Voice and tone

The 11 Commandments to writing in the Cosmopolitan voice

  1. If it doesn’t have a hook, no one’s buying it. Every ad and post we craft needs to tell a story. Even a single image, paired with the right headline, has the power to surprise, excite and intrigue our audience. That’s our goal.
  2. Unlock just the right amount of wrong. Great stories involve creative tension. Try to find justaposing ideas that will get your message across. Our tagline is a perfect example of that—use it as your jumping-off point.

    • Lounge hard.
    • Mistake memorably.
    • Lose yourself. Keep your swag.
    • Come here to live, not stay.
  3. Suggestion sparks intrigue. Leave a little mystery. Don’t spell it out: set the stage and let the audience flesh out the script. Likewise, being overly sexual leaves nothing to the imagination. Find that sweet spot.
  4. Literal is public enemy number one. It is the antithesis of The Cosmopolitan. If you’re promoting an offer, don’t stop at the offer itself. That will only make for boring ads. Instead, ask yourself: what’s the experiene we’re trying to sell?
  5. Art + copy make great bedfellows. The visual and copy always need to play off each other. The image would be incomplete without the headline, and vice-versa
  6. If you have to say you’re cool… you’re not. Don’t explain what we stand for, i.e. “luxury and intrigue await” or “escape into glamour.” Everyone makes these blanket-statement claims, and they don’t resonate. Instead, dig a little deeper: what makes us luxurious, intriguing, and glamorous? Exude it.
  7. Edit, edit, edit. Never say in ten words what could be said in three. One succinct, carefully-worded headline always packs the most punch. This goes for body copy too.
  8. If you sound like British butler, you’ve gone too far. We want to convey luxury without using overly highbrow language, i.e. “Enjoy complimentary summer essentials when booking your 2-night stay accommodations.” Instead, say something like, “Complimentary pool swag with 2-night stay. Includes everything but your strut.” Think sophisticated with an edge.
  9. Turn ordinary on its head. Twists on common phrases can be great when used sparingly. Don’t use specific brands, titles, or names.

    • Spring is in the dare.
    • Meet your heart out.
    • Eat, drink, and be daring.
  10. The devil is in the details. Don’t stop at the headlines. Even calls-to-action should show off our brand personality.
  11. Get out of the bargain basement. When writing offer copy, take the elevator another flight up. For example, say “Enjoy $150 in food and drink, on us” instead of “Get a $150 food and beverage credit.” Steer clear of the word “free.” Instead, use language like “complimentary,” “included,” or “on us.”