Editorial Style Guide

Created by Lauren Lethbridge

Updated July 30, 2020
phonesoap.com

This in-house style guide seeks to assist the writers of PhoneSoap’s copy and digital
media in educating and attracting potential customers. As a general rule, PhoneSoap
follows the standards of the Chicago Manual of Style (Chicago). However, as Phone-
Soap is a company that deals with software and science terminology, it is likely that
writers will encounter instances not covered by Chicago. For such instances, this style
guide will clarify which linguistic choices should be followed in order to achieve con-
sistency and clarity throughout all company publications. This guide also serves to
remind contributors of any elements of Chicago that are repeatedly ignored or violat-
ed in PhoneSoap materials. When Chicago gives alternatives, this guide will specify
which option PhoneSoap will follow.
 Table of Contents

1 Punctuation
1.1 Serial commas
1.2 Em dashes
1.3 En dashes
1.4 Ellipses
1.5 Ampersand
1.6 Lists
1.7 Contractions
2 Spelling, Distinctive Treatment of Words, and Compounds
2.1 Dictionary for spelling
2.2 Compounds
2.3 Plurals and possessives
3 Names, Terms, and Titles of Works
3.1 Company name
3.2 Product names
3.3 Product colors
3.4 Personal pronouns
3.5 Headline-style versus sentence-style capitalization
4 Numbers
4.1 Percentages and percent symbol
4.2 Treatment of numbers
4.3 Multiples
4.4 Dimensions
5 Grammar and Usage
5.1 Restrictive and nonrestrictive clauses
5.2 Passive voice
5.3 Use of this, that, these, and those as pronouns
1 Punctuation
1.1 Serial commas
Use the serial comma, which appears in a list preceding and, to help readers avoid
confusion or misreading (Chicago 6.19).
All the bacteria you touch on grocery carts, gas pumps, doorknobs, and even
other people are transferred and stored on your phone.
NOT
All the bacteria you touch on grocery carts, gas pumps, doorknobs and even oth-
er people are transferred and stored on your phone.

1.2 Em dashes
Em dashes are used to amplify preceding text or introduce explanatory text. They can
be used in place of parentheses, commas, or colons. Use when you want to have an
abrupt break in thought. Do not use hyphens in place of em dashes. Set off an em dash
with a space on either side.
We can’t help touching dirty things — handrails, money gym equipment, and the
list goes on.
NOT
We can’t help touching dirty things - handrails, money gym equipment, and the
list goes on.
OR
We can’t help touching dirty things—handrails, money gym equipment, and the
list goes on.

1.3 En dashes
En dashes are only used in number ranges. Do not use an en dash if the numbers are
spelled out or if the range is introduced with “from.”
PhoneSoap devices sanitize various objects in 5–10 minutes.
NOT
PhoneSoap devices sanitize various objects in 5-10 minutes.

PhoneSoap devices sanitize various objects for a brief amount of time ranging
from five to ten minutes
NOT
PhoneSoap devices sanitize various objects for a brief amount of time ranging
from five–ten minutes.
1.4 Ellipses
An ellipsis consists of three periods on the same line. Do not put spaces between or
around an ellipsis. Ellipses are used to signify omission of material in quotations or to
indicate incomplete trains of thought. Use sparingly. They can also indicate that the
reader can view more content.

1.5 Ampersand
Only use the ampersand symbol & in titles, headers, the longer versions of product
names, and some proper nouns. Spell out in running text.
Returns & Exchanges
Kills & captures even the smallest viruses that HEPA can’t.
How to Clean & Sanitize Dishwashers
NOT
Returns and Exchanges
Kills and captures even the smallest viruses that HEPA can’t.
How to Clean and Sanitize Dishwashers

1.6 Lists
If a list item is a complete and a grammatical sentence it should have closing punctua-
tion. Introduce each list item with a numeral followed by a parenthesis.
PhoneSoap employees should support the company by:
1) Following all social media pages.
2) Wearing company gear.
3) Trying out the products and giving honest reviews.
NOT
PhoneSoap employees should support the company by:
(1) Following all social media pages.
1. Wearing company gear.
1 Trying out the products and giving honest reviews.

1.7 Contractions
As the tone of PhoneSoap’s material is casual, contractions are appropriate. Contrac-
tions (combinations of two words) should use apostrophes in the place of omitted let-
ters (Chicago 7.30).
what’s NOT whats
2 Spelling, Distinctive Treatment of Words, and Compounds
2.1 Dictionary for spelling
PhoneSoap uses Merriam-Webster’s Collegiate Dictionary (easily accessible online at
merriam-webster.com) for questions of standard spelling. In select cases, PhoneSoap
departs from the recommendations in Merriam-Webster, and this style guide includes
entries for such cases.

2.2 Compounds
In general, PhoneSoap follows the recommendations for compound words found in
Merriam-Webster’s Collegiate Dictionary. Guidelines for compound words that are com-
monly used in PhoneSoap’s copy that do not appear in Merriam-Webster, depart from
Merriam-Webster, or have been used incorrectly in PhoneSoap’s copy follow:
PhoneSoap
HomeSoap
NOT
Phone Soap
Home Soap

2.3 Plurals and possessives

The following general rules apply.
The plural form of a noun is formed by adding s or es to the word.
customers
products
businesses

The possessive form of a singular noun is formed by adding an apostrophe and s.

a customer’s PhoneSoap
a product’s color options

The possessive form of a plural noun is formed by adding the apostrophe only, except
in cases of irregular plurals (Chicago 7.16).
people’s wants
partners’ successes
merchants’ needs

3 Names, Terms, and Titles of Works

3.1 Company name
In formal documents, such as business contracts, provide the full company name
on first reference: PhoneSoap, LLC. In marketing materials, refer to the company as
PhoneSoap.

3.2 Product names

The names of PhoneSoap’s products (e.g. HomeSoap) should be accompanied by the
trademark symbol (™) in the upper righthand corner on first reference for internal doc-
uments and press releases. For social media, ad copy, blog posts, and other publica-
tions, refer to the product names and subheads below.
PhoneSoap Basic
Subhead: UV Sanitizer
PhoneSoap 3
Subhead: UV Sanitizer & Charger
PhoneSoap Go
Subhead: Portable UV Sanitizer & Charger
OR Battery-powered UV Sanitizer & Charger
PhoneSoap Wireless
Subhead: UV Sanitizer & Qi Charger
PhoneSoap Pro
Subhead: Rapid UV Sanitizer & Charger
HomeSoap
Subhead: Large UV Sanitizer & Charger
AirSoap
Subhead: Filterless Air Purifier
PhoneSoap Pads
Subhead: Microfiber Cleaning Cloths
PhoneSoap Shine
Subhead: 2-in-1 Spray Solution & Screen Cleaner

3.3 Product colors

Do not change the names of the colors each PhoneSoap unit comes in. They should
always be referred to as what is specified below.
PhoneSoap 3: Aqua, Black, Gold, Perwinkle, Orchid, Silver, and White
PhoneSoap Go: Indigo and White
PhoneSoap Wireless: Gunmetal and White
 PhoneSoap Pro: Blue, Charcoal, Lavendar, Mint, Red, and White
HomeSoap: Black and White
AirSoap: White

3.4 Personal pronouns

For introductory or advertising materials, use the plural pronoun we. For technical doc-
uments, avoid use of personal pronouns (e.g. by employing the passive tense or the
pronoun one).

3.5 Headline-style versus sentence-style capitalization

In marketing materials such as blog posts, use headline-style capitalization (Chicago
8.159) for document titles and mains section titles. Use sentence-style capitalization
(Chicago 8.158) for items in bulleted or numbered lists.
Document and main section titles:
How to Properly Clean Your Cast Iron
How Does PhoneSoap Work?
NOT
How to properly clean your cast iron
How does PhoneSoap work?
Items in a bulleted or numbered list:
Safely sanitizes anything that fits inside
UV sanitizer that kills 99.99% of germs
NOT
Safely Sanitizes Anything that Fits Inside
UV Sanitizer that Kills 99.99% of Germs

4 Numbers
4.1 Percentages and percent symbol
In all cases, use numerals to refer to percentages and only use the percent symbol %.
(Chicago 9.18)
PhoneSoap’s powerful UV-C light kills 99.99% of germs.
NOT
PhoneSoap’s powerful UV-C light kills 99.99 percent of germs.
OR
PhoneSoap’s powerful UV-C light kills ninety-nine point nine percent of germs.
4.2 Treatment of numbers
Spell out numbers zero through nine unless the numbers are included in a percentage
or as a monetary amount. Use numerals for all numbers in product details and when
referring to any form of measurement.
PhoneSoap 3 comes in seven different colors.
NOT
PhoneSoap 3 comes in 7 different colors.

4.3 Multiples
Always use numerals when referring to multiples. Use “x” instead of “times.”
A cell phone has 18x more bacteria than a public restroom.
NOT
A cell phone has 18 times more bacteria than a public restroom.

4.4 Dimensions
Use numerals when referring to dimensions and include the uppercase initial of the
type of measurement after the numeral. Use a lowercase “x” in place of “by.”
173 L x 95 W x 20 H
NOT
73 length X 95 width X 20 height

5 Grammar and Usage

5.1 Restrictive and nonrestrictive clauses
The word that should always be used with restrictive relative clauses and should not
appear with commas. Nonrestrictive clauses should use the word which and should be
enclosed in commas.
PhoneSoap kills microorganisms that hide in crevices.
NOT
PhoneSoap kills microorganisms, that hide in crevices.

We don’t wash our phones, which is why the average smartphone shows 18x
more bacteria than a public restroom.
NOT
We don’t wash our phones which is why the average smartphone shows 18x
more bacteria than a public restroom.
5.2 Passive voice
Where possible, PhoneSoap will avoid using the passive voice. Using active voice
as often as possible will help keep sentences straightforward and avoid ambiguity in
translation. Passive voice may be appropriate when the agent of the verb is unknown,
or when placing emphasis on the recipient of the action.
A powerful UV-C light kills household germs.
NOT
Household germs are killed by a powerful UV-C light.

5.3 Use of this, that, these and those as pronouns

To avoid potential translation errors and confusion for non-native English speakers, the
words this, that, these, and those should be used only as adjective, not as pronouns.
When followed by a concrete noun, these pronouns function as adjectives and are ac-
ceptable.
UV-C light destroys nucleic acids and breaks apart bacteria DNA. This germicidal
effect is harmful to our eyes.
NOT
UV-C light destroys nucleic acids and breaks apart bacteria DNA. This is harmful
to our eyes.