When clients forward a style guide, it helps the writing process and gives insight into exactly what the client’s needs are.
There’s no uncertainty; it saves us both time and energy having fewer edits, with a deeper focus on client brands, voice, and tone of promotions and ad campaigns. The writer can refine and polish the final content piece, making it clear and slanted to their unique audience.
Clients who provide style guides are similar to customers purchasing an appliance. Customers know exactly what brand, model, and feature of the product they want to buy.
The appliance comes with detailed instructions and hopefully illustrations, so the customer knows exactly how to assemble it. If the customer needs help troubleshooting, there’s always a customer service chat or phone number they can contact for guidance.
The Ideal Style Guide Includes:
- Word count
- Description of the target audience (age, gender, population, etc.)
- Voice and tone of ad/publication type
- Type of Assets (Messages, Letters, Memos, Newsletters, Articles)
- Format type (APA style, Harvard, MLA, Chicago), Header/Footer
- Page numbers or subheadings
- In-text citations or cite references at the end of the Asset
- Number of subject matter expert interviews
- Examples of preferred SEO keywords
- Client’s choice to use hyperlinks
- Client’s mission and purpose, goals to educate their audience
- Save As… PDF, GDOC, DOCX
- Deadline
- Shared publication rights with or without the byline
A style guide is also similar to a flow sheet or face sheet that a nurse views in the hospital; it briefs the author on what the client wants and needs, and it also provides a solid baseline draft to revise until the client is satisfied. That’s why I love it when clients email a style guide.
