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Tell us who you are

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Stage 2 of 4

Tell us who you are

The single biggest difference between articles that read like anyone's and articles that read like yours.

6 min read

Brand FactsFree

A document about your business, split into facts we can quote — what you sell, who you sell it to, what you charge, what makes you different, what you have won, what customers say. Give it your website once and it writes the first draft itself, which you then correct.

When to use it
Before your second article, not your hundredth. Everything downstream reads better once this exists, and nothing downstream can invent it.
How to do it
  1. Add your website. It reads the site and fills in what it can.
  2. Go through the facts and fix them. The drafted version will be roughly right and specifically wrong, and specifically wrong is what gets published.
  3. Say how your brand name should be written, exactly. If it is lower case, or has a full stop, or is two words, write it the way you want to see it.
  4. Add your competitors and why you are better than each. Add your awards and your testimonials. These are what turn a generic article into a persuasive one.
What a good result looks like
You can read any fact aloud to a customer without wincing. Prices, guarantees and claims are ones you would stand behind in writing, because they will be in writing.
The mistake people make
Leaving the drafted version untouched and then being unhappy that articles sound generic. We can only be as specific as the facts you give us.
Set up your brand

Write your voice down once, in your own wordsFree

Alongside the facts there is a box for how you want to be written. Not a dropdown — your own instructions, in plain English, the way you would brief a new writer on their first morning. Saved on your brand, it applies to everything: single articles, batches, news, anything written for that brand from then on.

When to use it
Straight after the facts. It is the second half of the same job, and it takes ten minutes once instead of a sentence retyped into every brief forever.
How to do it
  1. Write the rules, not adjectives. "Professional and engaging" tells us nothing. "Second person. Two or three sentence paragraphs. British spelling. Never open with a question." tells us everything.
  2. Include the words you refuse to publish. Most people have a list — delve, unlock, landscape, elevate, in today's fast-paced world. Name them and they stop appearing.
  3. Say how your brand name is written, exactly, punctuation and capitals included, and whether it takes a strapline or an abbreviation after it.
  4. Say who is reading. Writing for a buyer who already knows the industry is a different piece from writing for somebody who has just discovered the problem exists.
What a good result looks like
You can hand one of these articles to a colleague without saying where it came from, and they read it as yours. The test is not whether it sounds good — it is whether it sounds like you.
The mistake people make
Describing a mood instead of a rule. "Friendly but authoritative" produces the same article everybody else gets. Every instruction you write should be one somebody could obey or break, and you could point at the sentence where they did.
Write your house rules
Previous
Work out what to write
Next
Write it properly

Followed this and the result isn't what's described above? Tell us — that's a fault on our side, not yours.