Language and Tone of VoiceClear language Acre Lifts always aims to be understood easily. We write in a straightforward honest way to let people know, as clearly as possible, what we do and what we offer. Things to avoid
Abbreviations Avoid abbreviations whenever you can. Use them only when they will be understood by everyone. For example PC (for personal computer). Punctuation Try to avoid over-punctuating, the use of unnecessary commas in particular. But use punctuation carefully and creatively to support the meaning of your words. UPPER and lower case Avoid the unnecessary use of capital letters; when in doubt use lower case. However, apply the normal rules of grammar - the word at the start of a sentence should have a capital letter. Singular/plural Acre Lifts is a company (a singular entity) so it needs the singular form of the verb
to follow it. The exception is in above the line advertising, where the spoken voice will make it more
appropriate for Acre Lifts to project itself in the plural. However, if we’re talking about the people who are part of Acre Lifts we’ll say |
