{"id":42261,"date":"2019-03-14T08:00:00","date_gmt":"2019-03-14T15:00:00","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/how-to-write-great-boilerplate-copy-dos-donts-examples\/"},"modified":"2025-04-22T11:20:42","modified_gmt":"2025-04-22T18:20:42","slug":"how-to-write-great-boilerplate-copy","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/how-to-write-great-boilerplate-copy\/","title":{"rendered":"How to Write Great Boilerplate: 5 Do’s, 5 Don’ts, 5 Examples From Different Industries"},"content":{"rendered":"

What is a boilerplate?<\/em> A boilerplate sums up the compelling story for a brand in a clear, standby description that can be easily included in corporate communications. Somewhere between an elevator pitch and a condensed version of an “About Us” page, the boilerplate copy should highlight a brand’s mission, history, and current outlook.<\/strong><\/p><\/blockquote>\n

It\u2019s ideally short, sweet and to the point \u2014 one of the most important components of written brand identity material, although often used as a scornful synonym for “generic\u2019” or “legalese.” I\u2019m talking about boilerplate \u2014 the condensed version of the “About Us” backgrounder or mission statement. This marketing nugget is a standby brand description that has been approved by all people up the chain and can be plugged into press releases, investor pitches, partnership proposals, and many other purposes. It can be used for web and print. It should be one tight, information-packed paragraph that sums up the highlights of the company from its inception till right now.<\/p>\n

It’s an essential piece of foundational copy. When brands are looking for someone to write their boilerplate, it can be a good indication they are in need of overall content, too.<\/p>\n

Here are five tactics you want to utilize to craft top-notch boilerplate, plus five that you should avoid. We\u2019ll also take a look at five written boilerplate examples that are used in a variety of different channels to create a memorable, consistent brand identity.<\/p>\n

\"How<\/p>\n

How to write boilerplate copy: Top 5 do’s<\/h2>\n

1. Do collect all the previously written background materials about the brand and study them meticulously.<\/h3>\n

Keep track of the key messaging points and company milestones that are repeated most frequently in all the current or most recently released materials. In many cases, you don\u2019t write boilerplate from scratch. Your job is to collect the most important and relevant points that have already been approved, check to make sure they\u2019re all up to date, add any important new information, and package all of it up concisely.<\/p>\n

2. Do include the tagline.<\/h3>\n

Many content strategists open or close the boilerplate with the company tagline \u2014 even if you don’t do this, you definitely need to work it in somewhere. Also, use specific keywords\u00a0that you want this brand to own. Weave keywords cleverly into the rest of the text, so the boilerplate doesn\u2019t read like a list or a keyword cluster.<\/p>\n

3. Do make sure you’re sticking with one perspective\/POV.<\/h3>\n

Choose the point of view according to the placement and intended audience<\/a>. “We” can be used on a mission statement online, and on a company bio if you’re going for a casual tone. Occasionally first-person singular works if the brand is strongly associated with a sole founder. Third-person is the most common POV for all written brand materials and definitely works better for the boilerplate at the bottom of a press release since those often get sent to hundreds of places and\/or posted online.<\/p>\n

4. Do go over your boilerplate with a meticulous eye to make sure you’re using the most up-to-date terminology and information.<\/h3>\n

Of course, the most important thing is ensuring your client’s information is up-to-date and reflects the latest messaging points, but there are other things to look at in microscopic detail. Make sure you\u2019re not switching POVs or muddling tenses (more on this below). Then if you want your boilerplate to pass the next level of scrutiny, review that you\u2019re not using dated or potentially offensive terminology.<\/p>\n

5. Do include website, social media handles, and stock symbols (if applicable).<\/h3>\n

These should go at the very end of the boilerplate, and web\/social details typically are plugged into a CTA: For more information, go to clearvoice.com<\/a> or follow us @ClearVoice on Twitter and LinkedIn.<\/p>\n

\"How<\/p>\n

How to write boilerplate copy: Top 5 don’ts<\/h2>\n

1. Don\u2019t stuff the boilerplate with jargon.<\/h3>\n

This approach is certainly a temptation since jargon is such a crutch in marketing communication, especially in B2B<\/a> communications. One almost begins to believe that in order to be credible and impressive, a professional statement needs to be written in \u201cmarketing speak.\u201d However, this is a public-facing piece of content, or will be repurposed for that \u2014 and as such, needs to be easily understandable, direct, and clear in describing a company\u2019s purpose and roots.<\/p>\n

2. Don\u2019t exaggerate or make claims that you can\u2019t prove.<\/h3>\n

Small upstart companies and enormous multinationals are both likely to do this \u2014 for example, claiming \u201cfirst,\u201d \u201cbiggest\u201d or \u201cunique\u201d in-category status without doing due diligence to make sure the statement is 100% accurate. The more you use the boilerplate, or spin it off into other brand identity materials, the more likely someone\u2019s going to spot a statement and ask you to prove it. Even if you\u2019re Subway or McDonald’s (see example below).<\/p>\n

3. Don\u2019t let this copy become too long.<\/h3>\n

Even large and dynamic companies figure out how to fit their mission statement<\/a>, tagline, significant milestones, and contact into a few sentences \u2014 for reference, look at our examples further along in this post. If billion-dollar companies can keep their boilerplate under two paragraphs, so can your client.<\/p>\n

4. Don\u2019t switch your POV from first to third person…<\/h3>\n

…and likewise, don\u2019t change tenses or narration style mid-flow. When boilerplate is revised quickly by different persons over a period of time and not copy-edited, you can wind up with a mishmash of different narratives. This looks sloppy when a person\u2019s studying it closely. Make sure everything matches and is current.<\/p>\n

5. Don’t let a CEO or founder be the last person to make changes to boilerplate if you can help it.<\/h3>\n

They’re so caught up in trying to achieve perfect messaging, that they never look out for the typos that they almost certainly cause in their copying-pasting-deleting-moving-around of words and sentences. Even if they say “This version is perfect!” make sure and proofread it before it becomes the official company boilerplate.<\/p>\n

\"Examples<\/p>\n

5 examples of good boilerplate copy<\/h2>\n

1. WeWork<\/h3>\n

It modernized the remote work trend, raised billions in capital, inspired a dozen copycats, and just went through a rebrand \u2013 but nonetheless, WeWork keeps its boilerplate to one quick paragraph for professional directory sites<\/a>. On the “Company Info” page for press\/media, this copy is split between several headers<\/a> to appear even briefer and punchier.<\/p>\n

2. Subway<\/h3>\n

Although global sandwich chain Subway has suffered some losses to its market share recently, it\u2019s still claiming the status of \u201cworld\u2019s largest restaurant chain,\u201d having recently overtaken McDonald’s \u2014 and its boilerplate reinforces that positioning in every trade article<\/a>, CSR announcement<\/a> and newswire blast generated by its comms team. \u00a0Although you can\u2019t easily find the boilerplate in the “About Us” section, it appears at the bottom of every press release posted in the online pressroom.<\/p>\n

3. Fundbox<\/h3>\n

Software as a service, or SaaS for short, is a broad, growing, and lucrative vertical, but there\u2019s often some difficulty in explaining what your product does \u2014 especially in elevator pitch format. Fundbox, a startup that exists in the somewhat crowded SMB (small and medium-sized businesses) financial services space, has a mission statement that\u2019s written strategically in third-person with easily understandable phrasing.<\/p>\n

While it touches upon technology and data science, it focuses more on the benefits it provides to users, and the long-term outcome it hopes to provide for small business owners. It winds up strong with a list of Silicon Valley power players that have invested. Interestingly, the boilerplate that is on press releases is not in the “About Us” section but used as a header on the Careers page<\/a> \u2014 suggesting that Fundbox wants to attract talent who read and believe in its core messages.<\/p>\n

4. Tervis Tumbler Company<\/h3>\n

When your product is in thousands of retail stores, a company doesn\u2019t need to build its brand recognition from its online and social media messaging. Instead, branding materials summarize its back story and current footprint for people who are vaguely familiar but who want to know a bit more about it.<\/p>\n

Tervis Tumbler Company has been around<\/a> for more than seven decades and has released so many official licensed collections with iconic entertainment brands, from Disney to the NFL to Dr. Seuss to Hallmark. It has a few versions of boilerplate, which are likely swapped out depending on the need, but all versions hit on the products\u2019 lifetime guarantee, double-wall insulation, American-made status, and wide range of colorful styles.<\/p>\n

5. The Asian Art Museum<\/h3>\n

Cultural institutions need boilerplate as much as any other kind of business \u2014 and the text gets a great deal of usage since it wraps up all the press releases and calendar listings that must be distributed to announce programming<\/a> in the venue. The Asian Art Museum boilerplate used for press releases is also distributed to event calendars<\/a>, travel guides<\/a>, and even audio guides so that potential visitors from near and far can easily get basic details on this rather niche San Francisco art museum.<\/p>\n

\"Talk<\/p>\n

Boost Your Boilerplate and Brand<\/h2>\n

Now that you’ve gotten a detailed breakdown of boilerplates with some examples, your brand’s messaging will be shining in no time. If you want to take your brand’s messaging a step further, ClearVoice is here. Our expert teams and content solutions<\/a> can help you produce eye-catching brand messaging that will boost your visibility and drive engagement. Talk to us today<\/a> to get started.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whether you’re a new or evolving brand, you need to tell your story… quickly. Here are five tactics to craft top-notch boilerplate, plus five to avoid.<\/p>\n","protected":false},"author":134,"featured_media":55953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177],"tags":[137,138,143],"ppma_author":[192],"class_list":["post-42261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-branding","tag-content-marketing-strategy","tag-content-operations"],"acf":[],"yoast_head":"\nBoilerplates: A How-to Guide | ClearVoice<\/title>\n<meta name=\"description\" content=\"What is a boilerplate? 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