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Bullet List Anchors

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Paragraph Anchors

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Boilerplate Copy: It’s ideally short, sweet and to the point — one of the most important components of written brand identity material, although often used as a scornful synonym for “generic’” or “legalese.” I’m talking about boilerplate — the condensed version of the “About Us” backgrounder or mission statement. This marketing nugget is a standby brand description that has been approved by all people up the chain, and can be plugged into press releases, investor pitches, partnership proposals and many other purposes. It can be used for web and print. It should be one tight, information-packed paragraph that sums up the highlights of the company from its inception till right now.

It’s an essential piece of foundational copy. When brands are looking for someone to write their boilerplate, it can be a good indication they are in need of overall content, too.

Here are five tactics you want to utilize to craft top-notch boilerplate, plus five that you should avoid. We’ll also take a look at five written boilerplate examples that are used in a variety of different channels to create a memorable, consistent brand identity.

Test Anchor 1

Choose  the point of view according to the placement and intended audience. “We” can be used on a mission statement online, and on a company bio if you’re going for a casual tone. Occasionally first-person singular works if the brand is strongly associated with a sole founder. Third person is the most common POV for all written brand materials, and definitely works better for the boilerplate at the bottom of a press release, since those often get sent to hundreds of places and/or posted online.

Of course, the most important thing is ensuring your client’s information is up-to-date and reflects the latest messaging points, but there are other things to look at in microscopic detail. Make sure you’re not switching POVs or muddling tenses (more on this below). Then if you want your boilerplate to pass a next level of scrutiny, review that you’re not using dated or potentially offensive terminology.

Choose  the point of view according to the placement and intended audience. “We” can be used on a mission statement online, and on a company bio if you’re going for a casual tone. Occasionally first-person singular works if the brand is strongly associated with a sole founder. Third person is the most common POV for all written brand materials, and definitely works better for the boilerplate at the bottom of a press release, since those often get sent to hundreds of places and/or posted online.

Test Anchor 2

Of course, the most important thing is ensuring your client’s information is up-to-date and reflects the latest messaging points, but there are other things to look at in microscopic detail. Make sure you’re not switching POVs or muddling tenses (more on this below). Then if you want your boilerplate to pass a next level of scrutiny, review that you’re not using dated or potentially offensive terminology.

Choose  the point of view according to the placement and intended audience. “We” can be used on a mission statement online, and on a company bio if you’re going for a casual tone. Occasionally first-person singular works if the brand is strongly associated with a sole founder. Third person is the most common POV for all written brand materials, and definitely works better for the boilerplate at the bottom of a press release, since those often get sent to hundreds of places and/or posted online.

Test Anchor 3

Of course, the most important thing is ensuring your client’s information is up-to-date and reflects the latest messaging points, but there are other things to look at in microscopic detail. Make sure you’re not switching POVs or muddling tenses (more on this below). Then if you want your boilerplate to pass a next level of scrutiny, review that you’re not using dated or potentially offensive terminology.