Copywriting
An overview of our brand voice, writing style, and core copywriting principles.
Voice
Voice is the reflection of the personality and character of our brand, it’s the distinct style that makes our communication recognizably ours.
Our voice is Empowering, Honest, Knowledgeable, Approachable, Supportive and should represent a friend who is genuinely interested in helping people make better financial decisions.
Tone
The mood and emotional quality of our communication.
The tone should remain consistently semi-formal, clear, and humble. It should provide a sense of assurance, trust, patience and inspire our customers to make smart decisions.
Copy Principles
The rules we follow to shape our messages to resonate with our audience.
Simplicity
Use direct, clear, and simple language to describe complex financial processes or offerings. The message should be understandable by a person with minimal financial background. Avoid the use of overly technical terms. Instead, use everyday language and metaphors to explain complex financial terms and conditions.
Transparency
Always be transparent about processes, costs, and terms. Use honesty as a tool to build trust.
Empathy
Show understanding and respect for the challenges faced by the customers.
Guidance
Use an active voice, maintain a positive tone, and focus on the customers’ aspirations and goals.
Usage
Learn how keep copy clear, concise and consistent across all communications.
Hierarchy
A well-maintained copy hierarchy guides the readers through our content effectively and intuitively. To ensure immediate attention to key information, we use bolder weights for all headlines, titles, or to emphasize particular phrase or points that need to stand out. Standard body copy is written in regular, maintaining a clear and efficient hierarchy of information.
Guide the reader's attention to important information first
Steer clear of inconsistent text hierarchy
Stylization
Sentence case is our default stylization. We use capital case for names of individuals, places, things or organizations, including Mythod itself (even if our logo suggests otherwise). All-caps treatment is reserved for buttons or call to action. Standard punctuation is used everywhere except for buttons.
Use sentence case even in titles & headlines
Don’t title case for headlines
Use capital case for names of things, places or people
Never use lower case for FinPal or other names
