COPYWRITING
Recipe Style Guide
Chefs and home-cooks have their own style … more
Proofreader’s Marks
Proofreading marks are universal symbols … more
Ten Most Commonly Confused
Word Pairs … more
Sexist Vs. Nonsexist Terms
In this day and age of political correctness, … more
The Hot 150 Word Cheat Sheet
If
you feel you’ve gotten yourself into
an “expression rut,” … more
E-mail Etiquette: Technology
Meets Manners
You’ve probably heard the expression, … more
Recipe Style Guide
Chefs and home-cooks have their own style of
expressing recipes. And while these variations can add charm
to recipe reading, the basic function of a recipe is to help
the reader successfully recreate that perfect recipe at home.
To write the perfect recipe, there are several
rules that should be followed. These rules will give the reader
a sense of consistency, clarity and ease of preparation.
Click Here to download a PDF version of this Recipe Style
Guide.
In General:
- Recipe ingredients should be listed
before the recipe directions.
- Ingredients should be listed in the
order they are used in the recipe directions and by exact
amounts (size, tablespoons, cups or weight). Do not list
dry baking ingredients by weight. The typical consumer
does not cook with scales.
- Use common units of measure. (2 tablespoons
instead of 1/8 cup)
- Use the largest unit of measure. (1/4
cup instead of 4 tablespoons)
- If more than one ingredient is used
at the same time, list the larger ingredient first; i.e.,
1/2 cup sour cream before 1/4 cup milk.
- If dry and wet ingredients are added
at the same time and are the same amount, list the dry
before the wet.
- List substitutes for hard-to-find ingredients.
- Use numerals before measurements or
times i.e., 1 cup, 2 hours.
- Give the cooking temperature and the
cooking time.
- State internal temperature for doneness
of meat. (until thermometer registers 160°F)
- Include any visual tests for doneness.
(until lightly brown; until toothpick comes out clean)
- State the level of heat on a stovetop.
(cook over high heat; simmer on low heat)
- Recommend the type and size of bowls
and pans to use.
- Use verbs that describe accurately
what's happening as your dish cooks; i.e., simmer and braise
rather than simply cook.
- Share cooking clues. Describe the thickness
of the sauce, the color of the caramelized sugar, or the
smell of the spices.
- Break down complex recipes into components,
i.e., crust, filling, topping, etc.
- If possible, include do-ahead instructions.
(marinate for 24 hours prior to grilling)
- List the final serving size and number
of servings.
- Give serving suggestions, i.e., serve
with chutney or peach salsa; good on pancakes, waffles
and ice cream.
Measurements:
Tablespoons = Tbsp. (spell out in directions)
Teaspoons = tsp. (spell out in directions)
Ounces = oz. (spell out in directions)
Pounds = lb. (spell out in directions)
Cup(s) = always spell out
Quart, liter, gallon, pint = always spell out
Fractions:
Hyphenate mixed numbers, i.e., 1-1/2 cups; 2-1/4
Tbsp. The exception: if your desktop publishing software
is able to create fractions, a hyphen is not necessary: 1½ cups;
2¼ Tbsp.
Descriptors:
Place descriptors after the ingredient in the ingredients
list, separated by a comma, i.e., 2 carrots, julienne; 1
cup spinach, chopped, etc.
Capitalization:
Capitalize the first letter of each ingredient in
the ingredients list, if it does not begin with a number,
i.e., Pinch of salt; Salt and pepper to taste; Juice of one
lemon.
Consistency:
Consistency is KEY! Establish your own Recipe Style
Guidelines and adhere to them with each and every recipe.
If you begin to use “Tbsp.” as an abbreviation
for Tablespoon, ALWAYS use “Tbsp.” A switch to “Tbl.” in
a subsequent recipe can lead to confusion.
Proofing:
Ask co-workers and/or fellow connoisseurs to proof
your recipes against the Recipe Style Guidelines for consistency
and clarity. Also ask them to proof your recipes for spelling
and grammar.
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Proofreader’s
Marks
Proofreading
marks are universal symbols originally used by journalists and
editors to correct copywriting mistakes: misspellings, grammatical
errors and typography errors.
Proofreading marks provide a short-hand way to correct any
document and they help minimize miscommunication between the
editor and the designer.
The downlodable
chart indicated below is a list of some
of the most frequently used proofreading marks. Print it out
and keep it handy — at
your desk, by your computer, on your wall — wherever it
is a quick and easy reference for you!
Click
Here to download the PDF
indicated above.
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Ten
Most Commonly Confused Word Pairs
| Accept |
to receive willingly |
| Except |
to leave out |
| |
|
| Affect |
(v.) cause |
| Effect |
(n.) result |
| |
|
| Both |
two considered together |
| Each |
considered separately |
| |
|
| Can |
ability and power |
| May |
implies permission is needed |
| |
|
| Capital |
capital city, capital letters, and money
in the bank |
| Capitol |
the domed building |
| |
|
| Ensure |
ensure that |
| Assure |
assure you |
| |
|
| Fewer |
number |
| Less |
volume |
| |
|
| If |
conditional |
| Whether |
always means whether or not |
| |
|
| It’s |
it is |
| Its |
possessive |
| |
|
| Raise |
takes someone else to do it |
| Rise |
the sun rises by itself |
| |
|
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Sexist Vs. Nonsexist Terms
In this day and age of political correctness,
sometimes it’s
a challenge to effectively communicate without using gender-specific
terms. To minimize the risk of offending male and female readers,
we’ve come up with a list of words to use in your everyday
communications to send the right message in a nonsexist manner:
Sexist Terms |
Nonsexist Substitute |
| anchorman |
anchor |
| advertising man |
advertising professional |
| chairman |
chairperson |
| cleaning woman |
domestic |
| Englishmen |
the English |
| fireman |
firefighter |
| foreman |
supervisor |
| a man who |
someone who |
| man the exhibit |
run the exhibit |
| man of letters |
writer |
| mankind |
humanity |
| manpower |
personnel, staff |
| manmade |
artificial, manufactured |
| man-hours |
work hours |
| Mrs., Miss |
Ms. |
| newsman |
reporter |
| postman |
mail carrier |
| policeman |
police officer |
| salesman |
salesperson |
| stewardess |
flight attendant |
| self-made man |
self-made person |
| weatherman |
meteorologist |
| workman |
worker |
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The Hot 150 Word Cheat Sheet
If you feel you’ve gotten yourself into an “expression
rut,” now’s the time to expand your vocabulary! To
wean yourself from overused words such as “awesome” and “fabulous,” check
out some alternative ways to effectively express yourself.
| Comfort/Security |
High Quality |
Stimulation/Excitement |
Authority/Dignity |
| genial |
finest |
provocative |
talented |
| engaging |
unsurpassed |
startling |
accomplished |
| cordial |
first rate |
revelry |
veteran |
| hospitable |
elite |
elate |
perceptive |
| special |
superb |
incredible |
brilliant |
| enthralling |
aristocrat |
candid |
maestro |
| haven |
definitive |
rousing |
genius |
| tranquillity |
apex |
seductive |
innovator |
| bulwark |
unbeatable |
enticing |
pivotal |
| retreat |
top-ranking |
monumental |
profound |
| shelter |
unrivaled |
alluring |
prize winning |
| amiable |
peerless |
majestic |
premier |
| memorable |
singular |
dramatic |
illustrious |
| courteous |
paramount |
sumptuous |
famous |
| gracious |
preeminent |
mesmerizing |
world class |
| exquisite |
perfect |
shocking |
esteemed |
| homey |
excels |
engrossing |
master |
| serene |
supreme |
spirited |
qualified |
| congenial |
foremost |
alert |
professional |
| refuge |
first class |
lively |
astute |
| sanctuary |
excellent |
stunning |
canny |
| |
superlative |
festive |
gifted |
| |
distinguished |
frolic |
virtuoso |
| |
culmination |
enliven |
trail blazer |
| |
ultimate |
glittering |
pioneer |
| |
summit |
fascinating |
momentous |
| |
leading |
thrilling |
significant |
| |
matchless |
beguiling |
prestigious |
| |
consummate |
awesome |
celebrated |
| |
rare |
superb |
noted |
| |
unique |
tantalizing |
prominent |
| |
incomparable |
heads |
leader |
| |
impeccable |
thrilling |
revered |
| |
surpasses |
sensational |
|
| |
outranks |
intoxicating |
|
| |
|
staggering |
|
| |
|
amusing |
|
| |
|
vivacious |
|
| |
|
pert |
|
| |
|
invigorating |
|
| |
|
rollicking |
|
| |
|
rejuvenate |
|
| |
|
sparkling |
|
| |
|
glorious |
|
| |
|
sublime |
|
| |
|
terrific |
|
| |
|
striking |
|
| |
|
dazzling |
|
| |
|
breathtaking |
|
| |
|
explosive |
|
| |
|
tingling |
|
| |
|
spellbinding |
|
| |
|
sizzling |
|
| |
|
diverting |
|
| |
|
dynamic |
|
| |
|
vibrant |
|
| |
|
sprightly |
|
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E-mail Etiquette: Technology Meets Manners
You’ve probably heard the expression, “It’s
not what you say, but how you say it.” But how does this
apply to the text-driven communications of today? E-mail, text
messages and instant messaging have morphed from a convenience
to a normal way of communicating for many of us. We use it in
our business life, our home life and (if you happened to be
single) our dating life. Fortunately, even in the ever-evolving
world of technology, good manners are always in fashion.
In the workplace keep it professional.
E-mail
etiquette, also referred to as “netiquette,” plays
its most important role at the office. More and more, employees
and employers rely on e-mail for doing business. You may even
e-mail people you’ve never met before. And without body
language and tone of voice to convey meaning, recipients can
read more into your words than is actually on the screen.
Mind your manners.
Use words
like please and thank you. Address people you don’t
know as Mr., Mrs., Dr., etc.
Watch your tone.
Make sure
you come across as respectful, friendly and approachable.
You don’t want to sound curt or demanding. And don’t
type in all caps; this implies shouting.
Be concise.
E-mail is convenient,
but also time-consuming when you have quite a few to plow through.
Be respectful of people’s
time – get to the point, quickly.
Be professional.
Stay away from abbreviations and emoticons (smiley faces, etc.)
and avoid cute or suggestive e-mail.
Spell-check, please!
Remember that poor grammar and misspelled words reflect badly
on you. Take time to re-read your e-mail and make sure it makes
sense.
Be aware of sending attachments.
Not
everyone has the e-mail capabilities to receive attachments.
When in doubt, double check to make sure the attachments can
be received – especially if it’s a large attachment
(1 MB or larger). And double check before pressing “Send” that
you’ve actually attached the attachment!
Whether e-mailing in your personal or
your professional life, remember that it’s much easier to write something you’ll
regret than it is to say it face-to–face. Unlike verbal
disagreements, written correspondence can be used against you
as documented evidence. The old phrase, “Think before you
speak,” has now translated to, “Think before you
send.”
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