I’ve posted a question on Linkedin regarding Boilerplates; what they are and how to use them. It turned out a very interesting discussion and a good complement to my previous post “Boiling the plate”.
Traditional understanding and use of Boilerplates
The original understanding of “boilerplate” refers to a standardized text that is re-used in different circumstances without being changed.
As Bob Kalsey writes in his answer:
“The only place for what is traditionally called “boilerplate” in most business communication is the fine print that companies often require to be placed on all or many of the documents they release. It may include company descriptions or legal, trademark and copyright notices that would appear in ads or at the bottom of press releases and such. These blocks of text are more often the handiwork of lawyers than of creative writers. (…)
(…) communications such as business proposals and personalized sales letters may well contain reusable standard text—boilerplate—that describes the company, its personnel, and the products or services that are the subject of the letter or proposal. (Nearly all of a document may be boilerplate, as with a contract form, when only a few specific details vary from project to project, use to use.) These communications, though, are not intended for mass distribution without customization of the text, to personalize it for the specific recipient.”
Tim Berkesch gives a very practical example on how his company has optimized business using boilerplates:
“Our company also receives Internet leads daily and we have found it necessary to prepare boilerplate material so we can respond to them in a timely manner. Boilerplate material does not have to be something negative for either the sender or the receiver.
Many people who contact us want standard information that can answer questions in order for them to proceed with their vendor evaluation. Anything we can do to provide that information as quickly as possible helps us build a relationship based on being helpful and providing a quick response.”
Boilerplates: Traditional X Modern uses
It’s not a matter of choosing sides; both ways of usage can be very effective depending of what your needs are. You can use the one or the other, or both!
| Traditional use | Modern use |
Boilerplates were originally created in an environment where companies acted locally, targeting a homogenous group. They can be used to reply to very specific requests, where the customer does not expect a personal answer but a quick clarification. |
Suited for larger companies with heterogeneous target groups and enterprises acting in different countries, targeting different cultures. |
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