NLC Our Style - V 1.0

OUR VOICE

IMPLEMENTING OUR VOICE The following sample does not contain all the components of the framework mentioned earlier. However, it does express what the customer wants and presents NLC as the path to get it. Remember, all collateral has a purpose. The right images, graphics, video, and design can speak louder than words.

If you confuse, you’ll lose. Our voice and message must be clear and simple. Customers need to be able to know: 1. What we offer 2. How it will solve their problem 3. How buy it

Customer’s desire/ aspirational identity Trust and authority Plan for success Call to action/transitional call to action

Our goal is to present information as simply as possible so the customer understands right away. If their brain has to burn too many calories to understand our products and services and how they solve their challenges, we run the chance of becoming noise and loosing the customer.

USE SIMPLE LANGUAGE Google an online readability checker to find out the reading grade-level of your copy. Bonus if you can get your language under 5th grade reading level.

Writing and Approving Copy Copy should be written by a content-matter expert in the program or service related to the material being written about. Copy for all marketing material must follow the guidelines in this section of the Style Guide and be reviewed by NLC Creative, a subject-matter expert, and senior leader.

CONTENT ADAPTED FROM BUILDING A STORYBRAND, BY DONALD MILLER

CONTENT ADAPTED FROM BUILDING A STORYBRAND, BY DONALD MILLER

43 NORTHWEST LINEMAN COLLEGE

OUR VOICE 44