Lincoln marketing guidelines - lfg · PDF fileLincoln marketing guidelines ... call to action...
38
For LFG internal use only. Page 1 of 38 <Note: Some suggestions may not be appropriate for the entire enterprise.> Lincoln marketing guidelines with American Legacy ® supplement as of April 4, 2012 Compliance issues are highlighted in red. Internet issues are highlighted in green. Table of contents Page Page General 2 Catchphrases............................................................................ 2 Lincoln name ............................................................................ 2 Lincoln Financial ® shared values............................................... 2 Logic ......................................................................................... 2 Organized writing ...................................................................... 2 Writing principles ...................................................................... 2 Writing style .............................................................................. 2 House style 3 Abbreviations and acronyms ..................................................... 3 Academic degrees .................................................................... 3 Ages ......................................................................................... 3 Avoid ........................................................................................ 3 Biographies............................................................................... 3 Bond ratings.............................................................................. 4 Bullets ....................................................................................... 4 Capitalization ............................................................................ 5 Collateral descriptors ................................................................ 5 Collective nouns ....................................................................... 5 Compass directions .................................................................. 6 Component codes ..................................................................... 6 Continued (jump line) ................................................................ 6 Contractions.............................................................................. 6 Copyright and closing ............................................................... 7 Cover quirks.............................................................................. 7 Dates ........................................................................................ 7 Decimals ................................................................................... 8 Distribution restrictions .............................................................. 8 Dollar amounts.......................................................................... 8 Edward Jones ........................................................................... 8 e.g./i.e....................................................................................... 8 Epigraphs ................................................................................. 8 Email ........................................................................................ 9 E-terms ..................................................................................... 9 Financial strength...................................................................... 9 Firm specific.............................................................................. 9 Folios ...................................................................................... 10 Footnotes and table notes....................................................... 10 Fractions ................................................................................. 11 Help synonyms ....................................................................... 11 HTML opt-out line ................................................................... 11 Indices and benchmarks ......................................................... 11 Jargon/ technical terms ........................................................... 11 Job identification ..................................................................... 11 Legal approval ........................................................................ 11 like vs. as ................................................................................ 11 Lincoln story............................................................................ 12 Linebreaks .............................................................................. 12 Lines of business .................................................................... 12 Mathematic formulas............................................................... 12 Never ...................................................................................... 13 Numbers ................................................................................. 14 Ownership .............................................................................. 14 Percentages............................................................................ 14 Performance ........................................................................... 14 Political titles ........................................................................... 14 PowerPoint presentations ....................................................... 14 Printer’s measurements .......................................................... 14 Punctuation............................................................................. 15 Ranges ................................................................................... 17 Ratio ....................................................................................... 17 Run-in heads .......................................................................... 17 Sales rankings ........................................................................ 18 Singular or plural..................................................................... 18 Sourcing ................................................................................. 19 Spacing .................................................................................. 19 Spelling and word choice ........................................................ 20 State specific .......................................................................... 20 Statistics ................................................................................. 20 Subjunctive mood ................................................................... 20 Telephone numbers ................................................................ 20 that vs. which .......................................................................... 21 Time ....................................................................................... 21 Titles ....................................................................................... 21 Trademarks ............................................................................ 22 Licensing agreements ............................................................. 25 Typesize ................................................................................. 25 Return addresses ................................................................... 26 Contacts ................................................................................. 27 Disclosures 30 Accelerated death benefits...................................................... 30 Bank box disclosure ................................................................ 30 Circular 230 disclosure ........................................................... 30 Competitive intelligence disclosure ......................................... 30 Delaware APS120 and APS222 disclosures ........................... 31 Generic disclosure .................................................................. 32 Guarantees disclosure ............................................................ 32 Hypothetical disclosure ........................................................... 32 In-force rate change disclosure ............................................... 32 LIMRA statistics ...................................................................... 32 Lines of business disclosure ................................................... 33 Prospectus disclosure (elements of) ....................................... 33 Solicitation disclosure ............................................................. 33 Training purposes disclosure .................................................. 33 Two separate companies disclosure ....................................... 34 American Legacy style 35 American Legacy story ........................................................... 35 Bank box................................................................................. 35 Branding ................................................................................. 35 Contacts ................................................................................. 35 Job identification and copyright ............................................... 36 Never use ............................................................................... 36 Sourcing ................................................................................. 36 Style issues ............................................................................ 36 Writing for the Web 37 Buttons, links and calls to action ............................................. 37 Headlines................................................................................ 37 Navigation............................................................................... 37 Privacy.................................................................................... 37 Qualities.................................................................................. 37 Readability .............................................................................. 37 For more information............................................................... 37 Bibliography 38
Transcript of Lincoln marketing guidelines - lfg · PDF fileLincoln marketing guidelines ... call to action...
For LFG internal use only. Page 1 of 38
<Note: Some suggestions may not be appropriate for the entire enterprise.>
Lincoln marketing guidelines with American Legacy
® supplement
as of April 4, 2012 Compliance issues are highlighted in red. Internet issues are highlighted in green.
Table of contents Page Page
General 2 Catchphrases ............................................................................ 2 Lincoln name ............................................................................ 2 Lincoln Financial
® shared values ............................................... 2
Logic ......................................................................................... 2 Organized writing ...................................................................... 2 Writing principles ...................................................................... 2 Writing style .............................................................................. 2
House style 3 Abbreviations and acronyms ..................................................... 3 Academic degrees .................................................................... 3 Ages ......................................................................................... 3 Avoid ........................................................................................ 3 Biographies ............................................................................... 3 Bond ratings.............................................................................. 4 Bullets ....................................................................................... 4 Capitalization ............................................................................ 5 Collateral descriptors ................................................................ 5 Collective nouns ....................................................................... 5 Compass directions .................................................................. 6 Component codes ..................................................................... 6 Continued (jump line) ................................................................ 6 Contractions.............................................................................. 6 Copyright and closing ............................................................... 7 Cover quirks.............................................................................. 7 Dates ........................................................................................ 7 Decimals ................................................................................... 8 Distribution restrictions .............................................................. 8 Dollar amounts .......................................................................... 8 Edward Jones ........................................................................... 8 e.g./i.e. ...................................................................................... 8 Epigraphs ................................................................................. 8 Email ........................................................................................ 9 E-terms ..................................................................................... 9 Financial strength...................................................................... 9 Firm specific.............................................................................. 9 Folios ...................................................................................... 10 Footnotes and table notes ....................................................... 10 Fractions ................................................................................. 11 Help synonyms ....................................................................... 11 HTML opt-out line ................................................................... 11 Indices and benchmarks ......................................................... 11 Jargon/ technical terms ........................................................... 11 Job identification ..................................................................... 11 Legal approval ........................................................................ 11 like vs. as ................................................................................ 11 Lincoln story............................................................................ 12 Linebreaks .............................................................................. 12 Lines of business .................................................................... 12 Mathematic formulas ............................................................... 12 Never ...................................................................................... 13 Numbers ................................................................................. 14 Ownership .............................................................................. 14 Percentages............................................................................ 14 Performance ........................................................................... 14 Political titles ........................................................................... 14 PowerPoint presentations ....................................................... 14
Printer’s measurements .......................................................... 14 Punctuation ............................................................................. 15 Ranges ................................................................................... 17 Ratio ....................................................................................... 17 Run-in heads .......................................................................... 17 Sales rankings ........................................................................ 18 Singular or plural ..................................................................... 18 Sourcing ................................................................................. 19 Spacing .................................................................................. 19 Spelling and word choice ........................................................ 20 State specific .......................................................................... 20 Statistics ................................................................................. 20 Subjunctive mood ................................................................... 20 Telephone numbers ................................................................ 20 that vs. which .......................................................................... 21 Time ....................................................................................... 21 Titles ....................................................................................... 21 Trademarks ............................................................................ 22 Licensing agreements ............................................................. 25 Typesize ................................................................................. 25 Return addresses ................................................................... 26 Contacts ................................................................................. 27
Disclosures 30 Accelerated death benefits ...................................................... 30 Bank box disclosure ................................................................ 30 Circular 230 disclosure ........................................................... 30 Competitive intelligence disclosure ......................................... 30 Delaware APS120 and APS222 disclosures ........................... 31 Generic disclosure .................................................................. 32 Guarantees disclosure ............................................................ 32 Hypothetical disclosure ........................................................... 32 In-force rate change disclosure ............................................... 32 LIMRA statistics ...................................................................... 32 Lines of business disclosure ................................................... 33 Prospectus disclosure (elements of) ....................................... 33 Solicitation disclosure ............................................................. 33 Training purposes disclosure .................................................. 33 Two separate companies disclosure ....................................... 34
American Legacy style 35 American Legacy story ........................................................... 35 Bank box................................................................................. 35 Branding ................................................................................. 35 Contacts ................................................................................. 35 Job identification and copyright ............................................... 36 Never use ............................................................................... 36 Sourcing ................................................................................. 36 Style issues ............................................................................ 36
Writing for the Web 37 Buttons, links and calls to action ............................................. 37 Headlines................................................................................ 37 Navigation ............................................................................... 37 Privacy .................................................................................... 37 Qualities.................................................................................. 37 Readability .............................................................................. 37 For more information ............................................................... 37
Bibliography 38
For LFG internal use only. Page 2 of 38
General
Catchphrases (core brand position)
Chief Life OfficerSM
Take charge. You’re the Chief Life Officer.
You’re the Chief Blank Blank Officer. (Do not use quotes.)
See Trademarks for proper use.
Lincoln name Shown as President Abraham Lincoln or Abraham Lincoln on first use, subsequently use President Lincoln. Do not use Abe or Mr. Lincoln. Attribute quotes to Abraham Lincoln or A. Lincoln.
Do not imply that Lincoln Financial Group is a product issuer.
―Lincoln‖ may be used as a general term to refer to any or all affiliates once defined by context. Do not switch its meaning within an individual marketing piece.
Avoid using the possessive form ―Lincoln’s‖ insomuch as it is impossible to distinguish between the company and the person, besides its being a dilution of the brand name. Substitute the adjectival form ―Lincoln [any noun]‖ or genitive case ―[any noun] of Lincoln.‖
Lincoln Financial
®
shared values
Public image — honesty, integrity, and responsibility
Employee image — commitment to excellence, respect, fairness, diversity, and employee ownership
Brand promise — We help you face your future with confidence.
State of mind — an attitude, mindset, outlook, state of mind or zeitgeist that places Lincoln clients, be they advisors or the public, in charge of their financial destinies.
Strategic intent — Lincoln is an essential partner in providing advice and solutions to help clients secure their financial futures.
Workplace experience — Meaningful work. Dedicated people. A confident future.
Logic Do use analogies, similes, syllogisms, and inductive and deductive reasoning.
Don’t make sweeping generalizations, use non sequiturs, give false analogies, use mixed metaphors, present biased or suppressed evidence (the whole truth and nothing but), present opinion as fact, or establish credibility using a loaded argument. No forward-looking, promissory, or prophetic statements.
Do explore possibilities (may happen or help bring about).
Organized writing
Establish setting, research, outline (main points, data to support, illustrate with graphs and tables), call to action (what you want the reader to do), contacts, regulatory disclosure.
Writing principles
Let Lincoln, the person, be your guide. Project these attributes: strong, informal, approachable, honest, and optimistic.
Writing style Stress the active voice (the subject acts) over the passive voice (the subject is acted upon).
Speak in the first (I and we) or second person (you).
Identify with your audience.
Inform and instruct; no preaching.
Repeat concepts not words (three times a charm).
Be consistent.
Be concise (economy of word, phrase, clause, and sentence).
Avoid lengthy, complicated sentences.
Be challenging and thought-provoking (do not frustrate).
Focus on professional-to-client relationship.
For LFG internal use only. Page 3 of 38
House style
Abbreviations and acronyms
Acronyms must be defined upon first use (Third Party Administrator (TPA)), except on fact sheets and advisor material where space is limited. Commonly used acronyms should be defined in client material (EPS, P/E ratio). After first use, The Federal Reserve Bank Board may be referred to as the Fed.
Spell out the names of states where possible, especially in biographies; otherwise, use two letter postal abbreviations.
U.S. and P.O. Box always take periods.
Academic degrees
BA (Bachelor of Arts) MBA (Master of Business Administration) BBA (Bachelor of Business Administration) MD (Medicinae Doctor) BS (Bachelor of Science) MS (Master of Science) JD (Juris Doctor) PhD (Philosophiae Doctor) LLB (Legum Baccalaureus)
Use an apostrophe in bachelor’s degree, but initial caps and no ―s‖ for Bachelor of Science.
Ages Always use figures for people and animals. For inanimates spell out nine or fewer years.
Use hyphens for adjectival ages that precede a noun or for noun substitutes: A 5-year-old boy. The boy is 5 years old. A group of 60-year-olds.
No apostrophe when designating decades of age. Retirees in their 60s, 70s and 80s.
Avoid
<This doesn’t
mean never.>
ampersands ―&‖ (Reserve their use for proper names only.)
and/or
overuse of ―but‖ and ―as well as‖
etc. and e.g.
feel (Do not convey personal opinion or indecisiveness.)
excessive gerunds (verbal nouns) and participles (verbal adjectives) when a simple verb will suffice (―ing‖ words indicate the process; clients and advisors want results)
he/she repeatedly (―they‖ is acceptable as the third person singular personal pronoun.)
LFG (Spell out Lincoln Financial Group.)
unnecessary hyphens or commas
negative language
over/under (Use greater than/less than and more than/fewer than.)
verbosity (―Consider obtaining the assistance of a properly credentialed expert to obtain financial services.‖ vs. ―Contact your financial advisor.‖)
vogue words (bode, incentivize, interface (v.), paradigm, transparency)
word inflation (priority vs. prioritization)
Biographies Do not reveal so much personal information as to compromise the security of family members (never give children’s names and ages and schools).
Follow this outline, written in the third person:
Name, occupation, corporation
No more than three sentences of employment history in reverse chronological order
No more than two sentences of educational background, concluded with professional licensing
No more than two sentences of non-work-related information (family members and avocations)
There is no need to use courtesy titles (Mr., Mrs., Miss, Ms.) except when introducing a direct quote to lend an air of authority.
In narrative, alternate the use of the first name and appropriate personal pronoun to indicate gender.
For LFG internal use only. Page 4 of 38
Bond ratings Use Standard & Poor’s (AAA, AA+, AA, AA-, A+, A, A-, BBB+, BBB, BBB–. BB+, BB, BB–, B+, B, B–, CCC+, CCC, CCC–, CC, D). Above BBB+ is high grade; BBB+ thru BBB– is medium grade; below BBB– are high yielding, noninvestment grade junk bonds.
Fixed-income subaccounts may be rated according to quality and duration.
Bullets Bullet levels: (central concepts), ● (normal first level), – (en dash, subsidiary level, Ctrl + number keypad hyphen)
Provide a transitional sentence to bullets that bears any language common to all bullet points.
If a bulleted list is introduced by a bold subhead, no colon is necessary.
Make sure the content of bulleted items is related and equally important (coherence).
Use parallel construction:
Be reasonably equal in length and as brief as possible.
Begin all items with the same part of speech (active verbs work well).
Employ consistent grammar. – all single words (no end punctuation), – all phrases (no end punctuation) – all sentences (with periods or question marks)
Limit to no more than six items.
Avoid subbullets, never go beyond the third level.
Avoid using commas or semi-colons at the end of items.
Avoid using ―and‖ at the end of the penultimate bullet point.
Follow a bulleted list with a sentence or two to give readers closure.
Indicate sequence or importance with numbers or letters.
Use numbers if you want to reference specific points elsewhere in text.
For LFG internal use only. Page 5 of 38
Capitalization
<Communications
team take note>
On the marketing material itself the main title (bold condensed), all heads, subheads, table titles, column heads, and row heads should be sentence case. Never put the main title in all caps if it contains product or brand names.
When referencing a title, use title case whether or not Lincoln Marketing has produced it. See Titles for proper use of italics and quotes.
The product name (upper right cover on fliers and brochures) is sentence case.
The collateral descriptor (lower right cover on fliers and brochures) is title case and bold.
When referring to a collateral category, use all lowercase. See Collateral descriptors.
The line of business (lower right on fliers and brochures) should be all caps (GROUP BENEFITS, INVESTMENT SOLUTIONS, LIFE SOLUTIONS, RETIREMENT PLAN SERVICES).
The main title of white papers and formal research papers should be title case.
Arithmetic formula elements should always be lowercase except for technical terms.
Awards and honors are capitalized (Rhodes Scholarship) not the recipient (Rhodes scholar, Pulitzer Prize-winning author), or discipline (Pulitzer Prize for literature).
Campaign names should always be capitalized without quotes. Keep the word ―campaign‖ lowercase (Lincoln for Life campaign).
Capitalize terms used in juxtaposition only when central to the entire discussion, such as ―Bull and Bear‖ or ―Growth and Value.‖ Always define such terms.
the Fund, the Series, the Portfolio (when referring to the one discussed)
Fixed Account, Guaranteed Account, Stable Value Account
federal (unless part of an agency name), U.S. government
Home Office (insurance)
Job titles and courses of study are generally lowercase in text (exceptions are display type immediately following a person’s name, language studies, or abbreviations). President Obama (cap as part of title) or The president addressed the nation. (lowercase)
Meeting rooms are capitalized (The Lincoln Banquet Hall, Room 1009)
state of Ohio, Ohio state, The Ohio State University (college)
Treasury bills, T-bills
Social Security (whenever referring to the U.S. system)
Capitalize names and titles of Group Protection product categories (lowercase in text), sales incentives (lowercase in text), and working groups (Home Office team, Implementation team, Underwriting team). Note that ―team‖ is never capitalized.
Collateral descriptors
Appears below title and subtitle lines especially on brochures. Use title case only on the piece itself, otherwise use lower case.
Identify State-specific use (if so designated) — New York Client Guide
Intended user — Advisor, Client, Consultant, Employer, Plan Participant, Plan Sponsor, Third Party Administrator
Nature or purpose — Agenda, Annual Report, Article, At-A-Glance, Book, Brochure, Calculator, Calendar, Catalog, Checklist, Course, Fact Sheet, Features, Fees, Flier, Focus, Form, Forum, Frequently Asked Questions, Guide, Guidelines, Handbook, Insight, Instructions, Kit, Lineup, Literature, Map, Marketing Material, Meeting, Options, Organizational Chart, Overview, Package, Point-Of-Sale, Presentation Book, Pricing, Product And Funds Prospectus, Program, Proposal, Prospectus, Retreat, Sales Idea, Schedule, Semiannual Report, Seminar, Series, Services, Solutions, Statement, Statement Of Additional Information, Story, Supplement, Survey, Thumbnail, Toolbox, Update, White Paper, Worksheet
Collective nouns
Use singular number verbs for nouns when they act in unanimity (class, committee, crowd, group, jury, and team).
When ―earnings‖ or ―savings‖ refers to accumulated funds compiled over time, use a singular verb. (Your savings is enough to carry you through retirement.)
For LFG internal use only. Page 6 of 38
No “s” on “insight” or “material.” “Materials” refers to a sector of the economy.
Compass directions
Compass points are lowercase (north-northwesterly).
Regions and corporate divisions are capitalized (Southern hospitality, Southern district).
Regions in cities and states are lowercase unless well known (southern Atlanta, Southern California).
Component codes
Print codes
ADV advertisement AGD agenda APH art/photos ARC article BCD business card BIN binder BIO biography BNA banner ad BNS banner stand graphics BRC brochure CAL calendar CAT catalog CDL CD label CDR CD ROM CLC calculator CPY copy CRT certificate CVR cover DCV discovery ELT Lincoln Elite Series of Funds
fact sheet ENR enrollment book EVP envelope FAD foundation ad FLD folder FLI flier FND fund sheets for EM
FST fact sheet INV invite LGO logo LTR letter MAP map MEM memo MJM maxi jim MLR mailer NCD note card NTG name tags NWL newsletter PBK presentation book PCD postcard PIN pins PLC plastic card PPT presentation PRI premium item PTR poster QPS quarterly presentation
summary RST rate sheet SJM slim jim STK sticker TAB tabs TCL tablecloth TMP template TNT table tent TST thumbnail sheet
WBC web copy WPR white paper
Firm codes (complete list to come)
EJ Edward Jones ML Merrill Lynch MS Morgan Stanley
E-communications codes
eBL e-blurb eIN e-invite eMK e-marketing update eNW e-newsletter eSI e-sales idea
Media codes
AUD audio BSK Brainshark EVT event support MMD multimedia PHO media photography SVY survey TCF teleconference VID video WBM web-based meeting WGF web graphics
Continued (jump line)
If descriptive heads are continued on left-hand pages, combine the title with the abbreviation for continued. Do not use jump lines on right-hand pages.
Biographies, cont’d.
Contractions Use sparingly to show a relaxed, conversational tone.
For LFG internal use only. Page 7 of 38
Copyright and closing
Use current copyright year at the time of printing on all pieces and update on reprints.
©2012 Lincoln National Corporation <or>
©2012 Lincoln Financial Advisors Corp. <direct retail sales only>
Visit LincolnFinancial.com <advisor and client pieces, or>
LincolnFinancial.com Login: Employer Retirement Plans <Retirement Plan Services participant and plan sponsor material, or>
Visit LFD.com <specifically requested by the marketing manager (rarely used), also include the following sentence in the identification paragraph if not otherwise mentioned in product disclosure>
Lincoln Financial Distributors, Inc., a broker/dealer, is the wholesale distribution organization of Lincoln Financial Group.
Lincoln Financial Group is the marketing name for Lincoln National Corporation and its affiliates.
Affiliates are separately responsible for their own financial and contractual obligations.
LCN1201-0000000 [12/11] PRNT 1/12 Z01 Order code: CP-COR-BRC001 12-0001
<The last seven digits of the LFD Compliance number should also appear in the lower left corner of all covers (does not apply to Group Protection material, substitute the order code on the cover).> <Merrill Lynch approval number>
Cover quirks Group Protection front covers should show the order code instead of the compliance code.
Front covers for generic life insurance (non-product-specific advanced sales) and Retirement Plan Services material should not show product identification in the upper right hand corner.
Life insurance back covers should not show the Lincoln Financial Group address. Back covers that show the company address in proximity to the copyright line should be formatted as follows: ©2012 Lincoln National Corporation
Lincoln Financial Group 150 N. Radnor-Chester Road Radnor, PA 19087
Dates In text, use commas before and after the year when a specific date (month day, year) is presented. Always spell out the month and keep month and day on the same line. (January 1, 2010, was the date in question.)
No commas when presenting only the month and year. (January 2012 was the month in question.)
In tables or where space is at a premium, abbreviate (12/31/12). If only the month and day are presented, abbreviate (Jan., Feb., Mar., Apr., May, June, July, Aug., Sept., Oct., Nov., Dec. 2012).
Do not use the ordinal suffixes ―st, nd, rd, or th‖ with dates. March 15th
For LFG internal use only. Page 8 of 38
Decimals Express percentages consistently within context. Performance is given to the nearest hundredth of a percent ―14.50%.‖
Large dollar amounts are given to the nearest tenth ―$10.3B.‖
Flush out decimal columns with place-holding zeros ―0.25, 1.10, 2.12, 3.00.‖
Distribution restrictions
Must appear at the bottom of the first and last pages of all print pieces or as the opening item on e-communications. Some pieces require it on all pages (Group Protection only on the last page).
Professional use only.
Financial professionals only. Not for use with the general public. (Morgan Stanley Smith Barney
Home Office support staff)
For advisor use only. Not for use with the public. (Retirement Plan Services advisors)
For agent or broker use only. Not for use with the public. (nonvariable life insurance, fixed or indexed annuities, and Group Protection external brokers)
For broker/dealer use only. Not for use with the public. (investments, variable insurance, and variable annuities)
For consultant use only. Not for use with the public. (Retirement Plan Services consultant newsletter)
For LFD internal use only. (Lincoln Financial Distributors, Inc. employee use only)
For LFG internal use only. (Lincoln Financial Group® employee use only)
For LFN internal use only. (Lincoln Financial Advisors, Inc. employee use only)
For internal use only. (Lincoln Group Protection employee use only)
For plan participant use only. (Retirement Plan Services emails directed to plan participants, does not appear on print material)
For plan sponsor use only. Not for use with plan participants. (Retirement Plan Services)
For producer use only. Not for use with the public. (Executive Benefits wholesalers — BOLI,
COLI, and Private Placement)
For TPA use only. Not for use with the general public. (Retirement Plan Services third party
administrators)
For training purposes only. (instructional purposes for internal employees)
Dollar amounts Do not break amount across lines.
Abbreviations are B (billions), M (millions), K (thousands).
If space is at a premium in table columns, $ sign before first entry only.
Edward Jones For Edward Jones Financial Advisor use only. Not for use with the public. (firm-specific distribution restriction, to appear on each page)
For Edward Jones client use only. (firm-specific, client distribution restriction)
Do not use the five point bank box.
Do not alter the tagline ―grow your clients served.‖
In text, refer to the advisor as ―your Edward Jones Financial Advisor.‖
e.g./i.e. e.g. — Use ―for example‖ spelled out; never follow examples with ―etc.‖ (and others).
i.e. — Use ―that is‖ spelled out. Used to introduce a brief restatement of what was just presented.
Precede and follow both abbreviations with commas.
May be used on the Web to save space.
Epigraphs The material (no quotes) in a larger size; the author (no italics) in a smaller size preceded by an em dash.
Wisdom begins in wonder. — Socrates
For LFG internal use only. Page 9 of 38
Email ―From line‖ must be a real person or corporate position (Lincoln Retirement Plan Services Sales team)
―Subject line‖ must be short (10 words or less), clear and relevant (no tricks). Don’t let the reader think, force them to read the body of the email. Set in title case with no punctuation.
Body copy must get to the point quickly. No more than two sentences to a paragraph. No more than three paragraphs interspersed with lists. List features and benefits. Benefits become buttons and/or links. Give reader a reason to act. Use power words (exclusive, simplify, exceptional, time-saving freedom).
Email address format: [email protected] Title case the person’s or organization’s name and domain.
E-terms Brainshark (substitute ―presentation‖ on client pieces)
e-blast e-blurb e-book e-bulletin e-business e-commerce eDelivery e-invite email e-newsletter e-reader
e-zine Flash email home page hyperlink (between
Web pages) the Internet (encompasses
the World Wide Web and e-communications)
intranet (internal, no-public-access website)
login (adj. or n.) log in/log out (v.) password
protected, https: site log on/log off (v.)
the Web WebAccess Web banner webcam webcast Web conference Web feed Webinar Weblink webmaster website Web page
Financial strength
For use only on product-specific pieces and value add. Check with the marketing manager before using. Claims-paying ability ratings have been temporarily suspended from use on all life products.
The strength of Lincoln Financial Group® affiliates
A company’s promises are only as strong as its reputation, integrity, and financial strength. Lincoln Financial Group
® affiliates have consistently received high marks from
independent evaluators including: A.M. Best, Fitch, Moody’s, and Standard & Poor’s.
The Lincoln National Life Insurance Company
Lincoln Life & Annuity Company of New York
A.M. Best A+ (2nd highest of 16) A+ (2nd highest of 16)
Fitch A+ (5th highest of 19) A+ (5th highest of 19)
Moody’s A2 (6th highest of 21) A2 (6th highest of 21)
Standard & Poor’s AA– (4th highest of 22) AA– (4th highest of 22) These ratings apply only to the company’s claims-paying ability. The ratings do not imply approval of the product and do not refer to the performance of the product, including underlying investment options, if any. As of February 28, 2012, these ratings represent the most recently affirmed ratings by the respective agencies. Individual issuing companies are separately responsible for satisfying their own financial and contractual obligations. All ratings are subject to revision or withdrawal at any time by the rating agencies, and therefore, no assurance can be given that these ratings will be maintained. For more information on ratings, see www.LincolnFinancial.com/investorrelations/ratings.
The current outlook for the insurance subsidiaries is positive for Moody’s and stable from A.M. Best, Fitch, and Standard & Poor’s.
Firm specific Firm-specific material should be designated on the front cover (see Distribution restrictions) and in the order code. Some firms require their own compliance number to appear below our order code. Consult the product-specific disclosure file and the marketing manager for details.
For LFG internal use only. Page 10 of 38
Folios Use folios on brochures of eight pages or more.
On brochures with a table of contents (TOC) on the inside front cover, begin folio 1 on the right hand (recto) facing page.
On brochures with no TOC but containing text on the inside front cover, begin folio 2 on the left hand (verso) inside front cover page.
On brochures with no TOC and no text on the inside front cover, begin folio 1 on the right hand (recto) facing page.
Odd numbered folios are always flush right; even numbered are flush left.
Do not use folios on trifold or quadfold material. If folios are required by a regulatory agency, they should all be flush right.
Folios should only appear on the outermost leaf of foldouts.
Suppress (do not print or reverse out) folios on pages when the background of the folio is a complicated, visually confusing graphic.
On Print On Demand (POD) material and Portable Document Format (PDF) files that are distributed as email attachments or where there is a chance of an incomplete printing, begin folios on the cover using the format: Page 1 of __ These folios must be flush right.
Footnotes and table notes
<new entry for
table notes, review
carefully, follows
Chicago Manual
of Style>
Footnotes (do not confuse with table notes) (For content protocol see Sourcing.)
Numbering begins anew on each two-page spread.
Footnote number placement should follow punctuation, the exception being an em dash.
Do not footnote single words taken out of context; but judiciously place at the end of a clause, sentence, or paragraph.
Locate footnotes below all text on either of facing pages as needed, subject to proximity restrictions.
One text number per footnote per two page spread — no multiple use. There is no need to repeat citation of an identical concept or datum.
Only footnote at the conclusion of a set of data.
If two footnotes in a row cite an identical source, format as follows. 1Source information.
2Ibid.
If two footnotes interrupted by another footnote cite an identical source, format as follows: 1Source one information.
2Source two information.
3See note 1 above.
Keep Web and email footnotes separate from disclosure information.
Table (graphic) captions
Locate immediately beneath the table to which they apply.
Refer to the table as a whole as opposed to a particular area of a table.
To cite the source of an entire table, introduce with the word ―Source:‖
If the table is derived from raw data, introduce with the words ―Data source:‖
<Greek letter
method would
rarely be
necessary>
Table (graphic) notes (do not confuse with footnotes)
Locate immediately beneath the table to which they apply (or beneath table caption if present).
Use symbols (* † ‡ § ** †† ‡‡ §§) and locate immediately below the source line of a graph or table.
To cite or explain individual elements of a table or graphic.
Repeat use of individual symbols is permitted.
Use Greek letters in superscript if there are extensive table (graphic) notes (more than eight or more than four if multiple notes apply to a single item). α β γ δ ε δ ε ζ η θ ι κ λ μ ν π ξ ο τ π φ ρ ς σ
For LFG internal use only. Page 11 of 38
Fractions Normally spelled out and hyphenated in text (two-thirds).
Mixed numbers always use case form (age 59½, 1½ months).
If practical, convert to decimals when used in tables.
Help synonyms To avoid ―help‖ repetition you may use these substitute words: aid, approach, assist, build toward, ease, enable, further, mitigate, nurture, offer guidance, provide relief from, render assistance, support, work toward
Negative constructions that ameliorate a situation: avert, estop, deflect, deter, discourage, fend off, hold at bay, keep from, prevent, stave off, turn aside, ward off
HTML opt-out line
The last line of any email must give the recipient the right to change subscription preferences, the exception being internal communications. For example:
To unsubscribe or change your subscription preferences, click here.
The link should take the email recipient to the Email Subscription Management website.
The line is not used on internal emails sent to Lincoln employees (intranet).
Indices and benchmarks
Include a comma for all index amounts greater than 999.
Cite full name and definition upon first use. Refer to “Securities’ Index Definitions and Associated Disclosure” for a complete list. Proximity issues may apply if investment performance is also shown.
See “Outside Vendor Branding” for use of Russell and S&P 500 Indices.
Include the following: Indices are unmanaged and unavailable for direct investment.
Past performance does not indicate future results.
Jargon/ technical terms
Avoid their use in favor of client-friendly terms unless absolutely necessary and clearly defined. In advisor material, technical terms and common abbreviations (EPS, P/E) are acceptable; client terms are always preferred.
Job identification
Place the last seven digits of the LFD Compliance number at the lower left-hand corner of covers for all products except Group Protection. On Group Protection products substitute the order code only.
LFD Compliance number Lincoln Financial Advisors Corp. Compliance number exclusive of other numbers Performance month/year in brackets (if used) Printer identification Publication date “Z” number Order code: product line-topic flex field with firm code (if present) and/or state code (if present)-component code
Firm approval number (if present) LCN1201-0000000 CRN201001-0000000 [12/10] RP 1/12 Z01 Order code: CP-XXXXX-BRC001
<no more than 7 characters before the second hyphen, excluding hyphen> <no more than 15 characters overall, including hyphens>
12-0001
To determine the Campaign code, enter the Order code in the search field in FLO.
Legal approval Amendments, ordinances, resolutions and rules are approved; bills are passed; and laws are enacted.
like vs. as ―Like‖ is a preposition that compares nouns and pronouns.
―As‖ is a conjunction that introduces clauses and is transitive in nature.
For LFG internal use only. Page 12 of 38
Lincoln story
<look for this
to change>
(back cover use)
HELPING PEOPLE FACE THE FUTURE WITH CONFIDENCE
At Lincoln Financial Group, we’ve spent more than 100 years living up to the character of our namesake: integrity, honesty, and the belief in a better tomorrow. We provide advice and solutions to help people save for tomorrow, secure and maximize their income, protect themselves and their loved ones, and prepare for the unexpected. (text use) At Lincoln Financial Group, we have a 100-year heritage of helping people find innovative and responsive solutions to their financial challenges — with the same honesty, integrity, and responsibility that you’d expect from our namesake.
Linebreaks Do not break form of address and person’s name, month and day, ―Form‖ and its code, URLs, telephone numbers, or email addresses.
When breaking titles or heads/sideheads keep prepositional phrases together, break at punctuation, or after nouns.
Keep names and phrases logically grouped whenever possible.
Compounds separated by a slash may be broken after the slash.
Web considerations (be careful with what you want to break or not break): Strip out all unintended linebreaks when preparing copy for the Web.
Use nonbreaking spaces between words, and in telephone numbers and short formulas that must be kept on the same line.
Use nonbreaking ―hard‖ hyphens in telephone numbers.
Lines of business
LINCOLN FOR INVESTMENT SOLUTIONS annuity products — Retire with lifetime income
LINCOLN FOR LIFE SOLUTIONS life insurance products — Protect myself and my loved ones
LINCOLN FOR RETIREMENT PLAN SERVICES Retirement Plan Services products — Save for my retirement
LINCOLN FOR GROUP BENEFITS Group Protection products — Prepare for the unexpected
Mathematic formulas
Insert space around operands + – × / ÷ = ≠ ≈.
Distinguish between the letter ―x‖ and the multiplication sign ―×‖.
Use a true negative sign (en dash) wherever possible. I n t y p e w r i t e r c o n d e n s e d u s e
a h y p h e n - 3 . 1 4 2 .
No space around polarity signs, functions, exponents, subscripts, or nested delimiters –365 ab a
b ab {[({[( )]})]}.
Avoid giving double negative instructions. (Subtract the following fee waiver of –0.125 from fund expenses.) In effect, you would have made the expenses larger by subtracting a negative number.
For LFG internal use only. Page 13 of 38
Never follow ―e.g.,‖ or ―such as‖ with ―etc.‖ or ―among others‖
make promissory statements (always differentiate from product guarantees)
make unwarranted or unsubstantiated value judgments
mix English grammar gender and number attributes with Romance language phrases. (alumnus and alumni are male, singular and plural; alumna and alumnae are female, singular and plural; alumni is plural for both genders)
refer to ―customers,‖ The proper term is ―clients.‖
refer to a ―late‖ person’s actions while they were alive (impossibility)
refer to things (too vague)
refer to time as ―daylight saving‖ or ―standard‖ times (confusing, only correct part of the year)
use ―afterwards‖ or ―towards‖ (no ―s‖)
use breadcrumb symbols (no ―>‖) see e-terms
use ―board of directors’ meeting‖ (no apostrophe)
use competitors’ marketing material without their express written permission
use ―complete‖ information (substitute ―additional, further, or more‖)
use ―contributions‖ (no ―s‖ when referring to an individual)
use ―efforts‖ (no ―s‖ when referring to an individual)
use ―financial planning‖ (only Lincoln Financial Advisors, Inc. and Merrill Lynch have this capacity, substitute financial strategy)
use “free” (lunch and learn seminars are ultimately paid for through advertising fees)
use ―future planning‖ (redundant)
use ―insights‖ (no ―s‖)
use ―irregardless‖
use ―LFG‖ (spell out Lincoln Financial Group)
use ―materials‖ (no ―s‖)
use the passive voice to give instructions
use ―please‖ repeatedly (once per page suffices)
use ―Please RSVP‖ (redundant), ―RSVP to‖ (don’t mix English and French), or ―RSVP — Regrets only‖ (use one or the other)
use ―reoccur‖ (recur, recurred, recurring)
use ―regardless of whether or not‖ (―whether,‖ ―regardless of,‖ and ―whether or not‖ are independently permissible and reflect different levels of intensity)
use ―special‖ (unwarranted puffery, specifically prohibited by the state of Pennsylvania)
use ―table shave program‖ (substitute ―table reduction program‖)
use ―testimonials‖ that apply to individual insurance companies when speaking of Lincoln Financial Group
use “tax-favored” (substitute tax-deferred, tax-advantaged, or tax-smart)
use ―unified product portfolio‖
use ―upwards‖ (no ―s‖)
use fatal, scary, or threatening language (dead, wealth destroyers, destitute, disinherit)
For LFG internal use only. Page 14 of 38
Numbers Spell out cardinal (counting) numbers one through nine. Use figures for greater integers (10, 64, 1,264).
Spell out ordinal (position) numbers first through ninth. Use figures for greater integers and do not superscript the ordinal suffix (10th, 64th, 1,264th).
It is acceptable to use figures in headlines and bullet points for impact.
Avoid beginning a sentence with figures unless it is done for special effect.
Performance numbers, indices, and people’s ages are not spelled out.
In tables or where space is at a premium, use figures to show time spans (1/1/00 – 12/31/00).
Maintain consistency, parallel construction, and flexibility (one in five, seven in 10).
Note the difference between N/A (value not applicable or not available) and the use of an em dash (represents zero or value does not exist).
Ownership bondholder (bonds)
business owner
certificateholder (group contracts)
contractowner (annuities)
policyowner (insurance)
shareholder (mutual funds or stocks)
small-business owner
stockholder (stocks)
Percentages Use the % sign in tables and text.
If space is at a premium in table columns, use the % sign in the first row of data only.
Use the word ―percentage‖ if no number precedes it (frequently used as a chart axis label).
Performance 1-, 5-, and the more recent of 10-year or since inception performance must include the following disclosure: Past performance does not indicate future results.
Political titles Senator Benjamin Cardin (D-MD), Congressman Jon Runyan (R-NJ), Governor Chris Christie (R-NJ)
PowerPoint presentations
Treat the first and last slides the same as you would the front and back covers of a printed brochure.
The full LFD Compliance number must appear on the lower right corner of all slides. Exception for the first slide of client-approved, state-reviewed Lincoln MoneyGuard solutions presentations: Only the last seven digits appear in the lower left-hand corner.
The distribution restriction (if present) should appear in bold at the bottom of every slide.
The last disclosure slide must show the copyright, Visit LincolnFinancial.com, affiliates language, release date, ―Z‖ number, and order code.
Printer’s measurements
point — 12 points to a pica, 72 points to an inch Measure typesize (this type is 10pt.) and vertical leading (baseline to baseline) within a page
pica — 6 picas to an inch Measure line length (the rules are 44pi.) and graphic element sizes within a page (back cover logo is 4pi. x 6pi.). Fractional parts of a pica are normally expressed as points and picas, never decimals (4pi. 9pt. is the same as 4¾pi.)
em space — approximately three times a normal space and based on the size of the capital letter ―M‖ for a given typesize
en space — one-half an em space or 1½ times a normal space for a given typesize
thin space — approximately half a normal wordspace for a given typesize
inches — measure the overall width and height of ad and page dimensions (4¼″ x 5½″)
For LFG internal use only. Page 15 of 38
Punctuation Colon — Use to Introduce lists, tabulations, or texts Show emphasis (He had one goal: justice.)
If a complete sentence follows a colon, capitalize the first letter of that sentence. Never follow a colon with another colon (no nested colons).
Comma — Use to Link independent clauses (each has its own subject and predicate). Enclose nonrestrictive clauses, phrases, and parenthetical elements. Separate the day from the year in dates (do not use if only month and year). Separate the elements of a series.
The serial (terminal) comma may be omitted before the concluding conjunction of a simple series. Use the serial comma if the series is composed of phrases or if any one element of the series contains a conjunction or verbal forms.
Conclude introductory words (exception many adverbs), clauses and phrases of a sentence. Designate placeholders in numbers ($1,000, a DJIA of 10,956).
No commas around Jr. or Sr. Commas go inside quotes. Do not use a comma to introduce indirect quotes.
Ellipsis — Use when something is either missing… …or concluded in another location.
No extra space before or after if used within a sentence.
Em dash Ctrl + Alt + number keypad hyphen — Use a long dash with thin spaces to: Show an abrupt change of thought — as is done here. Set off a series within a phrase.
Avoid following an em dash with the words ―and‖ or ―but.‖
A v o i d e m d a s h i n t y p e w r i t e r c o n d e n s e d t y p e f a c e – a h y p h e n w i t h
n o r m a l s p a c e o n b o t h s i d e s i f y o u m u s t .
En dash Ctrl + number keypad hyphen — Use a short dash with thin spaces to show a range in values.
D o n o t u s e e n d a s h i n t y p e w r i t e r c o n d e n s e d t y p e f a c e - s h o w r a n g e
b y s u b s t i t u t i n g w o r d s ( f r o m 8 : 0 0 a . m . t o 9 : 0 0 a . m . o r
f r o m 5 % t o 1 0 % ) .
Exclamation point — Use to convey extreme emotion; use sparingly.
For LFG internal use only. Page 16 of 38
Punctuation, cont’d.
Hyphenation — Use to avoid ambiguity in compound modifiers. Do not hyphenate unless compound modifier precedes the noun it modifies. Adverbs ending in ―ly‖ are not hyphenated. Consult a dictionary.
Close up these prefixes (unless followed by a capital letter) or suffixes: after, bi, counter, de, dis, down, ex (out of), extra (outside of), fold (except digits), fore (except nautical), hydro, hyper, like, mid, multi, non, on, over, pan (all), pre (unless followed by an ―e‖), semi, sub, super, supra, and under.
Hyphenate these prefixes or suffixes: co- (occupation or status), -elect, ex- (the former), extra- (beyond the usual), first- (adj.), full-, great-, -in, odd-, Pan- (with a proper name), pro- (coined words to denote support), self-.
Hyphenate double prefixes: sub-subcategory
after-tax aftereffect afterthought after-hours (adj.) all-star auto-rebalancing backup (adj. or n.) back up (v.) best in class (n.) best-in-class (adj.) blue-chip (adj.) bottom line (n). bottom-line (adj.) buy-sell agreement checkwriting (adj.) child care (n.) child-care (adj.) claims-paying ability closed-end cooperate coordinate copay cover up (v.) cover-up (n. or adj.) day care (n.) day-care (adj.) dollar cost averaging drop-down menu (adj.) dropdown (n.) dropout (n.) drop out (v.) due diligence (n. or adj.)
elder care (n.) elder-care (adj.) exchange-traded funds
(ETFs) far-reaching first class (n.) fixed income follow-up (adj. or n.) follow up (v.) hardworking healthcare high net worth high-yield (adj.) high-yielding, noninvestment
grade in-depth (adj.) in-force (policy not lapsed,
all uses) in-house in-person (adj.) in-service, non-hardship
withdrawal investment grade large-cap (adj.) life cycle lifestyle lineup (adj. or n.) line up (v.) lock in (v.) login (n.) log in (v.) long-term (adj.)
long term (n.) makeup (n. or adj.) make up (v.) money back guarantee nondiscriminatory testing nonworking spouse non-cigarette tobacco-
smoking clients non-medical group
insurance non-natural owner non-rebalanced online ongoing open-end part time (adv.) part-time (adj.) pop-up (adj. or n.) postcard post-retirement predisability preexist pre-refunded preretirement pretax pre-underwriting price-to-earnings reelection reenact reenter reevaluation reproposal
rollover (adj. or n.) roll over (v.) self- (always hyphenate) selloff (adj. or n.) sell off (v.) semiprivate (adj.) small-cap (adj.) small-business owner smid-cap split dollar financing standalone (adj. or n.) state-of-the-art step-up (adj. or n.) step up (v.) tax-deductible, tax-deferred,
tax-exempt, tax-free (adj.) third party (adj.) third party administrator
(TPA) time frame toll-free (adj.) upfront (adj. or adv.) value-added (adj.)
especially used by Group Protection to describe enhancing qualities of their products, differentiate from Lincoln Value Add (product neutral)
white paper wholly owned subsidiary worksite
For LFG internal use only. Page 17 of 38
Punctuation, cont’d.
Parenthesis — Period goes outside closed parenthesis (when not a sentence). (The period goes inside if it’s a sentence in its own right.)
Periods — Do not use at the end of single, standalone sentences of display type.
Quotation marks — Periods and commas precede closing quotes. Colons, dashes, and semicolons generally follow closing quotes. Placement of question marks and exclamation points depend upon meaning. Single quotes are only permissible in heads, subheads, callouts, charts, and captions. Do not use ―air‖ quotes if a term’s meaning is generally known. (Techies will know this!) Quote unfamiliar terms upon introduction to the reader on first use only. Italicize, do not quote, the introduction of a key technical term if its definition immediately
follows in the same sentence. (A good indicator is standard deviation, the measure of historical variance from expected returns.)
Always use typographical (smart) quotes. Indirect questions and quotes, and paraphrased quotes do not take quotation marks. Unspoken discourse may be treated as if spoken (She wondered, ―What will tomorrow bring?‖)
Semicolons — Use to Join two independent thoughts not otherwise joined by a comma and a conjunction. Show a higher level of separation for elements in a sentence that already employs commas.
Always use the serial semicolon.
Ranges Use the combination ―from‖ and ―to‖ if space permits, otherwise omit both prepositions and insert an en dash.
In tables or where space is limited, use an en dash. Ctrl + number keypad hyphen
Narrative (text)
from $12 million to $14 million
greater than $5 billion
ages 59½ to 72, age 65 and older between 10% and 12%
Display (tables)
$12 million – $14 million or $12M – $14M
>$5 billion or >$5B
ages: 59½ – 72 age: ≥65 10% – 12%
Ratio Use figures and hyphens. The ratio was 3-to-1, a 3 – 1 ratio (―to‖ is not used when the word ―ratio‖ follows the numbers).
Run-in heads Run-in heads may be shown in this manner. An excellent use of space.
Run-in heads using a line break Display them this way if space permits.
Run-in heads using an em dash — This lead-in method can be visually confusing — especially where line breaks are concerned. Use as a last resort.
For LFG internal use only. Page 18 of 38
Sales rankings
Accompany by data source and Generic disclosure.
Lincoln National Corporation: #88 on the Barron’s 500 list by sales growth and cash flow returns on investments for 2010 (May 7, 2011)
#235 on the Fortune 500 list by revenue for 2010 (May 23, 2011), #26 by assets
$160 billion in total account values as of December 31, 2011*
*Lincoln National Corporation, Form 10-K (Annual Report), filed February 23, 2012, for the period ending
December 31, 2011.
The Lincoln National Life Insurance Company and Lincoln Life & Annuity Company of New York:
#1 in total life insurance sales, LIMRA 4Q 2011* #3 in total life insurance sales, LIMRA 4Q 2011 among all life insurance-issuing companies #1 in universal life insurance sales, LIMRA 4Q 2011 #1 in guaranteed universal life sales, LIMRA 4Q 2011 #1 in survivorship universal life sales, LIMRA 4Q 2011 #5 in variable universal life insurance sales, LIMRA 4Q 2011
*Ranking based on annualized premium among stock-held companies.
<On UL- and VUL-specific material, only present numerical ranking if #1 or #2, otherwise use “a top provider.”>
More than 70,000 Lincoln MoneyGuard® policies in-force.
#6 in total annuity sales, LIMRA 3Q 2011 #5 in variable annuity sales, LIMRA 3Q 2011 #6 in fixed annuity sales, LIMRA 3Q 2011
Lincoln Retirement Plan Services: $40.3 billion in retirement plan assets and more than 29,000 plan sponsors serving 1.4 million plan participants
#7 in the 403(b) overall market ($21.3B AUM, 3.0% market share)* #4 in the 403(b) hospital/healthcare segment ($13.9B AUM, 11.1% market share)* #6 in the 403(b) higher education segment ($1.7B AUM, 0.5% market share)* #8 in the 403(b) K–12 segment ($3.4B AUM, 3.4% market share)* #10 in the small-case 401(k) market by assets, 1Q 2011†
*LIMRA 3Q 2011, Not-for-Profit Survey Results.
†LIMRA 2010, 401k Annual Scorecard, plans with 100 or fewer participants.
#5 in group disability, new contracts #11 in group life, new contracts Among to top 10 in year-to-date, employee-paid group benefits sales
Lincoln distribution franchise*: 8,045 LFN advisors 568 LFD wholesalers 311 Retirement Plan Solutions worksite consultants 148 Group Protection wholesalers
*Lincoln National Corporation, Form 8-K (Current Report), Exhibit 99.1, filed November 15, 2011, for the period ending November 9, 2011.
Singular or plural
A corporate entity whose name ends in ―s‖ is always considered to be singular. (The Centers for Disease Control has found...)
alumni (p., do not use ―alum‖ or ―alums‖)
business’s liability (s. possessive)
business’ savings (s. possessive, word following begins with ―s‖)
businesses’ (p. possessive)
criterion (s.), criteria (p.)
datum (s.), data (p.)
index (s.), indices (p.)
insight (do not use in the plural)
Lincoln Elite Series of Funds (s.)
management team (s.)
marketing material (do not use in the plural)
medium (s.), media (p.)
nonqualified benefits, but nonqualified benefit plans
For LFG internal use only. Page 19 of 38
Sourcing
<reflects
MLA style>
The author, in many instances, will be an organization or governmental agency; not necessarily an individual.
Do not repeat elements once they are given (See ―Websites‖ below, U.S. Census Bureau is not repeated as the sponsoring organization or the title of the site.
Elements may be omitted if repetitive or not discernible.
Compile each reference by presenting the author responsible for content, the title of the identifiable item, the larger identifiable context, distinguishing characteristics, and the date.
Books Author, Title of Book, Edition, City of Publication: Publisher, year, page numbers. 1Peter Castro and Michael E. Huber, Marine Biology, 4th ed., Boston: McGraw-Hill, 2003, 10 – 12.
Broadcasts ―Title of Episode or Segment,‖ Title of Program or Series, Credited Individual and their role, Name of Network or Station Call Letters, broadcast date. 1‖State of the Union: The First Couples,‖ Sunday Morning, Martha Teichner reporting, CBS News, June 27, 2010.
Brochures, pamphlets, and press releases
Author, Title of Item, City of Release: Organization, date, medium. 1TPA Relationship Management Unit Expanding Workshop Program into 2011, Philadelphia: Lincoln Financial Group,
September 24, 2010, press release.
Journals Author, ―Title of Article,‖ Title of Journal and volume number (year): page numbers. 1William D. Davis, ―Using Sensor Signals to Analyze Fires," Fire Technology 39 (2003): 295 – 308.
Laws Title, Citation. 1IRS Tax Code, TITLE 26, Subtitle F, CHAPTER 61, Subchapter A, PART I, Sec. 6001.
Magazine articles Author, ―Title of Article,‖ Title of Magazine and date of publication: page numbers. 1Richard Talcott, ―Great Comets,‖ Astronomy May 2004: 36 – 41.
Newspaper articles
Author, ―Title of Article,‖ Name of Column, Name of Newspaper, date. 1Gretchen Morgenson, ―Applying a Discount to Good Earnings News,‖ Market Watch, New York Times, April 23, 2000.
Recordings Credited Author, ―Title of Musical Composition or Performance,‖ Title of Media, type of media, release date. 1Prudential Life Insurance, ―Retirement Savings,‖ Annuity with HD Lifetime 6 Plus, Webinar, March 16, 2010.
Reference books Author, ―Title of Article,‖ Title of Book, year, page numbers. 1Leonard H. Lesko, "Pyramids," The World Book Encyclopedia, 2001, 10 – 12.
Tweets Author, user name, ―The tweet in its entirety.‖ date, time (UTC format), tweet. 1Oprah Winfrey, @Oprah, ―Live Your Best Life.‖ April 17, 2009, 14:11:03, tweet.
Websites (present at least one level beyond the home page; do not drop http://, https://, or www. prefix)
Author, ―Title of Web page,‖ Table Title, Title of the Site, Editor, date and/or version number, Name of Sponsoring Organization, URL, publication date or accessed date. 1Economic Indicators Chart, ―Durable Goods New Orders 2009 – 2010,‖ U.S. Census Bureau, www.census.gov/cgi-bin, July 28, 2010.
Spacing Always use one space between sentences (includes manuscript preparation).
For LFG internal use only. Page 20 of 38
Spelling and word choice
(includes principal parts for some verbs, i.e., infinitive, past tense, past participle, and present participle) acknowledgment adverse (contrary) averse (avoidance) advisor (fiduciary) affect (to influence, v.) a historical (modifier) assure (to put a person at ease) backward (adj.) backwards (adv.) because (cause and effect) blue-chip stocks broker/dealer capital (money or location of gov’t.) capitol (building) character (moral qualities) compared to (similarities) compared with (differences) complementary (completes) complimentary (no cost, ego building) compose (to create or assemble, active
or passive voice, the parts compose the whole or the whole is composed of the parts)
comprise (to contain, active voice only, the whole comprises all the parts)
constitute (to make up, active voice if the other two choices don’t work, the parts constitute the whole)
connote (implicit) continual (recurring or periodically
interrupted) continuous (physically uninterrupted) denote (explicit)
earnings per share effect (result, n.) elder care (two words all uses) enforce (to execute the law) ensure (to guarantee a result) equal (identical value) equitable (just and impartial) farther (physical distance) fewer (countable) figuratively (in an analogous sense) flier (two-sided marketing literature) flyer (high speed conveyance) fluorescent forego (include the ―e‖) Fort Wayne (never abbreviate Fort) further (extent of time or degree) glide path (two words) guarantee issue (Group Protection,
no ―d‖) guaranteed issue (universal life) HIPAA (Health Insurance Portability
and Accountability Act of 1996) historic (outstanding, noteworthy event) historical data (past occurrences) hors d’oeuvre(s) include (intro to a partial list) in-force (not lapsed, all uses) insure (financial guarantee) investable involving IRA rollover judgment kindergarten
lay, laid, laid, laying (transitive, verb acts on something, placement)
lie, lay, lain, lying (intransitive, reclining horizontally)
lie, lied, lying, lying (falsehood) less than (quantitative) literally (in an exact sense) monthiversary (monthly recurrence) precede (to come before) principal (officer or money) principle (doctrine) proceed (to move after an interruption) pro forma, pro rata recession (lessening economic activity) recordkeeper (401(k) plan occupation) recordkeeping (the activity) reputation (how others see us) rescission (to annul) risk/reward Rollover IRA separately since (time sequence) stationary (fixed in place) stationery (writing implements) Treasurys (U.S. Treasury-issued debt
instruments) U.S. (with periods) v. (litigants in a court case) vs. (versus) wirehouse ZIP code
State specific State-specific material should be designated on the front cover, in the disclosure, and in the order code.
Query the material for references to extraneous states and resolve any ―if available in your state‖ issues.
New York material should never reference any other state.
Statistics Mean — the arithmetic average (1 + 2 + 3 + 4 + 4 + 5 + 6)/7 = 3.57
Median — the middle-occurring value in an ordered series (1, 2, 3, 4, 4, 5, 6) ≈ 4
Mode — the most frequently occurring value (1, 2, 3, 4, 4, 5, 6) ≈ 4
Range — the difference between the largest and smallest value (1, 2, 3, 4, 4, 5, 6) = 6 – 1 = 5
N = number of population in a survey n = number of sample from the total
Only use figures to report survey results (1 in 5). Avoid beginning a sentence with figures.
Subjunctive mood
Use to convey wishes or regrets that may be contrary to fact. (If I were the FED chairman, I would increase the money supply.)
Telephone numbers
800-123-4567, option 2, ext. 891 (no prefix ―1,‖ use hyphen after the area code and exchange on ―new brand‖ material and all e-communications, spell out ―option,‖ and abbreviate ―extension‖)
Never break the seven digit number or the extension; breaks are permissible after the commas.
Use cellphone (mobile phone is obsolete).
For LFG internal use only. Page 21 of 38
that vs. which Use ―that‖ to introduce essential restrictive clauses, important to meaning, and without a comma preceding. (I remember the day that we met.)
Use ―, which‖ preceded by a comma to introduce nonessential, nonrestrictive clauses that expand meaning but don’t limit the field. If you can drop the phrase without losing meaning, use ―, which‖; otherwise use ―that.‖
Avoid repeated use of ―that‖ in one sentence; once a thought has been restricted, its meaning may be expanded through a ―which‖ phrase.
Time Narrative: from 9:30 a.m. to 4:00 p.m. (spell out time zone if necessary)
Display: 9:30 a.m. – 4:00 p.m. Eastern Time, Central Time, Mountain Time, or Pacific Time or ET, CT, MT, or PT (if space is at a premium)
T y p e w r i t e r c o n d e n s e d t y p e f a c e : f r o m 8 : 0 0 a . m . t o 9 : 0 0 a . m .
Never designate standard or daylight saving time for any event.
In sentence form, only capitalize the region if the word ―zone‖ is used (Eastern time zone)
Use 12:00 p.m. for noon and 12:00 a.m. for midnight.
Avoid redundancies such as 10:00 a.m. in the morning.
Use an apostrophe to express years of experience (15 years’ experience).
Titles Italicize — aircraft (B-29 Enola Gay), albums (CDs), artwork, books, broadcast programs or series, conferences, legal proceedings (Marbury v. Madison), long poems, movies, musicals, operas, periodicals, plays, ships (RMS Queen Mary), and formal studies.
―Quote‖ — acts and movements within performances, articles, broadcast episodes, brochures, chapters, essays, fliers, entertainment software, exhibits, manuscripts, poems, presentations, short stories, speeches, songs, and surveys. (Do not use quotes around titles in catalog display type, but use quotes around titles of material in the narrative.)
Title case and not quoted — advertising campaigns, form titles, utilitarian software, and computer operating systems (You Can Fly campaign, Word, PowerPoint, Internet Explorer, Windows)
Website names used in text should appear as they do on their home page (often located in the upper left-hand corner).
For LFG internal use only. Page 22 of 38
Trademarks Must modify when used in text.
Must be distinguished from surrounding text (normally Lincoln style is italic and American Legacy style is bold. Use Lincoln style if co-branded).
Never interrupt with punctuation, use in the possessive case, or plural form.
Never use the exact word combination of a trademark in the generic sense.
Never stylize ©, ®,
SM, or
TM.
For details go to Inside.LFG.com.
Products Brand first appearance on each page (unless otherwise stated), repeat in disclosure, and in readily transferable tables.)Group Fixed Annuity Individual Fixed Annuity Lincoln Advantage FlexTermSM life insurance (Texas only) Lincoln Alliance® program Lincoln American Legacy Retirement® group variable annuity
(always brand) Lincoln AssetEdge® Exec VUL Lincoln AssetEdge® VUL Lincoln ChoicePlus IISM variable annuity (always brand) Lincoln ChoicePlusSM Advantage fixed annuity (always brand) Lincoln ChoicePlus AssuranceSM variable annuity (always
brand) Lincoln ChoicePlusSM Design (always brand) Lincoln ChoicePlusFixedSM annuity (always brand) Lincoln ChoicePlusSM Fusion Lincoln ChoicePlus RolloverSM variable annuity (always brand) Lincoln ChoicePlusSM Signature (always brand) Lincoln ChoicePlusSM variable annuity (always brand) Lincoln ClassicSM fixed annuity (always brand) Lincoln ClassicSM 5 or 7 fixed annuity (always brand) Lincoln ClassicSM Flex fixed annuity (always brand) Lincoln ClassicSolutionSM Fixed Annuity (an AON product)
(always brand) Lincoln Clear PointSM fixed indexed annuity (always brand) Lincoln Corporate Commitment® BOLI Lincoln Corporate Commitment® Private Placement BOLI Lincoln Corporate Commitment® Private Placement COLI Lincoln Corporate Commitment® UL (LCC UL) Lincoln Corporate Commitment® VUL (LCC VUL) Lincoln Corporate Variable 5 Lincoln DentalConnect® plans Lincoln DirectorSM group variable annuity or product (always
brand) Lincoln DurationGuarantee® UL Lincoln Employee ValueSM UL Lincoln Ensemble® Accumulator VUL Lincoln Future Point® fixed indexed annuity (always brand) Lincoln GCOL (whole life) Lincoln Group Variable Annuity Lincoln GrowSmartSM fixed annuity (always brand) Lincoln Income iRASM Account (always brand, fixed annuity) Lincoln Insured IncomeSM Immediate Annuity — fixed single
premium immediate annuity (SPIA) Lincoln InReach® UL Lincoln InvestmentSolutionsSM variable annuity
(always brand) Lincoln LifeCurrent® UL Lincoln LifeElements® UL
Lincoln LifeElements® Level Term 10, 15, 20, or 30 Lincoln LifeElements® One-Year Term Lincoln LifeGuarantee® Plus UL Lincoln LifeGuarantee® UL or SUL Lincoln LifeReserve® Exec UL Lincoln LifeReserve® Indexed UL Accumulator, formerly
known as Indexed UL (2011) Lincoln LifeReserve® Indexed UL Protector, formerly known
as Indexed UL (2009) Lincoln LifeReserve® UL Lincoln LifeStratos® Level Term Lincoln Long-Term CareSM Fixed Annuity (always brand) Lincoln MoneyGuard® Reserve Lincoln MoneyGuard® Reserve Plus Lincoln MoneyGuard® products
(when referring to both products) MoneyGuard (when not referring to the product,
Lincoln MoneyGuard solutions) Lincoln MYGuaranteeSM fixed annuity (use in its entirety,
never have the word ―solutions‖ in proximity, always brand)
Lincoln MYGuaranteeSM Plus Lincoln New Directions® fixed indexed annuity (always
brand and must modify) Lincoln Next StepSM IRA Lincoln OptiChoiceSM fixed indexed annuity (always brand) Lincoln OptiPoint® fixed indexed annuity (always brand) Lincoln PreservationEdge® SVUL Lincoln ProElementsSM platform Lincoln SelectSM fixed annuity (always brand) Lincoln Smart Course® fixed annuity (always brand) Lincoln SmartFuture® program Lincoln SmartGrowSM fixed annuity (always brand) Lincoln SmartIncome® Inflation Annuity (always brand) Lincoln SVULONE Lincoln TermGuaranteeSM UL Lincoln VULONE Lincoln VULCV-IV Lincoln VULDB-IV Multi-Fund® 5 (always brand) Multi-Fund® Group variable annuity (always brand) Multi-Fund® Individual variable annuity (always brand) Multi-Fund® Select variable annuity (always brand) Multi-Fund® variable annuity (always brand) MultiLife Business Solutions (Lincoln Executive Benefits
products) PresidentialSM Protected Profile Funds
(always brand, do not precede with ―Lincoln‖)
For LFG internal use only. Page 23 of 38
Trademarks, cont’d.
Concepts, services, and titles Normally brand wherever entire name appears. 3rd Thursdays 4LATER® Advantage (usage as for i4LIFE) advancedSales eAlert (avoid beginning sentence) A smarter alternative to self-insuring® Chief Life Officer
SM
Designed For You Exec-U-Care® benefit program Exec-U-Care Concierge® services Fixed Annuity news you can use Foundation® investment services futureself® i4LIFE® Advantage, an Income4Life® innovation
Use entire term on first use Do not say ―guarantee income for life‖ Do say ―guaranteed lifetime income‖ Whenever i4LIFE
® Advantage modifies show branding, otherwise just use i4LIFE as a noun.
Income PositioningSM System (abbreviate as iPS) Inside Lincoln Financial newsletter i-TeamSM (brand first appearance only) Leaders Club Leadership Preparation Program LEAD program (Leadership Excellence and Development)
L1 – Foundation Leadership L2 – Management Leadership L3 – Executive Leadership
LFD Q&A. Going Forward. video series Life insurance for living® (if used with MoneyGuard® Reserve,
show a register mark instead) LifeSpan® learning program
Always brand No need to modify if brand is used alone The provider of LifeSpan services is a retirement counselor
Lincoln 403(b)e SURESM Advantage Lincoln CareCompassSM services (first use per page) Lincoln DesignItSM Platform Lincoln e-Marketing Center Lincoln Elite Series of Funds Lincoln Financial Field® Lincoln Financial Group® Fiduciary Services Guarantee Lincoln FundFilter® Advantage Lincoln IncomeConnectSM feature Lincoln InStep® Participant Retirement Program Lincoln InvestmentSolutionsSM variable annuity LINCOLN LIFE® Lincoln life insurance Policy Review (afterward ―Policy Review‖) Lincoln LifeLINC
® Advantage Lincoln LifeLINC® program Lincoln LifeOption® Advantage Lincoln Lifetime IncomeSM Advantage 2.0 Lincoln Lifetime IncomeSM Edge Lincoln Living IncomeSM Advantage (only requires one use of
entire term with service mark) Lincoln Long Life® Survey Lincoln Long-Term CareSM Advantage Lincoln MoneyGuard® Reserve Streamlined Underwriting (after
first use, does not need to be preceded by Lincoln MoneyGuard® Reserve)
Lincoln ProComp7 (compensation program) Lincoln Profile Funds Lincoln Q&E® Lincoln Q&E Plus® Lincoln Referrals on Purpose® process or program
(always brand) Lincoln RetirementSM Institute Lincoln Retirement Power® research series (do not use ―score,
10X or 10-Timers‖) [Lincoln Signature] ALincoln® Lincoln SmartSecurity® Advantage (also an Income4Life®
innovation. See i4LIFE® Advantage above) Lincoln Small Business (replaces Lincoln SmartSelections
program, do not show service mark) Lincoln TELE-APP program Lincoln Thought Leadership webcast Lincoln Unifier® service
InfoShare service CommonRemitter service Monitor4Me service
Lincoln Value Add (refers to product-neutral material) LincSTAR® Live for today with security for tomorrow® MaxRewards® program (first use per page, subsequently
MaxRewards) Next Level SolutionSM Policy Review Powered by Research® Power of Zero PREMIER PARTNERS® program
Brand first appearance only Do not italicize unless preceded or followed by another word in all caps (MGA PREMIER PARTNERS) Capitalize every use of ―Partners‖ Do not show a bank box, Visit LFD.com or Visit LincolnFinancial.com
ReNew Retirement SecureLine® services (interest bearing checking account) SmileRewardsSM program (first use per page, subsequently
SmileRewards) STEPS 2 EnrollSM (first use per page,
subsequently STEPS 2 Enroll) The Lincoln LifeComp® Suite (first text branding is sufficient)
LifeComp® DollarFlex LifeComp® DuoFlex LifeComp® ExecBonus LifeComp
® FlexKey LifeComp® Private Estate Solutions LifeComp® Private Value Access
thinkLincoln Unfair Advantage WE SIMPLY MAKE LIFE BETTER® Windshield Wisdom
Your Future
For LFG internal use only. Page 24 of 38
Trademarks, cont’d.
Company names ―The‖ only appears before ―The Lincoln National Life Insurance Company.‖ Lincoln Executive Benefits Lincoln Financial® (first appearance per page) Lincoln Financial Advisors® (first appearance per page) Lincoln Financial Distributors® (first appearance per page) Lincoln Financial Group® (text use, first appearance per page) Lincoln Financial GroupSM (new ―full-head‖ vertical and
horizontal logos) Lincoln Financial NetworkSM (first appearance per page) Lincoln Financial Plan Document Services Group Lincoln Financial Securities Corporation (founded 1969) Lincoln Group Protection Lincoln Ibbotson Insight Series Lincoln Insurance Solutions (combined UL and VUL) Lincoln Integrated Solutions (combined CPA and VUL)
Lincoln Investment Advisors Corporation (advisors to the managed portfolio section of Retirement Plan Services)
Lincoln Life & Annuity Company of New York, Syracuse, NY (LFG affiliate since June 6, 1996)
Lincoln Literature Fulfillment Center Lincoln Momentum
M Funds M Financial Group M Member Firms
Lincoln Retirement Solutions (group products) Lincoln Rollover Consulting (the registered reps of Lincoln
Financial Advisors, do not reference LFD.com) Sagemark ConsultingSM The Lincoln National Life Insurance Company, Fort Wayne, IN
(founded June 12, 1905)
Outside vendor branding Clearly identify independent, outside companies who service LFG products as being ―Not an affiliate of Lincoln Financial Group.‖ For Group Protection material use ―Not a Lincoln Financial Group
® company.‖ (See below)
401khelpcenter.com BeneficiaryConnectSM services (Bensinger, DuPont and
Associates) benefitsCONNECT® services (Transcend Technologies Group,
Inc., bold on first use) benefitsCONNECT® services (subsequent use not bold) CBS Sports Desk CFP® (always brand) Contrafund® CRPC® Delaware International Advisers Ltd. (DIAL) Delaware Investment Advisers (DIA) Delaware Investments® (founded 1929) Delaware Investments® Family of Funds (branding first mention
per page, ―The‖ is not part of registered name) Delaware Foundation® Funds or Delaware Foundation Funds® Delaware Group® Adviser Funds, Inc. Delaware Pooled® Trust Delaware Trend® Fund Delaware Value® Fund Delaware VIP® [name] Series
Delaware Management Holdings, Inc. DisruptionAnalysis® report EduBenefit® services (Crenshaw Whitley & Associates, LLC),
(always brand) EmployeeConnectSM services and EAP Plus (Bensinger, DuPont
and Associates) eASE Analytics® eVestment Alliance (eA)® FlexElectSM (MassMutual) Fidelity® (always brand all subaccount names) GeoAccess® report Health AdvocateTM newsletter
Health Cost EstimatorTM i2Live Accumulator, i2Live Annuity, i2Live Drawdown
(British, do not brand) iAvenue Ibbotson Associates (founded 1977) iGO e-App® iGoogleTM financial dashboard (italic ―i‖) LifePlans Provider PathwayTM Managed by Morningstar® Manage It For Me® MaxElectSM (MassMutual) MFS® (always brand in subaccount names) Morningstar® Morningstar® DirectSM Morningstar Investment ProfilesTM fund sheets Morningstar® Principia® Morningstar® Retirement ManagerSM PGA TOUR (all caps) RetireGuard® (MassMutual) S&P 500 Index (do not brand, except in the actual licensing
agreement) Stadion Money Management or Stadion
(formerly 401k Toolbox®) Tax Freedom Day® TravelConnectSM services (FrontierMEDEX) US Open (no periods) Vanguard® (brand in subaccount names, do not brand if they are
a co-advisee) Vanguard ETF® and Vanguard ETFs® Vanguard® Fixed Annuity — Single 5 Wilmington Trust Retirement and Institutional Services Company
(formerly AST, American Stock and Transfer Trust Company; on subsequent use ―Wilmington Trust‖ is sufficient)
Zephyr StyleADVISOR®
For LFG internal use only. Page 25 of 38
Licensing agreements
Ibbotson Associates, Inc. is a registered investment advisor and a wholly owned subsidiary of Morningstar, Inc. Neither Ibbotson nor Morningstar are affiliated with Lincoln Financial Group. The Ibbotson name is a registered mark of Morningstar, Inc.
Stadion investment advice and account management services are provided by Stadion Money Management, LLC. Stadion Money Management, LLC is an independent registered investment advisor for Stadion. Stadion Money Management, LLC is neither an affiliate nor a member of the Lincoln Financial Group.
The Morningstar name and trademarks are used under license from Morningstar Associates, LLC, which is a registered investment advisor and wholly owned subsidiary of Morningstar, Inc. Morningstar is not an affiliate of Lincoln Financial Group.
Vanguard and Vanguard ETFs are trademarks of The Vanguard Group, Inc. The LVIP Vanguard Equity ETF Funds and the LVIP Dimensional/Vanguard Total Bond Fund are not sponsored, endorsed, sold or promoted by The Vanguard Group, Inc. (Vanguard) or its affiliates. Vanguard and its affiliates make no representation, warranty, or condition regarding the advisability of investing in such products; are not responsible for their administration, marketing, or trading; and bear no liability in connection with them.
Wilshire Funds Management is a business unit of Wilshire Associates Incorporated (―Wilshire®‖). Wilshire is not affiliated with Lincoln Financial
Group or its affiliates and Wilshire does not have any discretionary authority or control with respect to purchasing or selling securities or making investments for investors. Wilshire
® is a registered service mark of Wilshire Associates Incorporated, Santa Monica, CA. All other trade names,
trademarks and/or service marks are the property of their respective holders. Wilshire makes no warranties, expressed or implied, as to results to be obtained from the information provided to it, and neither Wilshire nor its affiliates endorse, sell or promote this product or make any recommendations as to the advisability of investing in it.
Because of a licensing agreement with Russell Investments, branding must be displayed for the following Russell indices and variations thereof upon first use on each page. Do not brand when the term modifies “companies,” as in “Russell 1000 companies”: Russell 3000
®, Russell 2000
®, Russell 1000
®, Russell Top 50
®, Russell Top 200
®, Russell Midcap
®, Russell 2500
TM, Russell Small Cap
Completeness®, Russell Microcap
®
S&P 500 licensing agreement must be present as a footnote under the following circumstances: variable annuities or variable universal life insurance, whose subaccount names contain the quoted words below ―Standard & Poor’s
®‖, ―S&P
®‖, ―S&P 500
®‖, ―Standard & Poor’s 500‖, and ―500‖ are trademarks of Standard & Poor’s Financial Services LLC, a
subsidiary of The McGraw-Hill Companies, Inc. and have been licensed for use by Lincoln Variable Insurance Products Trust and its affiliates. The product is not sponsored, endorsed, sold or promoted by Standard & Poor’s and Standard & Poor’s makes no representation regarding the advisability of purchasing the product.
Fixed indexed annuities or indexed universal life insurance, where the product is tied to the S&P 500 Index <National and New York version> ―Standard & Poor’s
®‖ and ―S&P 500
®‖ are trademarks of Standard & Poor’s Financial Services LLC, a subsidiary of The McGraw-Hill
Companies, Inc. and have been licensed for use by The Lincoln National Life Insurance Company and Lincoln Life & Annuity Company of New York. Lincoln’s products are not sponsored, endorsed, sold or promoted by Standard & Poor’s and Standard & Poor’s makes no representation regarding the advisability of purchasing this product.
<New York-specific version> ―Standard & Poor’s
®‖ and ―S&P 500
®‖ are trademarks of Standard & Poor’s Financial Services LLC, a subsidiary of The McGraw-Hill
Companies, Inc. and have been licensed for use by Lincoln Life & Annuity Company of New York. Lincoln’s products are not sponsored, endorsed, sold or promoted by Standard & Poor’s and Standard & Poor’s makes no representation regarding the advisability of purchasing this product.
Value Add material (generic) ―Standard & Poor’s
®‖, ―S&P
®‖, ―S&P 500
®‖, ―Standard & Poor’s 500‖, and ―500‖ are trademarks of Standard & Poor’s Financial Services LLC, a
subsidiary of The McGraw-Hill Companies, Inc.
S&P 500 Index definition (not part of licensing agreement) when using the index name The S&P 500 Index is a price index and does not reflect dividends paid on the underlying stocks. It is not possible to invest directly in an index.
Typesize Footnotes, table notes, definitions, and all disclosures must be at least 8 points in size.
Claims-paying ability, guarantee backing, non-New York solicitation, and money market risk language must be bold.
All text, distribution restrictions, variable annuity product descriptions, the entire client-use life insurance disclosure (includes Lincoln MoneyGuard
® products), and any
prospectus disclosure must be at least 10 points in size. Prospectus disclosure must also be bold.
For LFG internal use only. Page 26 of 38
Return addresses
Lincoln National Corporation 150 N. Radnor-Chester Road Radnor, PA 19087-5238
LincolnFinancial.com
Lincoln Financial Advisors, Inc. 1300 S. Clinton Street Fort Wayne, IN 46802 800-237-3813
LincolnFinancialAdvisors.com
Lincoln Financial Distributors, Inc. 130 N. Radnor-Chester Road Radnor, PA 19087-5221
LFD.com
<return address for mailers> Lincoln Financial Group Marketing Department 150 N. Radnor-Chester Road Radnor, PA 19087-5238
<return address for life products only> Lincoln Financial Group 100 N. Greene Street Mailstop 5163 Greensboro, NC 27401
<return address for literature fulfillment> Lincoln Literature Fulfillment Center P.O. Box 26210 Greensboro, NC 27402
For LFG internal use only. Page 27 of 38
Contacts
Advisor-only use
Annuity team contacts —
National and Regional Broker/Dealer Division: 877-533-0104
Independent Planner Division: 877-533-0118
Financial Institutions Division: 877-533-0005
Life team contacts —
MGA For more information call 877-533-0114
Closed Channel For more information call 877-533-0104 M Group 877-200-8214
LFN For more information call LFA and GA 877-533-0118 ABGA and DAN 800-458-5299, ext. 4609
Fillable <delete unused lines> [edit: name] [edit: logo] [edit: title] [edit: firm] [edit: address 1] [edit: address 2] [edit: city, state zip] [edit: phone] [edit: fax] [edit: email] [edit: website [edit: insurance license number] [edit: Not an affiliate of Lincoln Financial Group.]
3rd Thursdays Dial in: 800-230-1085 Replay information: 800-475-6701, Access code: XXXXXX
Bank Fixed Annuity sales: 800-368-3968, option 3 [email protected]
Corporate Specialty Markets (COLI and BOLI): 877-533-0117
Exec-U-Care Marketing team: 800-365-3932
Fixed Annuity sales: 888-895-4830, option 2 [email protected]
Fixes Annuity sales (MGA): 877-533-0114, option 4
Group Protection sales: The Lincoln National Life Insurance Company P.O. Box 2616 Omaha, NE 68103-2616 800-611-8750, fax 877-573-6177 Lincoln4Benefits.com (rarely used)
Inside.LFG.com (employee intranet site)
iPS Sales team: 866-iPS-ForU (477-3678) or 866-477-3678, option 2 [email protected]
LearnerWeb.LFG.com (employee training)
LFD annuities business unit: 877-533-0265
LFD general number (advisors, generic use all products, ―Lincoln sales desk‖): 877-533-0003
LFD Independent Planner Division: 877-533-0118, option 2, option x, option x
LFD technical support: 877-533-1022
LFG producer service line for Edward Jones: 877-533-5044, option 1 (sales support and illustrations), option 2 (new business and underwriting), option 3 (producer solutions), option 4 (customer service), option 5 (claims) submenu option 1 (American Legacy annuities), option 2 (MoneyGuard), option 3 (life insurance)
LFG producer solutions line (compensation): 800-238-6252, option 1, option 1
For LFG internal use only. Page 28 of 38
Contacts, cont’d.
Lincoln ChoicePlus AssuranceSM
sales desk for Edward Jones: 877-533-5606
Lincoln eMarketing Center: http://mailcenter.newmediagateway.com/lincolnfinancial
Lincoln Retirement Plan Services Sales desk (for internals): 800-225-4564
Lincoln Retirement Plan Services Sales team (for externals): 877-533-9710
Lincoln Financial Network Competitive Services Unit: 866-888-9822
Lincoln LifeComp® suite: 800-331-2760
Lincoln ProElementsSM
platform sales and service: 800-942-2047
Lincoln Retirement Financial Services for current contract holders (requires PIN): 800-248-0838
Lincoln Rollover Consulting: 877-RET-LINC (877-738-5462) or [email protected]
Lincoln SelectSM
financial advisor line: 800-282-3038
Lincoln Small Business representatives: 877-573-6188, Fax 402-361-1020
Small Business sales: Lincoln Financial Small Business P.O. Box 2835 Omaha, NE 68103-2835 877-573-6188, fax 402-361-1020 [[email protected]]
MoneyGuard® New business: 800-238-6252, option 2, option 2 Claims: 800-487-1485, option 4, option 3 Sales desk: 877-546-2647, option 2 Customer service: 800-962-1654
MoneyGuard® Direct sales desk: 877-546-2647 (firms)
MoneyGuard® Intermediary sales desk: 877-533-0114, option 2, option 1
PREMIER PARTNERS® Executive Marketing Center: 866-867-8437, ext. 2777
TPA Relationship Management team: 260-455-0583
IndustryInsighter.com (The Economist microsite The Industry Insighter)
LFAPlanner.com (Lincoln Financial Advisors)
LFD.com (Lincoln Financial Distributors, Inc., use determined by marketing manager)
LFSecurities.com (Lincoln Financial Securities)
LincolnEB.com (Executive Benefits provider of COLI/BOLI products, replaces Corporate Specialty Markets), 877-533-0117
SalesForce.com
For LFG internal use only. Page 29 of 38
Contacts, cont’d.
Client-approved use
Exec-U-Care ConciergeSM
service: 866-611-8299
Group Protection customer service: Lincoln Financial Group 8801 Indian Hills Drive Omaha, ME 68114
https://WebAccess.LFG.com (retirement account access for plan participants)
IRA Rollover for Retirement Plan Services plan participants: 888-4-LFGROLL (888-453-4765)
Lincoln Financial annuities customer service: 888-868-2583
Lincoln Financial fixed annuities customer service: 888-916-4900
Lincoln Employer Markets plan sponsor customer service ―4-LINCOLN‖: 800-4LINCOLN (800-454-6265)
LincolnFinancial.com Login: Employer Retirement Plans
Lincoln Financial Group® account holder service line (asks for SSN and login PIN): 800-234-3500
Lincoln Financial Group® customer service for Group Protection: 800-423-2765
To file a specific claim: 866-783-2255
Lincoln Financial Group®
general customer service: 800-458-5299 (menu driven) or 877-ASK-LINCOLN (representative answers)
Lincoln Life insurance customer service: 800-444-2363
Lincoln Participant Solutions Group: 877-562-4738
Lincoln Retirement Account Line (Lincoln DirectorSM
customer service): 800-510-4015 Lincoln National Telephone Exchange Program (Telephone Exchange Program)
Lincoln Rollover Consultants — Foundation® IRA: 877-LNC-4RET (877-562-4738)
Lincoln SelectSM
client service line: 800-458-1212
BeAChiefLifeOfficer.com (financial services consumer education)
Quick response code (QR code)
Exec-U-Care.com (supplemental group protection, limited use)
LincolnFinancial.com (Lincoln Financial Group gateway)
For LFG internal use only. Page 30 of 38
Disclosures
Accelerated death benefits
Must be present when accelerated death benefits are mentioned.
Accelerated death benefits may be taxable and may affect public assistance eligibility.
Bank box disclosure
The bank box should appear on both the front and back brochure covers (4 pp. or more) of all nondepository products (Annuities, Retirement Plan Services, and Life) sold through banks. On two-sided fliers, it need only appear on the back.
Note: Do not use on Edward Jones, Raymond James, and Group Protection material.
Use on print pieces, front cover: Not a deposit Not FDIC-insured May go down in value Not insured by any federal government agency Not guaranteed by any bank or savings association
Use on print pieces, back cover: Not a deposit
Not FDIC-insured
Not insured by any federal government agency
Not guaranteed by any bank or savings association
May go down in value
Use on print pieces, where vertical space is at a premium: Not a deposit Not FDIC-insured Not insured by any federal government agency
Not guaranteed by any bank or savings association May go down in value
Use on e-communications:
Not a deposit
Not FDIC-
insured
Not guaranteed by any bank or savings association
May go down in value
Not insured by any federal government agency
Circular 230 disclosure
Required on the back cover of brochures where the “stacked lines of business” logo is used, on advanced sales material where taxes are the central theme, and on Merrill Lynch-approved material. Not required on advisor-only material when casually mentioning taxes. Its presence or absence does not preclude our referring clients to tax professionals for advice. When used, it should appear more prominent than other disclosure, but not as prominent as the prospectus disclosure (10 point bookweight). For fixed indexed annuities do not include the words “investment and.” For variable annuities substitute “annuity” for “investment and insurance.”
This material was prepared to support the promotion and marketing of investment and
insurance products. Lincoln Financial Group® affiliates, their distributors, and their respective
employees, representatives, and/or insurance agents do not provide tax, accounting, or legal
advice. Any tax statements contained herein were not intended or written to be used, and cannot
be used, for the purpose of avoiding U.S. federal, state, or local tax penalties. Please consult your
own independent advisor as to any tax, accounting, or legal statements made herein.
Competitive intelligence disclosure
Must be present when Lincoln products are shown with those of competitors. Information is from public sources deemed reliable; its accuracy cannot be guaranteed. Product features and benefits, expenses, loads and charges will vary by company, and will affect the values shown. Each client’s use of specific features will affect long-term performance. Information is valid as of <date> and should be rechecked for accuracy after <date (30 days from previous date)>.
Use the following for term insurance. Information is from public sources deemed reliable; its accuracy cannot be guaranteed. Information is valid as of <date> and should be rechecked for accuracy after <date (30 days from previous date)>.
For LFG internal use only. Page 31 of 38
Delaware APS120 and APS222 disclosures
APS120
<If the words “Delaware VIP,” or “LVIP Delaware,” are present in the names of a subaccount lineup the following table note must be present in text size. Use with the Lincoln Elite Series of Funds and Retirement Plan Services products.>
Investments in Delaware Investments VIP® Series and LVIP Delaware Funds managed by
Delaware Investment Advisors, a series of Delaware Management Business Trust, are not and will not be deposits with or liabilities of Macquarie Bank Limited ABN 46008 583 542 and its holding companies, including their subsidiaries or related companies, and are subject to investment risk, including possible delays in prepayment and loss of income and capital invested. No Macquarie Group company guarantees or will guarantee the performance of the Series or Funds, the repayment of capital from the Series or Funds, or any particular rate of return.
<Use the following with individual fund sheets (rarely used).>
Investments in [name of Fund/Series/Portfolio] are not and will not be deposits with or liabilities of Macquarie Bank Limited ABN 46 008 583 542 and its holding companies, including their subsidiaries or related companies, and are subject to investment risk, including possible delays in repayment and loss of income and capital invested. No Macquarie Group company guarantees or will guarantee the performance of the [Fund/Series/Portfolio], the repayment of capital from the [Fund/Series/Portfolio], or any particular rate of return. APS222
<Use when promoting Delaware/Macquarie advisory services, including subadvisory commentary and the LVIP board reports (rarely used).>
[Delaware Management Company/Delaware Management Business Trust] is not an authorized deposit-taking institution for the purposes of the Banking Act 1959 (Commonwealth of Australia) and [Delaware Management Company/Delaware Management Business Trust]'s obligations do not represent deposits or other liabilities of Macquarie Bank Limited ABN 46 008 583 542 (MBL). MBL does not guarantee or otherwise provide assurance in respect of the obligations of [Delaware Management Company/Delaware Management Business Trust].
For LFG internal use only. Page 32 of 38
Generic disclosure
<Identifies all principals. on general-use, product-neutral material Delete the bracketed red type on certain pieces as determined by LFD Compliance. If “(member SIPC)” appears on HTML pieces, it must be linked to the SIPC website.> Life insurance and annuities are issued by The Lincoln National Life Insurance Company, Fort Wayne, IN, and in New York by Lincoln Life & Annuity Company of New York, Syracuse, NY. [Financial planning services are offered through Lincoln Financial Advisors and Sagemark Consulting, a division of Lincoln Financial Advisors, a registered investment advisor.] Securities are [offered by Lincoln Financial Advisors, a broker/dealer (member SIPC), and] distributed by Lincoln Financial Distributors, Inc., a broker/dealer.
Affiliates are separately responsible for their own financial and contractual obligations.
<Identifies LFG, LFA, and LFD.> Securities and investment advisory services offered through Lincoln Financial Advisors Corp., a broker/dealer and registered investment advisor. Lincoln Financial Distributors, Inc., a broker/dealer, is the wholesale distribution organization of Lincoln Financial Group. Lincoln Financial Group is the marketing name for Lincoln National Corporation and its affiliates.
Affiliates are separately responsible for their own financial and contractual obligations.
<Identifies LFG, LFD, and the insurance issuing companies. Use on non-product-specific variable products intended for broker/dealer use> Lincoln Financial Group is the marketing name for Lincoln National Corporation and its affiliates, including broker/dealer-distributor Lincoln Financial Distributors, Inc., Radnor, PA, and insurance company affiliates The Lincoln National Life Insurance Company, Fort Wayne, IN, and Lincoln Life & Annuity Company of New York, Syracuse, NY.
Affiliates are separately responsible for their own financial and contractual obligations.
<Identifies LFG, LFD, and the insurance issuing companies on client-facing website> Lincoln Financial Group is the marketing name for Lincoln National Corporation and its affiliates, including The Lincoln National Life Insurance Company, Fort Wayne, IN, and Lincoln Life & Annuity Company of New York, Syracuse, NY. Variable products distributed by broker/dealer-affiliate Lincoln Financial Distributors, Inc., Radnor, PA. Securities and investment advisory services offered through other affiliates.
<Identifies retail and financial planning affiliates> Lincoln Financial Network is the marketing name for the retail and financial planning affiliates of Lincoln Financial Group and includes Lincoln Financial Securities Corporation and Lincoln Financial Advisors, both members of FINRA and SIPC. Lincoln Financial Group is the marketing name for Lincoln National Corporation and its affiliates.
Affiliates are separately responsible for their own financial and contractual obligations.
<Identifies LFG, insurance issuers, variable product distribution and financial planning affiliates.> Lincoln Financial Group is the marketing name for Lincoln National Corporation and insurance company affiliates, including The Lincoln National Life Insurance Company, Fort Wayne, IN, and in New York, Lincoln Life & Annuity Company of New York, Syracuse, NY. Variable products distributed by broker/dealer-affiliate Lincoln Financial Distributors, Inc., Radnor, PA. Securities and investment advisory services offered through other affiliates.
Guarantees disclosure
Upon first mention of a product guarantee, insert the following in text size or in small size and bold.
Guarantees, including those for optional features, are backed by the claims-paying ability of the appropriate issuing company.
Substitute “The Lincoln National Life Insurance Company” or “Lincoln Life & Annuity Company of New York” if the material is national or New York-specific.
Hypothetical disclosure
This is a hypothetical illustration only and is not indicative of any particular investment or performance. Return and principal value may fluctuate, so when withdrawn, it may be worth more or less than the original cost. Past performance is no guarantee of future results.
In-force rate change disclosure
Insert if in-force rate changes or special offers like DCA specials are mentioned in life insurance material.
Applies to individual life products; excludes Executive Benefits and Group Protection products.
LIMRA statistics Do not use on client-approved material.
For LFG internal use only. Page 33 of 38
Lines of business disclosure
If a “lines of business” logo is used, include all elements of the following company-wide disclosure and the Circular 230 Disclosure.
Note: Do not show the word “ADVICE” on annuity, Retirement Plan Services, or life insurance brochures, and omit the blue sentence below.
or
INCOME LIFE RETIREMENT GROUP BENEFITS
Lincoln Financial Group is the marketing name for Lincoln National Corporation and its affiliates, including The Lincoln National Life Insurance Company, Fort Wayne, IN, and Lincoln Life & Annuity Company of New York, Syracuse, NY. Variable products distributed by broker/dealer-affiliate Lincoln Financial Distributors, Inc., Radnor, PA. Investment advisory services offered through other affiliates. Affiliates are separately responsible for their own financial and contractual obligations.
Prospectus disclosure (elements of)
Present on variable products (regulated investments, variable life insurance, and variable annuities). It advises investors to consider the investment objectives, risks, and charges and expenses of the investment company; provides a phone number and possibly a website from which to obtain the prospectus; and warns investors to read carefully before investing or sending money. Must be text size (10pt minimum) and bold, and appear as the most prominent disclosure. Refer to specific product copy brief for exact wording.
Do not drop the “www.” prefix from www.LincolnFinancial.com in prospectus language.
Solicitation disclosure
The purpose of this communication is the solicitation of insurance. Contact will be made by an insurance agent or insurance company.
<should appear on client-directed insurance and annuity material>
Training purposes disclosure
This presentation is for Lincoln Financial Group employee training purposes only.
References to any Lincoln products are not intended to be a solicitation, but to provide general information to employees to better understand the Lincoln Financial enterprise and mission. The slides in this presentation may not be modified, reproduced, or distributed in any way without written permission from Lincoln National Corporation.
<should appear on LFG internal use only training PowerPoint presentations in lieu of product-specific disclosure where no brand name products are mentioned>
For LFG internal use only. Page 34 of 38
Two separate companies disclosure
The front cover of brochures must list the insurance-issuing companies (except for Lincoln Alliance
® and Lincoln SmartFuture
® programs).
The Lincoln National Life Insurance Company Lincoln Life & Annuity Company of New York
Flier version
Products issued by: The Lincoln National Life Insurance Company Lincoln Life & Annuity Company of New York
Back cover disclosure must give the names of the two insurance-issuing companies; their respective Home Office sites; Lincoln Financial Distributors, Inc., a broker/dealer, as product distributor (except on term insurance material); and the fact that The Lincoln National Life Insurance Company is not licensed to do business in New York (not needed on state-specific, non-New York material where a particular state is specified “For use in the state of [non-New York state] only.”).
Lincoln life insurance is issued by The Lincoln National Life Insurance Company, Fort Wayne, IN, and distributed by Lincoln Financial Distributors, Inc., a broker/dealer. The Lincoln National Life Insurance Company does not solicit business in the state of New York, nor is it authorized to do so.
Policies sold in New York are issued by Lincoln Life & Annuity Company of New York, Syracuse, NY, and distributed by Lincoln Financial Distributors, Inc., a broker/dealer.
All guarantees and benefits of the insurance policy are backed by the claims-paying ability of the issuing insurance company. They are not backed by the broker/dealer and/or insurance agency selling the policy, or any affiliates of those entities other than the issuing company affiliates, and none makes any representations or guarantees regarding the claims-paying ability of the issuer.
Products and features are subject to state availability. Limitations and exclusions may apply. With variable products, policy values will fluctuate and are subject to market risk and to possible loss of principal.
Annuities-equivalent language
Lincoln annuities are issued by The Lincoln National Life Insurance Company, Fort Wayne, IN, and distributed by Lincoln Financial Distributors, Inc., a broker/dealer. The Lincoln National Life Insurance Company does not solicit business in the state of New York, nor is it authorized to do so.
Contracts sold in New York are issued by Lincoln Life & Annuity Company of New York, Syracuse, NY, and distributed by Lincoln Financial Distributors, Inc., a broker/dealer.
All contract and rider guarantees, including those for optional benefits, fixed subaccount crediting rates, or annuity payout rates are backed by the claims-paying ability of the issuing insurance company. They are not backed by the broker/dealer and/or insurance agency from which this annuity is purchased, or any affiliates of those entities other than the issuing company affiliates, and none makes any representations or guarantees regarding the claims-paying ability of the issuer.
<See Copyright and closing.>
For LFG internal use only. Page 35 of 38
American Legacy style
American Legacy story Two companies fostering confident futures
At Lincoln Financial Group, we’ve spent more than 100 years living up to the character of our namesake: integrity, honesty, and the belief in a better tomorrow. We acted on these attributes when we forged a relationship with American Funds to create American Legacy variable annuities. Together, we can help people secure and maximize their income for a long-term retirement.
Bank box Place on the front cover of brochures, an early slide of presentations, and on the back of all material. Do not use on Edward Jones material.
Not a deposit Not FDIC-insured May go down in value
Not guaranteed by any bank or savings association
Not insured by any federal government agency
Branding
American Legacy® (variable annuities created in 1987, first text branding is sufficient)
American Legacy II®
American Legacy III®
American Legacy AssetEdgeSM
VUL
American Legacy® Design
American Legacy® Fusion
American Legacy PreservationEdgeSM
SVUL
American Legacy® Signature
American Funds® (founded 1931)
American Funds Insurance Series®
Investment options are trademarked, see ―Lincoln Elite Series of Funds‖ on the Editorial Assets server for details.
American Legacy Shareholder’s Advantage®
Capital Research and Management CompanySM
(the investment advisor to the American Funds Insurance Series
®)
4LATER® Advantage or 4LATER on subsequent page use, does not modify and no contrast
i4LIFE® Advantage or i4LIFE on subsequent page use, does not modify and no contrast
Income4Life® innovation
Lincoln Lifetime IncomeSM
Advantage 2.0
Lincoln Long-Term CareSM
Advantage
Lincoln SmartSecurity® Advantage
Contacts For more information, please contact the American Legacy sales desk at 877/533-0265 or visit americanlegacy.com.
American Legacy client service center: 800/942-5500 Lincoln Life American Legacy dealer service line: 800/443-8137 Licensing information: 800/331-4949 Fax: 260/455-6310
<return address for mailers> Marketing Department 150 N. Radnor-Chester Road Radnor, PA 19087-5238
<business reply> American Legacy Sales Desk Mail stop 130-501R 130 N. Radnor-Chester Road Radnor, PA 19087-5221
For LFG internal use only. Page 36 of 38
Job identification and copyright
ACES compliance number Copyright year (thin space after symbol) and ownership Campaign code Performance period (if present) Printer initials/POD Publication date “Z” number Component code Order nomenclature Use restriction (if applicable) Firm code (if present)
American Legacy is a suite of variable annuities with investment options from American Funds and Lincoln Variable Insurance Products Trust.
LCN1201-0000000 © 2012 Lincoln National Corporation VA-AL-12-0000 [12/11] PRNT 1/12 Z01 VA-AL-BRC000_Z01 Order code: VA-AL-BRC000
For broker/dealer use only. Not for use with the public. ML-0000-00
Never use ―expert‖ or ―expertise‖ (substitute dedicated professional)
―performance‖ (substitute results)
―world class‖ (substitute respected)
―world-class perspective‖ (substitute long-term perspective)
Sourcing If only two footnotes appear per two page spread, * and † may be used in place of numbers.
Style issues A financial services professional is referred to as an ―adviser‖ except for Edward Jones Financial Advisor.
Bold phrases that introduce bullets retain their colons. Bullets are not reverse hung.
Do not capitalize terms used in juxtaposition that are central to discussion, such as ―bull and bear‖ or ―growth and value.‖ Always define such terms.
Fund names are referred to as ―the fund‖ with a lowercase ―f.‖
Heads and subheads that are declarative sentences may retain their periods.
Never indicate negative numbers using a hyphen. Use an en dash with no thin space following (–0.25%).
Place the last seven digits of the LFD Compliance number at the lower left-hand corner of covers.
Telephone number format: 800/123-4567 <note slash instead of hyphen>
For LFG internal use only. Page 37 of 38
Writing for the Web
Buttons, links and calls to action
Control buttons should be descriptive and imaginatively shaped. Avoid generic descriptors
such as Click here. in favor of Find Out Why .
Note title case and no punctuation.
Links may be incorporated in text as practiced throughout this document.
Multiple links may lead to a single destination.
Never underline text, which could be construed as being a link.
Use power colors especially reds and maroons.
Headlines Five words maximum, subheads 10 words maximum.
Title case, ―?‖ or ―!‖ are permissible punctuation.
Navigation Website addresses are also known as Uniform Resource Locators (URLs).
When referring to URLs in text, give only necessary information to gain access to the website: ―https://‖ is always necessary to access secure websites. ―http://‖ is usually not necessary. ―www.‖ has become unnecessary (Google.com, Inside.LFG.com). Drop the ―www.‖ prefix when representing websites, except in prospectus disclosure and sourcing (footnotes, table notes and/or bibliographies).
For a list of Lincoln websites, see Contacts.
Never use breadcrumb symbols ―>‖ to indicate website navigation unless they separate functioning hyperlinks. The ―>‖ symbol may be used on ―internal use only‖ material.
In print and web writing give step-by-step instructions and render links in bookweight and in
casing identical to its appearance on the browser. Do not use quotation marks, periods may be omitted if no sentence exceeds a single line:
Go to LincolnFinancial.com Select Investor Relations from the ABOUT LINCOLN tab Click Ratings in the menu list on the left
Ampersand (&) use is permissible in menu/navigation tabs.
Privacy Never post personal information or opinions.
Qualities User oriented, direct and interactive
Ease of navigation (internal and external searchability)
Just the facts (brevity whenever possible). Be clear and specific. Tell, don’t sell.
Think A – B testing.
Readability Write like you talk. Exact phrases may be repeated.
Avoid compound/complex sentences, and cute or witty language.
Keep opening sentence short and direct.
No paragraphs over 100 words or with more than four sentences.
Use an ―F‖ layout.
Organize information as bullet points, tables, and charts.
Employ visual stimuli, ―eye candy.‖
Use hypotheticals to illustrate concepts.
Structure content in the reverse pyramid model. Begin with general conclusion and support with detailed information.
Pry the reader with immediate rewards (Pavlovian).
For more information
See ―Digital Editorial Standards for Lincoln (DESL)‖ found on the Inside.LFG.com Brand Resource Center website.
For editorial questions relating to the Internet concerning the Web, email or mobile communications, contact Kennerly Clay, digital editor, at 484-583-2426 or [email protected].
For LFG internal use only. Page 38 of 38
Bibliography
―2011 AFDCRMC Legacy Style Guide,‖ May 2011, edited by Christine Steele at [email protected], or call CSS at ext. 90528 or direct dial 213/615-0528.
The Associated Press Stylebook 2010, 45th ed. New York: The Associated Press, 2010.
Barron’s Dictionary of Finance and Investment Terms, 6th ed. Hauppauge, NY: Barron’s Educational Series, Inc., 2003.
The Chicago Manual of Style, 15th ed. Chicago: The University of Chicago Press, 2003.
Lincoln Financial Group® Graphic Standards, www.LFGStandards.com, user name: lfgemp, password: bxp2j8f
Lincoln Financial Group, LFG Intranet, ―Trademarks/Service Marks Information,‖ http://Inside.LFG.com
Roget’s International Thesaurus, 6th ed. New York: Harper-Collins Publishers, Inc., 2001.
Webster’s New World College Dictionary, 4th ed. Hoboken, NJ: Wiley, 2004.
The latest version of ―Lincoln Marketing Guidelines‖ may be found on the Inside.LFG.com Brand Resource Center website.
For additions, corrections or suggestions, and mailing list updates, contact: James ―Demps‖ Dempster, editor/proofreader at 484-583-6098 or [email protected].
©2012 Lincoln National Corporation
Visit LincolnFinancial.com
Lincoln Financial Group is the marketing name for Lincoln National Corporation and its affiliates.
Affiliates are separately responsible for their own financial and contractual obligations.
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