Example #3 Writing aimed at employees, rather than customers
Client:
A bus tour company in a historic Midwestern city
Assignment:Develop training manual for tour guides (example from the introduction)
This document is not a script to be memorized word for word. It is intended as an example of how to make the adventure more conversational, fun and inclusive. The jokes and sound effects are tools that will help you create a unique experience for your Guests. Do not use all the suggested effects or jokes on any given tour! They will be much more effective if used sparingly.
The timing and amount of information delivered at each tour highlight will be directly affected by personal style, as well as the amount of traffic each operator encounters. Each Captain must take ownership of the material and allow his or her quirky, fun-loving personality to shine.
This text is not meant to be read, but rather performed. Please keep in mind that (name of client withheld) is more of an attraction than a tour. The Captain is part tour guide, part historian, part cheerleader, part information officer-but most of all, an entertainer.
Do your best to make this a one-of-a-kind experience for each and every passenger. They are the stars of this "show," so let your Guests decide how much or how little participation they will enjoy. And remember, children relate to the experience differently than adults. If they're having fun, everyone will have fun!
Notice how writing aimed at employees utilizes a different tone than copy written for customers.
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