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  • Writer's pictureSarah Turnbull

What's a Boilerplate?

Sarah sitting reading 'They Ask, Yo Answer,' by Marcus Sheridan

If you've ever read a press release, you may’ve noticed a section at the end that provides background information on the company, organisation or the person issuing the press release. This is called a ‘boilerplate.’

It's called this because it's a standardised block of text that can be re-used without much editing.

It's typically used in the final paragraph of a press release and might include the company's history, mission statement, key offerings, contact information or other relevant details.

The main purpose of a boilerplate is to save time and effort in rewriting and editing multiple documents. By having a standardised block of text that can be reused, you can ensure consistency and accuracy in your messaging while saving time and resources.

The use of boilerplates isn’t just limited to press releases. They’re a common tool in copywriting, marketing and other forms of written communication. In this blog post, we'll explore what a boilerplate is and how you can use them in your copywriting.

How to Use a Boilerplate in Copywriting

When using a boilerplate in copywriting, you should follow these best practices:

Keep it concise and relevant: A boilerplate should be pretty short and to the point. Include only the most important information that’s relevant to the document or communication. Try to keep the boilerplate to three to four sentences, max

Use a consistent format: Use the same format and style for all your boilerplates to ensure consistency across all your documents

Update it regularly: Your boilerplate should reflect the most up-to-date information about your company, organisation, product or service. It should be updated regularly to ensure accuracy

Customise it as needed: While boilerplates are standardised, you can still customise them as needed to fit the specific context and audience. For example, you may need to adapt your boilerplate for different media outlets or communication channels, or when writing about a specific product or service

Proofread and edit it: Just like any other part of your copywriting, you should proofread and edit your boilerplate carefully to ensure accuracy, clarity, and readability. Then proofread it again. And then a third time, at least!

Examples of Boilerplates

Here are some examples of boilerplates that I’ve produced for clients:

Example 1: Healthcare company that provides services to the NHS

Aberdeen-based TAC Healthcare Group, is a flexible and responsive provider of high-quality waiting list solutions to the NHS. Established in 2014, the Group is clinically run and takes a patient-focused approach to the provision of waiting list support. With a proven track-record in the reduction of waiting lists for the NHS, TAC Healthcare Group is a valued partner of NHS Grampian. The group also supplies private patient services and Occupational Support across the UK.

Example 2: Payroll Services provider that improves employee financial well-being

PayCaptain Payroll Solutions Limited, is a multi-award-winning HR/FinTech company that delivers a fully automated cloud, outsourced payroll service. The solution contains many unique and innovative features for employees, helping them to take control of their pay and increase their financial well-being.

In summary, a boilerplate is a useful tool in copywriting that can save time and effort while ensuring consistency and accuracy in your messaging. By following best practices and customising your boilerplates as needed, you can effectively communicate your brand, product and services to your target audience.

Take a look at some of my other articles on press releases and copywriting:

Any questions that I've not answered here yet? Please feel free to contact me!



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