How to write – MTrading

How to write?

MTrading content should:

1. Have a consistent tone of voice.
2. High level professional quality – friendly, expert and positive.
3. Provide value to our audience.
4. Meet compliance requirements.

As MTrading grows, it’s important to ensure that, no matter who is producing a piece of content for the company, it:

- Of a high quality, lacks spelling and grammar mistakes.
- Provides value to our audience, and has true values.
- Has a consistent tone of voice.
- Meets compliance requirements, such as lack of recommendations and providing risk disclaimer.

This guide is relevant to all external communication to our customers. This includes, but is not limited to:

- Emails
- Articles
- Website pages

This guide is designed to document the MTrading tone of voice in a central resource. Note that this is a living guide, and may be updated over time, so those affected will be informed of any changes.

Tone of voice (TOV) what we follow

Consistency is the king in content marketing. When we communicate with a consistent TOV, our audience hears the same person speaking whenever and however they deal with them. That consistent voice shows our customers that our brand is reliable and trustworthy.

Our writing style is professional, without being overly academic or formal. We want to position MTrading as a trusted authority – one that has the knowledge to help an experienced trader to get better results, but one who won’t intimidate someone who is new to trading.

To achieve this, please keep the following in mind:

Considerations for our TOV include that MTrading: Serves multiple countries/languages and therefore require numerous translations — the easier/quicker the written content is to translate, the less effort we spend therein.

Has wide reach with numerous customer types in the ‘newby’ category, so we need to be understood clearly by people of all reading levels.

Is already internally positioned in our Brand Book as a “mentor” to our customer and externally communicated as this mentor figure by our frontline — we don’t want to reinvent the wheel, just give it better performance.

Exude confidence, build trust and “Sell the Winner”. Our tone of voice is the difference between being a superstar or a wanna- be, and is essential to positioning MTrading as a market leader.

	Wrong	Correctly
Show that you are an expert	All the information can be found on our website.	Based on your description, I would recommend our standard account to start with.
Be helpful	“No reply”	I apologize but I am currently engaged with another client. But my colleague will help you/ I can call you back in 30 mins.
Do not use jargons	Addressing a non-IT audience: The page looks weird, as CSS is hosted on netDNA servers. We should add the file to our root folder.	We are experiencing technical issues with our servers. I will replace the code manually to resolve the issue.
Use clear and direct correspondence	Thank you for taking time to share your experience from the onset of intending to try trading FOREX til deciding to trade with Admiral Markets.	Thank you for sharing your thoughts on Forex. I am happy to answer your questions.
Avoid gambling references	Forex is just like poker, except that everyone has an equal hand.	Knowing when to buy or sell currency involves knowledge and understanding of the market.
Empower and encourage	Forex is too complicated and risky.	With the right training and tools, Forex can be profitable and rewarding.
Promote MTrading in a positive light	MTrading is a Forex provider.	MTrading has a key presence in the Asia Pacific Rim and the Emerging Markets of Africa and South America.

	Wrong	Correctly
Be specific	The page is all wrong!	The image used on the page is wrong. It’s not appropriate for use on this country’s website.
Do not use jargons	Addressing a non-IT audience: The page looks weird, as CSS is hosted on netDNA servers. We should add the file to our root folder.	We are experiencing technical issues with our servers. I will replace the code manually to resolve the issue.
Use facts to support claims	Our sales have increased.	Our net deposits have increased by 25.8% over the last 3 months compared with the same period last year.
Share information and ideas	If I tell you my strategy, then I’ll have to come up with a new one.	Here’s a great article I found. I’ll post it on Wiki so that everyone can learn from it.
Be positive	Sales are down and we’re losing people. What’s the point?	We have an excellent team supporting our product and service offerings. We can do this!
Be polite and respectful	It doesn’t take a rocket scientist to see it’s not that complicated!	Can you clarify why the system cannot support the changes I requested?
Be open and show genuine interest	Sorry, what did you say you did over the weekend again?	Glad to know you had a good weekend. It was great beach weather wasn’t it?

How to write?

Tone of voice (TOV) what we follow

External Communications

Internal Communications