Content Bible

Content Lead: Olivia Capadose

Mail: Olivia@dojoapp.co

Web: dojoapp.co

Insta: @dojoapp

Hashtag: #SoDojo

Tweet: @thedojoapp

Snapchat: dojo_app

Fax: LOL

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Dojo,8 Warner Yard, London, EC1R 5EY

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Welcome

Dojo’s tone of voice

What’s the point?

Example reviews

What not to do

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W E L C O M E

So, you want to write for Dojo...

...Yep, we don’t blame you - writing for Dojo is prettaayy, prettaayy good. As Content Editors we spend our days writing about the grooviest shit to do in the world’s greatest cities –

who wouldn’t want to write for Dojo?

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W E L C O M E

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Let’s get serious

If you’re REALLY serious about writing for Dojo we’re going to have to get one thing straight and that’s TONE OF VOICE. Hopefully this nifty little guide will give you a decent introduction to our style of writing with the help of some bullet points (because everyone likes

a bullet point), some examples of darn good reviews and some examples of really crappy ones.

D O J O ’ S T O N E O F V O I C E

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D O J O ’ S T O N E O F V O I C E

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D O J O ’ S T O N E O F V O I C E

How do I write using Dojo’s tone of voice?

Well if you’re between the ages of twenty and thirty-five, you probably want to write in a similar way to how you speak. In general, the Dojo tone is colloquial,

personal and sometimes even funny.

Our idea is to provide users with informative yet entertaining reviews without the pretension of a highbrow publication. Writing should be accessible and down

to earth without being try-hard or desperately ‘down with the kidz’.

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D O J O ’ S T O N E O F V O I C E

Keep it groundedOn the other hand, avoid using ‘bare urban language innit bruv’. We ain’t bad boys so let’s not pretend we are.

You’re so creativeFeel free to get creative – puns, cul-tural in-jokes, hyperbolic language, the occasional swear word and abbrevia-tions are all totes okay.

Paint the pictureMake readers believe you’ve really been to the place you’re reviewing. Mention all the important stuff (what you ate, what you recommend, what it looks like) but also mention random stuff like the creepy photos in the toilet or the name of your bartender.

Be a scenesterYou are a trusted reviewer so don’t play down your knowledge of London. If it’s interesting chatter, mention the history of the venue, where the head chef has previously worked, which current foodie trends you identified, which wine paired perfectly with your main.

It’s not all about youFinally, first person is a no no. “We recommend” not “I recommend”.

Speak your mindDon’t be scared to be critical. The Cereal Killer Cafe may sound like a stupid idea, so don’t be afraid to say so. Just remember that in order for a venue to make it on to Dojo, they must be good - if you’re pointing out their downfall (eg. it’s £4.40 for a bowl of bloody cheerios), don’t forget to point out why they’re on Dojo (eg. it offers something different in an area increasingly overrun with ‘artisan’ breads and latte art). Be cheeky, use irony but don’t be a meanie - nobody likes a meanie. Spit it outPLEEASE don’t ramble. You’re not a bumbly old man so spit it out. Use short sentences and don’t repeat yourself. Reviews should be around 50-100 words.

Keep it neatRead your reviews back to yourself - do they read easily? Always favour clear, neat sentences over trying to squeeze in a half funny joke.

You’re not your MumAvoid using overly cringe words (just like cringe). Words like ‘trendy’, ‘hip’ and ‘young’ should never see the light of day. Similarly, don’t use overly cliched language. That steak was not ‘melt-in-your-mouth delicious’, it was ‘motherfucking fly’.

Listen up

W H A T ’ S T H E P O I N T ?

What’s the point?We need our users to believe that we are just like them... a

bunch of young people who like going out, exploring our city and doing fun stuff. No one’s going to take advice from a

copy writing suit.

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W H A T ’ S T H E P O I N T ?

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E X A M P L E R E V I E W S

Shall we get cracking?All right keen bean. But before you write your first review, take

a look at these examples of good reviews.

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E X A M P L E R E V I E W S

Example reviews

T E X T U R E

It seemed an audacious move to hang the word ‘Texture’ above the door to this restaurant but after sampling their seven course tasting menu, it all made sense. A perfect combination of taste (Icelandic cod with grapefruit) and texture (bacon popcorn), this restaurant offers something really different. It’s over-the-top in a ‘parmesan snow’ and ‘red wine essence’ kind of way but if you’ve got the cash to splash and you’re not offended by people in suits, it’s perfect for a special occasion.

T H E G R A P E S

If you fancy a friendly boozer with plenty of charm, then you’ve found the place. The Grapes boasts 500 years of history, it’s owned by Sir Ian McKellen and even has the staff belonging to Gandalf - of Lord of the Ring’s fame - behind the bar. If you ask the bar staff nicely, they might let you recreate the infamous ‘you shall not pass’ scene. Though probably not. Charles Dickens apparently danced on the tables here too. Perhaps of more practical relevance is a nice old view of the river and a classic pub menu: the Gormley fish pie and pint of whitebait was our pick.

B L A C K F O O T

In the shadows of beef and chicken, pork is often the dumpy one forgotten in the corner. But at Blackfoot, pork is bringing sexy back. Here you’ll find piggy sharing boards piled with the likes of whipped lardo and honey-mustard chipolatas. Sticky ribs make for a more substantial main and cocktails top off the whole sexy-pork vibe.

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W H A T N O T T O D O

Have you got it yet?If you haven’t got it by now, shame on you. Perhaps a couple of bad reviews could help in outlining what

Dojo is definitely not about.

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W H A T N O T T O D O

B L I X E N

“Tuck into modern European cuisine and beautiful wines at this grand brasserie occupying the foyer and basement vault of a former East London bank. Brought to Spitalfields by the chap behind Riding House Cafe & Village Green, this all-day spot is serving everything from hearty breakfasts to refined cocktails.”

[Tip] Avoid sounding like a bored out your brain copywriter and remind yourself that you are a critic. You’re not being paid by the venue, so don’t feel obliged to be overly polite or positive about a venue.

If you think your writing is too formal, a good question to ask is “would I say that to my mate?” Would you tell your mate that a restaurant had ‘refined cocktails’? No, no you wouldn’t.

D I R T Y B U R G E R

“An unashamed appreciation of all things dead.”

[Tip] Try to sound enthusiastic about what you’re recommending. You might be a gluten-intolerant, soy milk drinking Vegan but don’t let it show (at least when writing about burgers!)

Now you go

Glen Coco, you go

xxx

Example bad reviews

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