Writing Style

Audience

EBOSS is directed at architects, specifiers, and builders, not homeowners or consumers. Product listings should provide concise, factual information.

Each listing should clearly state:

• WHAT the product is, and what features or benefits it offers
• WHERE it can (or cannot) be used
• HOW the product complies and performs

Style and Tone

• Be clear and concise, focus on objective, factual information, not opinions
• Use the third person — 'Xbrand offers designers...' Do not use 'we/our' or 'you/your'
• Keep the tone professional — not conversational or advertorial. Do not use questions, exclamations, or idioms
• Avoid superlatives, hyperbole, and quantifiable terms — 'the best', 'breathtaking', 'limitless'
• Aesthetics and mood can be important but do not let it overwhelm technical information
• Avoid unnecessary repetition of the brand or product name

Text Format

• Type in plain text — you cannot choose your own font or colour
• Bold,italics and headings should be used sparingly
• Capitals should not be used for emphasis or for brand names (unless that is genuinely how the name is rendered)
• No exclamation or question marks
• Use bullet point lists to outline key information
• Avoid using ® ™ © — these are not user friendly to read, and give the page a cluttered 'legalese' look
• Hyperlinks: Do not add hyperlinks within the text. These do not show on EBOSS. Instead add links via Product Literature
• Tables: Tables may be used, but require additional formatting by EBOSS, and so should be kept to a minimum. Only use to format essential information, and keep 6 rows or shorter. Full information should be in document form as Product Literature
• Do not embed images within the text fields