Writing goals

Soft-FX is a high-tech company that provides its clients with products and services for digital trading.

As an entity that grew out of a small business and has passed the care about clients through more than a decade of our history, we continue to put the interests of our customers and the security of their funds first. Therefore,our reputation is based on our customers' trust in our abilities and in the reliability of our products.

The main thing we rely on in our work is our customers' trust in our abilities and in the reliability of our products. If this trust is lost for any reason, it could jeopardize the very existence of the company in its present form.Thus, the main purpose of the content that is created internally or by third parties is to establish and strengthen customers' trust in Soft-FX products and solutions.

reputation
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Content ethics

Based on this position of establishing and building trust in our products, the following ethical tenets apply unquestioningly to content and are not subject to change.

Soft-FX does not provide untruthful information. The company's specialists in all areas have been working on products and solutions for over a decade, and delivering false data would be a blow to both the self-esteem of our employees and the client's perception.
Soft-FX does not provide unverified information. This requirement stems from the previous one. Unverified information can easily prove to be false.
Soft-FX does not use content to disparage competitors. We believe that our development capabilities and the quality of our products are enough to convince the customer that our products and solutions are the right fit for their needs. Content is required to establish this kind of awareness using respectable strategies.
Whenever possible, we use content for educational purposes. With how fast the industry is growing and how much opportunity there is in our domain, we believe players will only benefit by sharing non-sensitive information with each other.

Grammar and checkup

We strictly believe that grammar goes hand in hand with clarity, which in turn allows us to establish the necessary level of communication with potential clients. The following set of requirements will help customize content to meet these goals.

Capitalization

All words in the names of Soft-FX products and solutions should be written with capital letters, except for articles and prepositions (i.e. auxiliary parts of speech).

Ex.: TickTrader Liquidity Aggregator

Aa

Punctuation

Correct punctuation must be followed without question, since errors in punctuation can distort the meaning of a sentence and thus mislead the reader. This is a situation that we try to avoid by all means. Even when punctuation errors do not change the meaning of a sentence, they tend to make the text more difficult to understand.

,.-/!

Em Dashes (Double Hyphens or Long Dashes)

We use this type of dashes to expand or highlight a part of a sentence that appears to be a break in thought or to introduce a clause or insert.

Ex.: However, the global vision of what this product should be — a hyper-flexible liquidity aggregator — allowed developers to gradually turn the pre-designed functionality into reality.

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Spell Checking Services

Proofreading tools cannot be relied upon 100% of the time, especially when dealing with certain types of content. They, however, can be a wonderful tool to catch common errors in grammar, punctuation, or speech style.

Therefore, the use of Grammarly or Hemingway Editor services is mandatory when working with content.

Writing about Soft-FX products and solutions

The content that is created within Soft-FX or by third parties at our request, in the vast majority of cases, is intended to promote Soft-FX products and solutions. No one but us knows better how our creations perform and what their advantages are, so there are specific requirements for content about products and solutions regarding tone and voice.

Soft-FX content does not utilize empty hyperboles

Such an approach deprives content of uniqueness and is inappropriate for our purposes because hyperbole that is not supported by facts does not tell the reader anything useful. Here's an example of a sentence that won't fit the product description:

Ex.: TickTrader Liquidity Aggregator is the best offer on the market.

We provide no objective information to support such an assertion

Now consider this sentence:

Ex.: TickTrader Liquidity Aggregator is a highly relevant product for crypto exchanges that have close to zero customer numbers at the time of launch and a strong need for a reliable crypto liquidity aggregation tool.

We used a more low-key alternative, but the reader now has some information to ponder.

Soft-FX content utilizes relevant numbers whenever possible

If we can provide the hard numbers that describe the function of a product or solution from the perspective we need, that information should be used in the content. A few numbers can be much more useful to a potential customer than a few paragraphs of text.

Content production stages and checkup

It is necessary that the content we produce is at the same high quality level as the Soft-FX products and solutions. Therefore, before being published or deployed, content of any format undergoes approval by several departments to exclude any errors and miscommunication.

Content managers or copywriters

A content manager or copywriter creates the necessary piece of content according to a technical assignment, following the requirements provided in this guide.

Technical specialists

Technical specialists in this case are any competent Soft-FX employee capable of approving the technical details provided in the content.

SEO

Search engine optimization of text is necessary when the content needs to be indexed on the web.

Compliance

All marketing materials produced must go through a Compliance sign off procedure, to ensure they are fit for purpose, ahead of being released or published.

Proofreaders

To ensure the correctness of the language used, all materials are reviewed by the native speakers.

Marketing lead approval and release

After final approval by the marketing lead, the content moves on to be published on the designated platform.

Roles and responsibilities

Roles and responsibilities in content production depend not so much on the position of the employee, but on the type of work they perform in the chain to produce a particular piece of content. This list of positions is for reference purposes only.

Content writing

Typically, the creation of the initial draft with content is handled by a content manager or copywriter. However, any competent Soft-FX employee who is able to make a coherent statement on a particular topic can be in this role.

Tech consulting

Any employee who is educated in the technical aspects of the content piece topic is capable of taking on this responsibility.

Legal consulting

A piece of content may need legal advice on occasion. It can be requested from specialists in the legal department.

SEO

Often search engine optimization determines how our content performs online. If required, the technical assignment for the content is prepared by SEO specialists.

Proofreading

Proofreading is performed by the company's employees fluent in the language of the particular content piece.

Visual design

Almost all of the content we produce needs visual design. This responsibility rests entirely with the visual department. However, prior discussion of any ideas with designers is always encouraged.