Collateral: Semi-formal, informative Collateral materials provide detailed information to Focus on Energy participants about services and technologies. Along with the general rules, when creating marketing collateral pieces: • Bold URLs. • In most cases, when listing items or traits in quantities of three or more, use bullet points. • Avoid using long phrases – instead, phrase sentences with minimal wording, if possible. • Example of longer, undesired phrasing: This insight will help you gauge your facility’s overall operation while providing a comparison as improvements are implemented along the way. • Example of shorter, preferred phrasing: This insight will help you gauge your facility’s operations while comparing improvements you implement. Runts When writing and laying out copy in marketing materials, be conscious of runts . This refers to the instances where a word will be left alone on a line, see the example below. For printed materials, if this occurs, move another word or two to the same line. For PowerPoint presentations, social media posts, and emails, runts are allowed.
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