Trunk Club Copywriting Style Guide

Writing Basics

Have a point:

Think about the goal of your writing.

Focus your message:

Prioritize your writing by leading with the most important information. Rather than trying to communicate a lot of ideas, aim to communicate one or two ideas exceptionally well. Go for quality, not quantity.

Make it scannable:

Some people read every word, others just skim. Help everyone absorb your writing by grouping related ideas together and using descriptive headers and subheaders.

Be specific:

Our writing should always have a takeaway, and that’s achieved by using specific language. Here’s an example of how we write about clothing specifically:

No: Shoes by Oak Street Bootmakers are great.

Yes: Handmade in Maine from Horween Leather, shoes by Oak Street Bootmakers are built to last a lifetime.

Avoid buzzwords and jargon:

If you can replace a word with something simpler, do it.

Grammar and Mechanics

Adhering to certain rules of grammar and mechanics helps us keep our writing clear and consistent. This section will lay out our house style, which applies to all of our content unless otherwise noted in this guide.

(We cover a lot of ground in this section. If you're looking for something specific, search (command + f) within the page.)

Guidelines

Write in an active voice

In active voice, the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it.

Yes: Ron requested a trunk.

No: The trunk was requested by Ron.

Capitalization

Whether it's an ad headline, email subject line, or video title slate, we stick to sentence case. Sentence case capitalizes the first letter of the first word—you know, like in this sentence.

When writing out an email address or website URL, use all lowercase. Depending on its use (for example, a direct-mail piece or TV commercial), we may break this rule when writing TrunkClub.com.

ron@trunkclub.com

trunkclub.com/custom

TrunkClub.com/DirectMailTrackingURL

Don’t capitalize random words or job titles in the middle of sentences unless they’re proper nouns. Here are some words that we never capitalize in sentences:

trunk, stylist, sales director, email

Contractions

They’re great! They give your writing an informal, friendly tone. Use them as you see fit to create the appropriate tone in your writing. Don’t go overboard (e.g. that’ll, ain’t, y’all, etc.) or else you’ll sound like a hillbilly.

Emojis

Please don’t use them. They skew too young.

Numbers

Write out numbers one through nine, and start using numerals at 10. Spell out a number when it begins a sentence. Otherwise, use the numeral. This includes ordinals, too.

Ten new members joined on Monday, and 12 joined last week.

The tech team brought in three boxes of donuts.

Johnny received his first trunk today.

This is the 15th custom suit Steve has ordered.

Numbers over three digits get commas:

999

1,000

150,000

Dates

Spell out the day of the week and the month.

Saturday, January 2015

Spell out fractions

Yes: two-thirds

No: 2/3

Use decimal points when a number can’t be easily written out as a fraction, like 1.375 or 47.2.

Percentages

Don’t use the % symbol. Spell out the word “percent.”

Ranges and spans

Use an en dash (–) to indicate a range or span of numbers.

Keyboard command: option + hyphen

It takes 20–30 days for this company to make a shirt.

Money

When writing about US currency, use the dollar sign before the amount. Include a decimal and number of cents if more than 0.

Yes: That pair of socks costs $20.

No: That pair of socks costs 20 dollars.

Yes: Those socks are actually $19.99.

Telephone numbers

Put area codes inside parenthesis, followed by a space, the next three digits, a dash, and the final four digits.

You can call our Chicago Clubhouse at (312) 801-7200.

Temperature

Spell out the word degrees, and assume readers will identify the temperature as Fahrenheit. If you’re writing in Celsius, call it out.

Yes: It’s a sunny, 98-degree day.

No: It’s a sunny, 98°F day.

Time

Use numerals and am or pm without a space. Don’t use minutes for on-the-hour time.

Yes: 7am

No: 7:00am

Yes: 7:30pm

Use an en dash between times to indicate a time period.

7am–10:30pm

Specify time zones when writing about an event or anything people would need to schedule. Abbreviate time zones within the continental United States as follows:

Eastern time: ET

Central time: CT

Mountain time: MT

Pacific time: PT

Punctuation

Apostrophes

The apostrophe’s most common use is making a word possessive. If the word already ends in an s and it’s singular, you also add an ’s. If the word ends in an s and is plural, just add an apostrophe.

We shipped a trunk to Sam's house.

We shipped a trunk to Chris's house.

We ship trunks to our members' houses.

Apostrophes can also be used to denote that you’ve dropped some letters from a word, usually for humor or emphasis. We do this on occasion if it helps to make the sentence read more casual:

No: We’re thinkin’ about expanding to a new Clubhouse.

Yes: Here's how to wash 'em.

Curly vs. Straight Apostrophes / Quotes

Curly apostrophes look like this: ‘’ “ ”

Straight apostrophes look like this: ' "

Curly apostrophes are used for making a word possessive, contracting words, and writing quotes.

Carli said, “I can’t believe Trunk Club sells women’s clothes!”

Straight apostrophes should only be used as foot and inch marks.

At 4' 11", Carli was one of the shortest girls at Trunk Club.

Google docs, Apple Pages, and Microsoft Word use smart quotes, which generally take care of this for you as a default. However, smart quotes aren’t always that smart, so you need to check and add them in manually every so often. This is especially important for graphic designers using InDesign and Photoshop, as those programs do not use smart quotes.

Straight quotes are located near the return key: the straight single quote (') and the straight double quote (").

There are four curly quote characters: the opening single quote (‘), the closing single quote (’), the opening double quote (“), and the closing double quote (”). Here’s the keyboard command for each:

Opening single quote: option + closing bracket

Closing single quote: shift + option + closing bracket

Opening double quote: option + opening bracket

Closing double quote: shift + option + opening bracket

Colons

Use a colon (rather than an ellipses, em dash, or comma) to offset a list.

Erik requested three washes of jeans: white, dark, and light.

You can also use a colon to join two related phrases. If a complete sentence follows the colon, capitalize the first word.

We’ve said it before and we’ll say it again: White pants are a year-round option.

Commas

When used correctly, commas present your ideas with the right separations and pauses. They mimic speech, making for a smooth, easy read. When misused, whether it's overuse or under use, you run the risk of confusing, irritating, and frustrating your readers.

Here are five of our favorite tips for using commas effectively:

1. Use a comma before a coordinator (and, but, yet, or, nor, for, so) that links two main clauses:

Business-casual clothing is often the most important, yet most neglected part of a man's wardrobe.

2. Use a comma between words, phrases, or clauses that appear in a series of three or more, and always use an Oxford comma:

A crisp white shirt goes with every tie you own, every suit you own, and every color in your wardrobe.

3. Use a comma after a phrase or clause that precedes the subject of the sentence:

Like gin and tonic, blazers and jeans were practically made for each other.

4. Use a pair of commas to set off words, phrases, or clauses that interrupt a sentence:

Henleys, especially those in fall-friendly colors, are great for layering when you need a little more coverage.

5. Use a comma to separate two adjectives when the adjectives are interchangeable.

Our goal is to help you invest in versatile, classic clothing.

Dashes and hyphens

No spaces between hyphens or any dashes. Use em dashes—like so—instead of double dashes (--). En dashes for numeric range (e.g. 15–27) and compound proper modifiers (e.g. “Civil War–era”). Hyphens for compound modifiers (summer-ready look), except when the first word ends in an ly.

White jeans—one of our all-time favorite items—will surely help you take your style to the next level.

Hyphens

Hyphens are used to create compound modifiers, which are two words connected by a hyphen that acts like one adjective. If the first word of the modifier ends in an ly, then do not use the hyphen. (The ly acts as the link between the two words.)

Part knock-around boot and part dress boot, chukkas are the ideal fall-weather shoe for anything from Casual Friday to Football Sunday.

En Dashes

En dashes (–) are used to show numeric range (e.g. 15–27) and to create compound proper modifiers (e.g. Civil War–era).

Keyboard command: option + hyphen

It takes 20–30 days for this company to make a shirt.

When it came time to IPO his company, Matt Maloney wanted to ring the NYSE bell in a custom-made, Wall Street–style power suit.

Em Dashes

Em dashes can take the place of commas, parentheses, or colons—each creating a slightly different effect.

The em dash in place of a colon

The em dash can be used in place of a colon when you want to emphasize the conclusion of your sentence. The dash is less formal than the colon.

Fall is our favorite season because it's the start of dressing weather—the time of year when guys have the most options for looking good.

The em dash in place of commas

A pair of em dashes can be used in place of commas to enhance readability. Be aware that em dashes will always create more emphasis than commas.

We'll pair you with a dedicated personal stylist who—after getting to know your size, style, and preferences—will send a selection of premium clothing straight to your door.

The em dash in place of parenthesis

A pair of em dashes can replace a pair of parentheses. Since they're more intrusive, dashes work well when you want to draw attention to the parenthetical content. If you want to include the parenthetical content more subtly, use parentheses.

Some of our favorite brands have transferred a major design element of jeans—namely, the pockets—to the world of chinos.

When used in place of parentheses at the end of a sentence, only a single dash is used.

Deconstructed blazers are the perfect option for the spring season—or any season for that matter.

Ellipses

Ellipses (...) can be used to indicate that you’re trailing off before the end of a thought. Put one space on each side of them … and use them sparingly. Don’t use them for emphasis or drama, and don’t use them in titles or headers.

“What do you want in your trunk?” Christina asked. Dave said, “I don’t know … ”

Periods

Periods go inside quotation marks. They go outside parentheses when the parenthetical is part of a larger sentence, and inside parentheses when the parenthetical stands alone.

Shawn said, “I need some new clothes.”

I need some jeans (and I need some pants, too).

I need some jeans and pants. (I need some new clothes.)

Question marks

Question marks go inside quotation marks if they’re part of the quote. Like periods, they go outside parentheses when the parenthetical is part of a larger sentence, and inside parentheses when the parenthetical stands alone.

Exclamation points

Exclamation points should be used sparingly, mostly when engaging with a follower on social media. Never use more than one at a time. They’re like high-fives: A well-timed one is great, but too many can be annoying.

Exclamation points go inside quotation marks. Like periods and question marks, they go outside parentheses when the parenthetical is part of a larger sentence, and inside parentheses when the parenthetical stands alone.

Quotation marks

Use quotes to refer to words and letters, or direct quotations.

Periods and commas go within quotation marks. Question marks within quotes follow logic—if the question mark is part of the quotation, it goes within. If you’re asking a question that ends with a quote, it goes outside the quote.

Use single quotation marks for quotes within quotes.

Who was it that said, “White pants are a year-round option”?

Brad said, “Trunk Club’s CEO once told me, ‘White pants are a year-round option.’”

Semicolons

Semicolons usually support long, complicated sentences that could easily be simplified. Sometimes em dashes (—) can be used instead, but in most cases, you’re better off writing a new sentence.

Em dash keyboard command: shift + option + hyphen

Ampersands

Don’t use ampersands unless one is part of a company or brand name.

Rag & Bone

Attributing quotes

When quoting someone in a blog post or other publication, use the present tense.

“Trunk Club has helped me improve my style,” says Donnie Straits.

Also, stick to neutral verbs, like “says” when attributing the quote. Showy verbs like “exclaims” or “states” tend to be distracting.

Names and titles

The first time you mention a person in writing, refer to them by their first and last names. On all other mentions, refer to them by their first name.

Unless it’s a VP or member of the C-Suite, don’t capitalize the names of teams, departments, or individual job titles at Trunk Club or other companies.

Yes: Jason Smith, our VP of Merchandising, loves white jeans.

No: Emily Harris, one of our Stylists, loves white jeans.

Writing about Trunk Club

In member-facing copy, “Trunk Club” should always be spelled out, not abbreviated as “TC.” When referencing our physical locations, the word "Clubhouse" should always be capitalized. Refer to Trunk Club as “we,” not “it.”

Writing about other companies

Honor companies’ own names for themselves and their products. Go by what’s used on their official website.

iPad

YouTube

Yahoo!

Refer to a company or product as “they” (not “it”).

We love Rag & Bone. Their brand embodies cool.

Text formatting

Leave one space after periods, never two.

Any other questions?

If we haven’t answered your question, visit apstylebook.com and log into our account with the following credentials.

Username: Copycats

Password: DoItLive

Men's vs. Women's

Whether speaking to men or women, our voice will always remain empathetic, deluxe, opinionated, imaginative, and expert. However, because men and women respond to messages differently, our tone may vary slightly between the two audiences.

Men like facts and functionality—they often respond best to quick, clear messages that get straight to the point or communicate a clear product objective. Women like story and emotional cues—they often respond best to subjective language that leaves room for thought. The nuance is often very small, but it’s important to always keep in mind which gender you’re talking to.

Talking About Shoes 

Men:

Brown shoes are more versatile than black shoes because they pair with every color in your wardrobe (except black). And no pair of brown shoes is complete without a brown belt.

Women:

Here’s to walking tall, dancing up a storm, and running with it—and to the shoes that stick with you every step of the way. Ask your stylist to hook you up with your next favorite pair.

Talking About Neutrals

Men:

We’ll go to the mat for white jeans any day. Every man should own a pair.

Women:

When it comes to shoes and accessories, one thing’s for sure: landing in neutral territory is almost always risk-free.

Talking About Dark Denim

Men:

Denim is a staple for any season, but its heaviness is particularly appealing in the cooler months. Dark washes are best for fall because they look great with other popular colors of the season like olive, brown, and burgundy.

Women:

When it comes to denim, go dark or go home. Dark jeans look great with everything from your favorite heels to t-shirts. We love the sleek silhouettes, downtown edge, and incomparable fit of #ragandbone.

Voice and Tone

Our Voice

Trunk Club’s voice is human, and generally feels like a successful older brother or wise older sister (although one that doesn’t take his or herself too seriously). It’s familiar, friendly, and straightforward. Our priority is to empower men and women with worthwhile information, not to belittle them and make them feel like they’re doing something wrong (a trait of several fashion brands).

One way to think of our voice is to compare what it is to what it isn’t. Trunk Club’s voice is:

- Thoughtful, but not Overbearing

- Approachable, but not Ordinary

- Sophisticated, but not Stuffy

- Qualified, but not Superior

- Reliable, but not Robotic

- A joy, but not Ecstatic!

Here’s why the above points are so important:

We’re Thoughtful, but not Overbearing

You’ll hear from us, but not every day. We’ll send you suggestions grounded in good reason and our understanding of your needs. We take our time to get to know you and your style, but we understand social boundaries. Trunk Club is shopping on your terms. We’re here to guide, not to dictate. We’re here to please, not to annoy. We’re here to serve, not to sell, sell, sell. 

Ex: When approaching a topic like a trunk or seasonal follow­-up email:

Don’t say: Hi [Name], Glad you liked your last trunk! I’d love to get you ready for the summer, so let me know what you might need.

Say: Hi [NAME], How are you enjoying those To Boot chukkas from your last trunk? I thought these navy chinos would look great with them when it starts heating up. Have you had your eye on anything else for the summer? 

We’re Approachable, but not Ordinary:

Shopping with Trunk Club should feel relaxing and welcoming, not like a run-­of­-the-­mill retailer. It should feel like going to your neighborhood coffee shop to say hello, get your usual, and try a new pastry. It shouldn’t feel like going to Starbucks to fulfill your caffeine fix in a convenient, but ultimately forgettable way. Our experience lends itself to discovery–one our members look forward to. 

Ex: When approaching a subject like, “How to dress for the holidays”:

Don’t say: Here’s how to dress for the holidays

Say: Let’s make your holiday season stylish (and stress free)

We’re Sophisticated, but not Stuffy:

Our taste is discerning—you’ll see that in everything from the brands we carry, to the design of our fitting lounges, to the spirits in your complimentary cocktail. But we do this to provide you with great service, not to inflate our own egos. Whether you order trunks or visit a Clubhouse, you can expect us to be poised, yet personable. 

We’re Qualified, but not Superior:

From fit to style to fabrication, we know clothes, but that doesn’t make us know-­it­-alls. We are not pompous or pretentious. We treat members as equals by including them in the conversation. Instead of “can’t” or “shouldn’t”, we say “we suggest”, “it’s best to”, or “what do you think?”. We are experts who act as partners, and speak as friends. 

Ex: When approaching a subject like, “Wearing a sport coat with jeans.”:

Don’t say: Never wear your suit jacket with jeans because you’ll just look like you left the trousers behind.

Say: We suggest avoiding a suit jacket because the smooth fabric doesn’t look quite right with the rough texture of jeans.

We’re Reliable, but not Robotic:

Whether you have a question about what dress to wear to a wedding or what color your next sport coat should be, we’re here for you. We’ve got the answer, and we’ve got just the right thing. But there’s no blanket response, silver bullet, or magic button. Style is unique to the individual, it’s human, and we are, too. 

Ex: When approaching a subject like onboarding style preferences:

Don’t say: Do you like this style? This will help your stylist understand your style aesthetic.

Say: How do you like this look? Any feedback you provide will help us make sure your trunk fits your style.

Our Tone

What’s the difference between voice and tone? Think of it this way: Your voice is always consistent, but your tone changes. You might use one tone when you’re out to dinner with your closest friends, and a different tone when you’re in a meeting with your boss.

Trunk Club’s tone is usually informal and conversational. Here are some tips for pulling it off:

Read your writing out loud

Does your writing sound natural, like someone actually said it, or does it sound technical, like someone wrote it in an email? If it sounds like someone wrote it in an email, rethink your word choice and consider restructuring your sentence.

Use commas strategically

When used correctly, commas preserve your ideas with the right separations and pauses. They mimic speech, making for a smooth, easy read. When misused, whether it's overuse or under use, you run the risk of confusing, irritating, and frustrating your readers. See our grammar and mechanics section for more info.

Take advantage of contractions

They’re great! They give your writing an informal, friendly tone. In most cases, use them as you see fit. Don’t go overboard (e.g. that’ll, ain’t, y’all, etc.) or you’ll sound like a hillbilly.

Write in an active voice

In active voice, the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it.

Yes: Ron logged into his account.

No: The account was logged into by Ron.

Stay positive

Use positive language rather than negative language. One way to detect negative language is to look for words like “can’t,” “don’t,” etc.

Yes: To get a trunk, request one from your stylist.

No: You can’t get a trunk if you don’t request one from your stylist.

Do not be afraid to start / end sentences with prepositions.

It might not be what your english teacher taught you, but we’re also not writing about scholarly research. Starting / ending sentences with prepositions lends to a friendly, conversational feel. And you can start sentences with “and.”

Yes: Who should I give a high five to?

No: To whom should I give a high five?

Yes: Above all, invest in a solid pair of well-made jeans.

Keep it simple

No one should ever have to re-read a sentence. If you can substitute a big, complicated word for an easier one, do it. Also, no exclamation points.

It’s acceptable to lengthen copy for women slightly if the intended emotional response calls for additional adjectives, language, or exclamation points.

Be generous. Inform. Inspire. Above all, empathize.

Do not chase transactions with sales-driven writing. Build relationships by giving until it hurts. Offer good information. Think about the recipients reading your writing. How does your email earn its spot in their inbox? What’s in it for them?

Word List

Trunk Club isn’t a fashion company, so we don’t talk like one.

We don’t follow trends. That goes for our clothes and our writing—especially with regard to word choice. Write for a wide audience. Use words that will be relevant in five years.

If fashion editors, catalog writers, or #menswear bloggers like a word or term, we most likely will not. Here are some words we need to stay away from:

- Off-duty

- Artisanal

- Wardrobe workhorse

- Steez

- Swag

- Dubmonks

- Jawnz

- Bae

- Squad

- On fleek

- Literally

- Yolo

- Threads

- Curated

- Gentleman / Gentlemen

Commonly Troublesome Words

We're constantly adding to this list as these words reveal themselves:

- Monkstrap, not monk strap

- Handpick, not hand-pick

- email, not e-mail

- Gray, not grey

Writing for Product Catalogue

How do you talk about fashion with customers who don't care about fashion?

The best product descriptions address your ideal buyer directly and personally. Ask and answer questions as if you’re having a conversation with them. Choose words your ideal buyer uses. Use the word you.

Ask yourself what’s in it for the reader / potential buyer? Always highlight the benefit of the item:

(feature) >> (benefit)

Ex: Rubber soles for added traction

Avoid “Yeah, yeah” phrases like, “excellent quality.” Explain why the quality is excellent.

Let the reader imagine what it would be like to own the product. Put them is a situation and explain how / why owning said product makes his / her situation better.

Tell the Story

Who makes the product?

What inspired creating the product?

What problem does the product solve?

Add an element of history / provenance

Ex: Picture this: One person cuts the leather, one person burnishes the leather, one person molds the shoe, one person creates the sole, and another person drives the truck. That’s how Scarpe di Bianco makes shoes—no machines (besides the truck).

Use sensory adjectives: smooth, crisp, grainy, cool, sharp. 

Find clever ways to introduce an item. Audiences like to be entertained, not pitched. People will pay more attention to entertaining content than factual or serious content, opening themselves up to be influenced.

The below example is for Sol Angeles:

And on the eighth day God created whatever fabric Sol Angeles t-shirts are made from. The tag says a blend of bamboo, and polyester, but it could say clouds, butter, and baby panda fur and we’d believe them. Mind-blowing softness aside, these t-shirts feature unique patterns that perfectly capture California’s low-maintenance approach to high style.

When addressing country of origin: call out America, Italy, Japan, England, Scotland, Spain, Portugal (shoes). Use “Imported” for everything else.*

*Subject to change on a case-by-case basis

Writing for Social Media

Generally speaking, anything we write on social should mirror our voice, tone, and style. Here are a few additional pointers:

Write short.

Write smart.

Have a takeaway.

Some social-media platforms have a character limit, and others don’t. But for the most part, we keep our social-media copy short and always try to give our audience good info.

Twitter:

Given the 140-character limit, you don’t really have a choice here. Keep in mind, links and photos add ~20 characters each.

Post Frequency: Between 5–7 times a day, including retweets.

Facebook:

No limit, but aim for one to two short sentences.

Post Frequency: Once every other day.

Instagram:

No limit, but try to keep it to one or two sentences. No emojis.

Post Frequency: Once a day.

LinkedIn:

No limit, but aim for one to two sentences.

Post Frequency: Once every other day.

To write short, simplify your ideas or reduce the amount of information you’re sharing—but not by altering the spelling or punctuation of the words themselves. It’s fine to use the shorter version of some words, like “info” for “information.” But do not use numbers and letters in place of words, like “4” instead of “for” or “u” instead of “you.”

Engaging with Our Followers

Do your best to adhere to Trunk Club style guidelines when you’re using our social media channels to correspond with users. Use correct grammar and punctuation. If you’re having a conversation with a member, it’s okay to use exclamation points to create an excited, conversational feel, but go easy on them.

Yes: "We’re glad to see your trunk arrived, Robert! How did it all fit?"

No: "We’re glad to see your trunk arrived, Robert!!!! How did it all fit!?!?"

When posting, aim to create conversations with our followers. Don’t be afraid to favorite or repost something—like a photo of a trunk with a nice caption for example. Use your best judgement, and only repost content pieces that add value to our followers and speak to our service.

Hashtags

We employ hashtags very deliberately. We may use them to promote an event, create a collection of advice, tag an aspect of our service that doesn’t have a handle, or connect with members during a timely period. (Like when we made a custom suit for Sam Dekker at the 2015 NBA Draft.) Here’s that tweet:

#TBT to when we outfitted @dekker for the 2015 NBA draft. #TrunkClubCustom #SamDekker #NBADraft2015

Don’t tack hashtags onto the end of a caption to rank higher in search. It looks spammy. If you’d like to tag products in a post, integrate the hashtag into the sentence to make it look cohesive.

We love the sleek silhouettes, downtown edge, and incomparable fit of #ragandbone.

Bottom line, every hashtag should serve a purpose—like #TCStyleTips, which guys can click on to find a variety of helpful blurbs of style advice.

Whenever you don’t have a shoehorn handy, you can use your belt as a replacement. #TCStyleTips