Writing Goals + Principles
With every piece of content we publish, we aim to:
Add value. Value can look like a lot of things, because people value things differently. Make sure you are adding and creating, not wasting or rambling. Write and share things that benefit others.
Empower. Help people understand the retirement industry by using language that informs them and encourages them to make the most of the plan.
Respect. Treat readers with the respect they deserve. Put yourself in their shoes, and don’t patronize them. Remember that they have other things to do. Be considerate and inclusive. Don’t market at people; communicate with them.
Educate. Tell readers what they need to know, not just what we want to say. Give them the exact information they need, along with opportunities to learn more. Remember that you’re the expert, and readers don’t have access to everything you know.
Guide. Think of yourself as a tour guide for our readers. Whether you’re leading them through the participant site, website forms, or educational materials, communicate in a friendly and helpful way.
Speak truth. Understand Leverage's place in our clients’ lives. Avoid financial direction and management suggestions. Focus on our ability to serve them with in-depth industry knowledge.
In order to achieve those goals, we make sure our content is:
Clear. Understand the topic you’re writing about. Use simple words and sentences.
Useful. Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?
Friendly. Write like a human. Don’t be afraid to break a few rules if it makes your writing more relatable. All of our content, from splashy homepage copy to system alerts, should be warm and human.
Appropriate. Write in a way that suits the situation. Just like you do in face-to-face conversations, adapt your tone depending on who you’re writing to and what you’re writing about.