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Copy Style Guide Elliott Wave International | Socionomics Institute Last Update

Copy Style Guide Elliott Wave International | Socionomics Institute Last Update: April 12, 2013 V2.0 2 Table of Contents About the guide Copy rules and guidelines Common terms Elliott wave terms Socionomics terms Terms to avoid Publication, service and product names Subject lines, headlines, subheads and ledes Calls to action Numbers and numerals Times, days, dates, months and years Cities, states, countries, regions and compass directions Punctuation Formatting Attributing quotes, excerpts and citations Bold, italics and underline Multimedia content: charts, images, video, audio, etc. Other considerations of style and positioning Common copyedits Principles of promotional copywriting Principles of promotional copywriting for socionomics Where did socionomics come from? Who we are (and are not) as an organization Other copy resources Article copy checklist Direct-response copy checklist Proofreader marks Special character keyboard shortcuts 3 About the guide What is this guide for? This style guide serves the business interests of Elliott Wave International by laying out standards for copy created across all channels and media. It applies to all copy created for external use by the company, including publications, articles, reports, webpages, images, graphics, charts, product and service names and more. It is written with Elliottwave.com and Socionomics.net foremost in mind, but it also applies for EWI's various sister properties, including My.Elliottwave.com, Elliottwave.net, Deflation.com, Socionomics.org, Newclassicslibrary.com, Stablecurrencybenchmark.com and others. Why do we need a copy style guide? A copy style guide is a reference tool employees use to keep the company's communications consistent in style, including positioning, messaging, clarity and tone. This style guide ensures that our diverse group of content contributors consistently speak the same language to customers, particularly with regard to the finer details, such as how to write product names; how to position the Wave Principle and socionomics; how to introduce analysts; words and phrases to avoid; and so on. Who uses this guide? Everyone. This is a companywide style guide for all external communications. It's a key resource for marketing, creative and production staffs, who should use it often. Analysts and customer service are also encouraged to use this guide, but as primary stakeholders and company representatives, respectively, they may stray from it when they deem necessary or appropriate. How do I use this guide? Use this guide as a reference tool throughout your daily course of reading, writing, reviewing or editing copy for the company's various communications. This guide is your first reference. Your second reference is the AP Stylebook. Your third reference is Webster's Dictionary (m-w.com). Should there still be unsolved questions, ask an editor or your manager to clarify. Return to Table of Contents 4 Common terms  "anxious" and "eager" are not interchangeable. Anxious refers to worry, unease about an imminent event; eager refers to excitement about an imminent event.  assure, ensure, insure – Assure indicates a high level of confidence that something will happen, ensure indicates certainty it will happen, insure indicates the issuance of an insurance policy.  different from (not "different than")  "e.g." and "i.e." are not interchangeable. They're short for "for example" and "for instance," respectively. The words are preferred. Follow either words or abbreviates with a comma. Capitalize the first letter of the abbreviate when it begins a sentence.  ebook (not eBook; capitalize the "E" in headlines or to start a sentence.)  email (lowercase, no hyphen; capitalize the "E" in headlines or to start sentences.)  a historic, a historical (not "an" historic)  indexes (not "indices")  the Internet (uppercase)  Jeffrey Kennedy (not "Jeff")  log in or log-in (depends on usage, but never "login"; log-in is adjective, e.g., "When you reach the log-in screen …")  "more than" and "over" are not interchangeable. "More than" refers to a greater quantity while "over" refers to physical or figurative presence above said object.  OK (not Ok, ok or okay)  "past" and "last" are not interchangeable. "Past" means most recent. "Last" means final. E.g., "In the past two issues ..." vs. "These are the last two issues this year."  premier vs. premiere – the former indicates the first in importance; the latter indicates the first showing of musical or theatrical work  risk-free (always hyphenated)  Robert Prechter ("Robert" preferred in first reference)  social networks/ing (not social "media")  time frame (not "timeframe" or "time-frame")  tradable (not "tradeable")  trendline (not "trend line" or "trend-line")  the web (lowercase)  vs. or versus (abbreviation preferred in headlines; word preferred in sentences)  webpage (not Web page or web-page)  website (not Web site or web-site)  % – use the symbol. EXCEPTION: Non-marketing copy may use the word.  & – acceptable only in charts, images and as part of proper names Return to Table of Contents 5 Elliott wave terms  Elliott Wave Principle – Key to Market Behavior (the book; italicized; full name preferred in first reference); 2nd reference: the Elliott Wave Principle  the Elliott Wave Principle (the method); 2nd choice: the Wave Principle  Elliott  Elliott analysis  Elliott waves  Elliott wave analysis  Elliott wave analysts  wave analysis  Elliott Wave International (Spell out Elliott Wave International in first reference; EWI OK thereafter; never abbreviate company name to Elliott Wave.) Socionomics terms  the Socionomics Insititute  the Socionomics Foundation (the non-profit)  The Socionomist (the publication; italicized)  socionomist (the professional designation)  socionomics (the field)  socionomic (an adjective) NOTE: Use mathematic(s) and economic(s) as points of reference. Keep the 's' when referring to the field (socionomics literature, socionomics history). Drop the 's' when used as an adjective (socionomic insight, socionomic perspective). Terms to avoid  high-probability (Instead, use "high-confidence")  interim (Instead, use "bulletin" for interim Theorists, Short Term Updates, etc.)  newsletter – don’t use to describe paid EWI publications like the Theorist (Instead, use "market letter," "publication," "forecasting service," "service," "subscription" or "issue.") EXCEPTION: Newsletter OK for external publications and EWI ezines.  profit – never use in reference to promotional claims  Yesterday, today, tomorrow – they date content and confuse readers. EXCEPTION: OK for urgent emails. Return to Table of Contents 6 Publication, service and product names  EWI publications (i.e., The Elliott Wave Theorist) are italicized and spelled out.  EWI service packages (i.e., the Financial Forecast Service) in regular text.  Outside periodicals (newspapers, magazines, newsletters, etc.) in regular text.  All book titles in italics. (If the book is a primary focus, include the subtitle in first reference. Otherwise, subtitles are optional. Italicize both title and subtitle.)  All book chapters in regular text in quotes.  All article titles (headlines) in regular text in quotes. EXCEPTION: Do not use quotation marks around article titles when setting them apart by indenting in a new paragraph. (See "Attribution" entry in this guide.)  Treat product names for DVDs, long-form streaming video presentations, online courses, ebooks, ezines like books.  Treat short videos and video excerpts (less than 10 minutes) like articles and book chapters. EXAMPLES:  The New York Times  Newsweek  Trading for Dummies  "Deflation vs. Inflation: An Interview with Prechter and Schiff" article  Conquer the Crash  Elliott Wave Junctures  Financial Forecast Service  the Trading the Waves email newsletter  How to Trade Triangles and the Thrust that Follows online course  "Tracking a Diagonal in Apple Stock" video from Elliott Wave Junctures  Futures Junctures Service  Global Market Perspective  Specialty Services  Currencies Specialty Service  The Elliott Wave Theorist  The Elliott Wave Financial Forecast Short Term Update  the Update, the Short Term Update, the Theorist, the Financial Forecast, etc. NOTE: Use full proper names in first reference and non-initialed abbreviates in subsequent references. Use word-based abbreviates in headlines, subheads and subject lines. Acronyms and initialed abbreviates – Avoid them for several reasons: one is branding; another is clutter, which creates what the AP Stylebook calls "alphabet soup." EXCEPTIONS: Return to Table of Contents 7  Subscription publications may use initialed abbreviates for brevity, so it's also OK for marketers to use them when republishing such text – but A) first consider replacing the initials with an abbreviated name using brackets (e.g., Change "EWT said" to "[the Theorist] said") and B) reference the full proper name prior to the quote.  Initialed abbreviates are OK for chart annotations. Be sure the body text references the full proper name prior to sharing the chart. Italicize or not – Content management systems may restrict italics guidelines. For example, it's unnecessary to italicize publication names in headlines, subheads or hyperlinks if doing so is restricted by the CMS. Otherwise, use italics as specified in this guide. The or no The – "The" Elliott Wave Financial Forecast and "The" Elliott Wave Theorist are full publication names; use them in first reference. In all subsequent references, you may drop the "The." However, if the copy sounds better using the "The," use it. Whenever it's used with the full name, capitalize "The." When the "the" is used uploads/s3/ copy-style-guide.pdf