• Guides

    These guidelines will help you create content that's both consistent and high quality.

  • Email marketing tips

    Read our email marketing guidelines for tips on subject lines, structure and calls to action.

    Best practices for emails


    Persuasion principles

    Learn the 6 key principles of persuasion. Find out how to tailor your content to boost conversions.

    Be more persuasive


    How to write content

    Learn more about how to write digital content and understand how to talk to your customers online.

    Understand your audience

  • How people read online

    Find out how people consume content online and notice how different it is compared to print.

    Optimise your layouts


    Writing style guide

    Keep your content consistent by following our editorial rules and guidance.

    Find your writing style


    About tone of voice

    Understand what a tone of voice is and why it's important in how we speak to our customers.

    Master your tone

  • Publishing checklist

    Before you launch your content into the universe, check that it's the best it can be.

    Read more


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