, the way you share data — the phrases you employ — is essential to gaining new clients and sustaining present ones.

Consistency is a vital think about managing a profitable enterprise. With a writing type information, you’ll lower inconsistent content material and communication. You’ll equip your crew with the instruments and assets to ship a powerful, cohesive message that attracts in your target market. As you’re employed to create or polish your writing type information, this text will function your information to get there.

Editor’s notice: This submit was initially printed in Might 2015 and has been up to date for comprehensiveness.

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