Don’t call us a company
When talking about our organization, don't refer to us as "the company", just use "we". If you do need to talk about our organization as a whole, use "Kentico". We are not a company, not a firm, not a family, but we can be a team, community, we, our people, vendor, or Kentico.
Talk directly to the reader to enhance the closeness of our relationship
Avoid saying "our customers" or "our clients" if possible, rather use YOU and WE. We want to saturate our writing with our customer intimacy approach.
Highlight the togetherness
Use words such as "together, "let's", "guide", and "support" (rather than "help").
Avoid being arrogant and cocky, don't write like you know it all
Saying “from our experience” sounds cocky if you don’t have data/proof points to back it up. Write with kindness and avoid saying things like "everyone knows", "every good marketer knows". There is never a right time to say "you should know this", just re-explain all over again. It is okay not to know something, it is okay to make mistakes, and it is okay to come back to us for guidance. Kentico is a safe space and this is the kind of "education" and wisdom we want to pass along.
Make the copy engaging in a clever and elegant way
Use emotionally-charged verbs rather than tons of adjectives and adverbs. Skip words such as “fantastic” or “great”. Be careful about clichés. Feel free to use exclamation points but do not overuse them.
Avoid using rhetorical questions if you can, but ask questions that don't have yes/no answers. Short and punchy questions are always better than long ones. And remember that questions should never be used when it steals the clarity, punchiness or straightforwardness from the text.
Forget clichés, empty marketing claims, and promises or vague statements. Be bold and energetic but don’t be shallow ("it is going to fulfill all your dreams"), avoid going over the top—it must feel honest and kind rather than cocky, arrogant and aggressive.
Be bold, punchy and on point
The shorter the better. Bold and short claims are always more welcome than extensive descriptive headlines. Avoid extensive descriptions of anything, write to the point, and cut out all the fillers and redundant words. Use adjectives and adverbs sparingly. Use emotionally charged self-explanatory verbs rather than generic ones. Say what you need to say, then stop writing.
Use will, not could
When talking about Kentico, and the results that can be achieved, be positive and back it up with examples. Never be vague and say what could happen, show them what will happen. Talk about all the amazing things they will achieve with our guidance.
Be consistent but consider the communication channel your are writing for
Consistency is the key but there is a different level of formality or seriousness you need to incorporate into a whitepaper and into a social media post. Always consider the communication channel you are writing for in terms of tone of voice, but always be consistent in what you are saying.
Make sure that every piece of content has a benefit for the reader
It is absolutely vital for our writing to bring something valuable to our reader—whether it's a piece of advice, guidance, an actionable to-do plan, etc. Do not write a social media post just to produce content. Always make sure that it carries some valuable information.