The English language is a fluid, living language. Words fall out of favor and new words – not yet in dictionaries or style guides – take their place. Copy standards are developed to aid in the consistency of all communications. Tone must always be appropriate for the execution. For a consumer audience, advertising tonality should be warm, yet believable. For a brochure, patient instructions, etc., tone should be to the point and factual, with warm undertones.
General writing guidelines for Lakeland:
- Write to a fifth- to eighth-grade literacy level
- Writer should feel free to use “we,” “our,” or “I” to help present a warm feeling throughout the article
- Use “said” instead of “says”
- Refer to the Chicago Manual of Style or AP Style Book for questions or grammar, spelling, and usage
Click "Writing Guidelines" for complete standards