Corporate language

Corporate language

The Demag language is descriptive and clear. It documents our reliability, highlights our competence as technological leader, and illustrates the benefits our products and solutions offer.

  • We avoid excessive technical jargon, complicated sentences, empty phrases and foreign words for which a translation exists.
  • Our wording is active and positive. We avoid the superlative.

Headlines

  • Our headlines are striking and self-confident. They capture the readers’ attention and arouse their interest in the copy text to follow. They are the hook we use to get people interested in our stories and solutions. They convey the benefits that the product’s key features can deliver to the customer with effective wording.
  • Start with the key message that you want to highlight and build the headline around that. Is there any way that you can shorten it or make it more punchy?
  • Take out as many superficial words as possible without losing the feelings that you want to convey. Short and sweet is nice, but short and sharp is better.
  • Readers should be able to navigate the main points of the page using the headline and sub-headlines. Whenever possible, a sub-headline should be used to provide a quick summary of each new paragraph.

Body copy

  • Demag body copy is engaging, informative and inspiring. Body copy takes the reader from the attention-grabbing headline to the additional information we want to convey.
  • Speak to the customer as a friend who you are excited to tell the story of Demag to. Limit industry jargon whenever possible and keep technical messaging to a minimum.
  • The body copy should address the key pain points of the target group and end with a clear and concise call to action. What should the reader do after reading the information? Let them know!
What we want to avoid

Complicated, many nouns: "Demag process cranes are specialists for precise tool handling They assume all transport and positioning tasks necessary for maintenance and repair of the press tools."

What we want

Lively, clear, emphasising the specific benefit: "Precisely transporting and positioning tools: This is crucial when parts weighing several tons have to be maintained and repaired in a press shop. Demag process cranes are ideally suited for these tasks. "

Tips

Keep it simple
Inspire and educate with easy-to-grasp concepts and phrases.

Be authentic
Know your customer; write for your target group.

Relevance is crucial
Product features are benefits for the customer. Which benefits are relevant for the target group?

Be inspirational
Show what Demag makes possible – and how Demag products make the work easier.

Editing relevant contents

Proof Points

Interesting information about a product or solution capable of winning others for the brand. A good proof point fulfils various criteria:

  • it is clear and based on facts or figures, is verifiable
  • it offers the customer a real added benefit, helps to save costs or has a positive impact for employees
  • it arouses curiosity, the reader wants to find out more
  • it is special, sets the brand apart from the competition
  • it is memorable, easy to remember and can be explained in only a few sentences

Value Proposition Overview

Here, we are compiling an overview of all key information about a solution. The perfect tool for preparing customer meetings, brochures and presentations.

Other text forms
Press release
  • Concise information on current affairs (e.g. new products, changes in the company, new customers, events) in a news-oriented format. The topic must be news-worthy
  • Objective: information, also image gain
  • Target group: primary: journalists, bloggers; secondary: (potential) customers, prospects, multipliers
  • Contents: verifiable facts (figures and statistics welcome); core messages
  • Structure: Hierarchical structure: Key information first; the 6 fundamental questions: who, what, when, how, who, why?
  • Tone: generally factual and informative, easy to understand, clear; may be phrased in a more emotional manner depending on target group, medium and topic; no promotional statements, no direct address, no use of “we”
Success story

Promotional text aiming to convince the user or potential customer of a service/solution. The perspective of a customer expressing positive experiences with Demag solutions takes centre stage.  Used as a flyer and transformed for web content (ideally with moving images).