Human
Our copy sounds like a person – not a business talking.
We prefer everyday words to formal business speak
‘You’ and ‘we’, instead of ‘consumers’ and ‘our experts’, ‘get’ instead of ‘access’ and ‘look at’ instead of ‘examine’.
We use words and phrases that are warm and casual
‘Save a tidy sum on specs and contact lenses.’
We anchor our opinions in practical, day-to-day advice
‘The display is on top, so it might not be suitable as a bedside clock.’
‘Heat distribution could be better, so you’ll need to move food round when frying.’
“I could imagine someone I know saying something like that.”
Human
Our copy sounds like a person – not a business talking.
‘This tablet is 17mm thick.’, instead of ‘This tablet is 17mm thick – which means it’s thin enough to fit into your handbag.’
We don’t let internal terms sneak in
‘Acting Head of Print’ ’, instead of ‘Editor’, ‘meets consumer-focused criteria’, instead of ‘works for consumers’.
Engaging
Our copy’s entertaining as well as eye-opening.
We share insider knowledge
‘We reveal the tricks and tactics that online shops use to get you to part with your cash.’
We use gentle humour
‘If you’ve recently been offered gooseberry jam by someone with a pained expression on their face, be very suspicious.’
We use well-placed wordplay and colourful turns of phrase
‘This plasma TV from LG proved a big-screen blunder in our latest tests – it’s definitely not one to watch.’
‘Equally at home grinding nuts, grating cheese or pulverizing root veg, this is a dream to use.’
“I learn something new every time - and it’s never dull”
Engaging
Our copy’s entertaining as well as eye-opening.
‘From Christmas trees to vacuum cleaners’, instead of ‘From non-drop trees to hoovers that pick up the needles.’
We don’t get carried away
‘So if you want to maximise your chance of uninterrupted warm showers and minimise the potential for that white box on your wall damaging your wallet, you’ll want to know which are the most reliable boiler brands.’
Intelligent
Our writing shows that we’re smart and well-informed.
We show we’re rigorous, instead of just saying it
‘We put 41 tablets through 53 tests’, instead of ’We test tablets rigorously.’
We show that our people are experts, instead of just saying it
‘Our team of ‘ethical hackers’ noted that some companies had acted on our concerns.’
We use facts, figures and specifics
‘Standard yoghurts typically contain 8-12% fruit, and premium ones up that to around 18%.’
‘This kettle takes 3 minutes and 41 seconds to boil – longer than a TV ad break. It’s noisy too.’
“They definitely know what they’re talking about”
Intelligent
Our writing shows that we’re smart and well-informed.
‘An LCD TV can still deliver picture quality at a lower price than many LED or plasma models.’
We don’t talk down to our readers
‘You may not realise how important choosing the right annuity is, but it’s one of the biggest decisions you’ll ever make.’
Courageous
We’re not afraid to address the uncomfortable or call out the indefensible.
We show we’re rigorous, instead of just saying it
‘We campaigned for lenders to act responsibly when giving you credit. In a win for our campaign, the FCA set tough new rules and plans to cap payday loan fees.’
We show that our people are experts, instead of just saying it
‘A Which? member used one of our template letters to claim £667 from Thomson after a 19-hour delay.’
We’re not afraid to tell the truth, even if it’s negative
‘Should I buy it? Absolutely not.’
We bring unfairness to life with vivid examples
‘Which? supporter Amanda found her wedding dress delivery had been left in her garden waste wheelie bin.’
“I can trust them to tell me the truth”
Courageous
We’re not afraid to address the uncomfortable or call out the indefensible.
‘[Which? has] made some remarkable discoveries about how some printers waste ink at a truly alarming rate.’
We don’t over-do the negatives
‘So if you want to maximise your chance of uninterrupted warm showers and minimise the potential for that white box on your wall damaging your wallet, you’ll want to know which are the most reliable boiler brands.’