arrow_upward
Copywriting guidelines

Style guide for Upsales

Welcome to your guide to writing style and terminology for all communication—whether an app, a website, or a white paper. If you write about computer technology this guide is for you.

OBS: This page is currently under development! 
01

Tone of voice

Our tone of voice is how we communicate.
EmotionsCharacterVoiceJargon

Core principles

Upsales have three tone of voice principles for all communication.

Crisp and clear

We’re to the point. And put simplicity above all.
How to:
  • Get to the point fast
  • Start with the key takeaway
  • Put the most important thing in the most noticeable spot
  • Make choices and next steps obvious
  • Give just enough information to make decisions confidently

Easy to read

We keep things short. And always choose the easiest way to say something.
How to:
  • Avoid sounding pompous, overly formal or academic
  • Avoid fluffy and abstract texts with no meaning
  • Avoid unnecessary words in sentences
  • Make texts easy to skim with subheadings and paragraphs
  • Go with the easier word when comparing synonyms

Entrepreneurial

We bring new ideas to the table. And our ambitions shine through in everything we do.
How to:
  • Avoid sounding pompous, overly formal or academic
  • Avoid fluffy and abstract texts with no meaning
  • Avoid unnecessary words in sentences
  • Make texts easy to skim with subheadings and paragraphs
  • Go with the easier word when comparing synonyms
02

Marketing communication

Use tools to make your writing a bit more hassle free.

Audience

Our audience is who we’re communicating with.

When creating content, we write for the highest-level decision-makers only. We don’t risk diluting our brand.
A CEO will never read a blog post written for a sales executive. A sales executive with ambitions, however, might read a post created for a CEO. Don’t fall into the trap of creating content for everyone.

Message

Our message is what we are communicating. Upsales have three core topics in which we’d like to be seen.

How to grow a business

Sharing expertise in entrepreneurship and how to create growth in organisations.

Sales insights

Sharing the lastest insights and findings from our own data.

Sales advice

Sharing high-quality tips and tricks on how to improve the sales process.
03

Product communication

Use tools to make your writing a bit more hassle free.

Emotions

Upsales is for sales professionals. The core messaging is about helping people sell more. However, it’s also about using the magic of Upsales technology to get an advantage. 

Therefore, your reader’s primary motivation/emotion is likely to be one or more of:
“I need to reach/exceed my sales targets”

Emotions: Assertive, optimistic, impatient

“How do I use this feature in Upsales?”

Emotions: Excited, curious or frustrated

So first decide on your reader’s emotion. Are they:
  • In a hurry?
  • Looking for information to complete an action?
  • Browsing for educational content?
  • Comparing Upsales against a competitor?
After you have decided, adopt the Upsales “character” when writing...

Character

Upsales character is:

Sales focused

Helping you compete and sell more

Advanced

Offers new technology/AI

Powerful

Lots of integrations, features

Dynamic

Responds to customer queries quickly

Evolving

Building new features to respond to changing customer needs

Empowering

Sharing expertise on how to uncover hidden sales opportunities

Voice

Show this character in your writing voice by being:

Clear

Write “use” or “help” instead of “utilize” or “assist”

Easy to read

Contract words where possible, so use “isn’t” instead of “is not”

Friendly

Use “avoid” rather than “do not” where possible, eg “Avoid adding too many contacts” rather than “Do not add too many contacts”

Confident

Avoid using “if” and try to start sentences with verbs in how-to articles.
“Contact us if you’d like to try this feature” instead of “if you would like to try this feature, contact Upsales.”

Personal

Write as if you’re talking to one person. “You can also set up user accounts” instead of “It is also possible to set up user accounts”

Helpful

Explain why the reader should do something. “Add more details to your contacts so you can become more granular in your reporting”

Jargon

It’s fine to use jargon when you’re talking about industry-specific things.

For example: landing page, funnel, pipeline, signals, closing, content, deliverability.

Avoid using jargon when it’s a buzzword (a word that isn’t specific, doesn’t help the reader, and there is not one simple definition).

For example, “synergy”, “value-added” or “turn key”.

02

Financial communication

Use tools to make your writing a bit more hassle free.
04

Writing tools

Use tools to make your writing a bit more hassle free.

Readability

When you want everyone to understand your words, paste in your content to the Hemingwayapp.

This highlights potentially difficult sentences/words. Rewrite any that appear, and aim for a Grade 6 score.

Try to keep all sentences below 20 words
Visit Hemingwayapp.com

Grammarly

Grammarly not only helps you with spelling, we've also added our Upsales glossary into the plugin wich helps you with the choice of words.
Install the Grammarly plugin

Microsoft writing guidelines

When in doubt, the people at Microsoft have been writing things for quite some time and they've got some quite extensive guidelines to learn from.
Visit Microsoft writing guidelines
05

Article writing

Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Sed posuere consectetur est at lobortis. Donec ullamcorper nulla non metus auctor fringilla.
Text stylingWriting guidance

Text styling

Bullets

For help articles that have more than one heading/section, use bullets for the intro. For example:

This article covers:
  • Setting up your account
  • Inviting users

Italics

Avoid - se bold or hyperlinks if you want to emphasise a word.

Italics are used inside the Upsales products to indicate something inactive or disabled.

Bold

Use bold to highlight important words in a sentence. For example: “You can edit a user's status at any time, even if you have previously deactivated or deleted that user.”

Underlining

Avoid – people will think it’s a link.

Writing guidance

Features

Capitalise the first word and either put in bold or hyperlink.

Example: The Sales board displays sales information.

Article intro

Keep your first sentence under 15 words – it helps draw people in to read more.

Paragraphs

Keep to one idea per paragraph:

Avoid

A manual opt-in is useful when you have imported contacts that have previously opted in outside of Upsales. There are also single or double opt-ins. You can add these to your forms.

Instead..

A manual opt-in is useful when you have imported contacts that have previously opted in outside of Upsales.

There are also single or double opt-ins. You can add these to your forms.Instead…

Headings

Capitalise the first letter only, unless you’re referring to a feature in the title. For example:

"Working with Opt-ins"