Copy Tone

Headline

Establishing a distinct brand for Xavier begins with a powerful, thought-provoking headline that demands attention and engages audiences in the Xavier story.
This is especially true when persuading an audience; headlines aren’t needed when the purpose of the communication is primarily to inform.

• Results-driven. Following directly from the brand position, headlines should focus on all the ways Xavier changes people: intellectually, socially, professionally and spiritually.
• Declarative. Using strong, confident language leaves no question about the transformative power of the Xavier experience.

Body copy

Using informal language and simple sentences, copy follows up on the headline message by conveying a tone that’s personal, friendly and inviting.

• Conversational. In general, copy should feel relaxed, as if the reader is sitting across a table from the writer.
• Aspirational, audience-specific. Copy should speak directly to the highest hopes and dreams of the audience.
• Succinct. Readers are inundated with information, and we have only seconds to make a brand impression. Clear, concise copy generally carries more impact.

Sign off

Wherever possible, copy for marketing materials should close with “That’s the Power of X” reinforcing the declarative headline.

SAMPLE HEADLINE:
The most important person you’ll get to know on campus: YOU
SAMPLE COPY:
It’s something you won’t find in any class syllabus: the chance to explore infinite possibilities. Take on new challenges. And redefine who you are along the way. That’s the Jesuit tradition of education. That’s the Power of X.