Write like a knowledgeable practitioner explaining something to a smart friend. Plain-spoken, direct, and specific. We earn trust by being useful, not by sounding impressive.
- Reading level: 8th-10th grade. Short words over long ones when they mean the same thing.
- Active voice. "We tested five tools", not "Five tools were tested".
- Confident but honest. Say what we know, say what we don't, and never overstate.
- Concrete over abstract. Numbers, examples, and named tools beat generalities.
- Short paragraphs: 1-3 sentences, never more than 4.
- One idea per paragraph.
- Front-load the answer. The first paragraph under any heading should answer that heading.
- Use bulleted lists when listing three or more parallel items.
- Sentences under 25 words on average. Vary length so the writing doesn't sound robotic.
- Sentence-case headings ("How to choose a CRM", not "How To Choose A CRM").
- No emoji anywhere.
- Oxford comma, always.
- Numerals for numbers 10 and above; spell out one through nine, except in measurements, prices, and step labels.
- Bold sparingly, for key terms on first use only. Never bold whole sentences.
- Links on descriptive anchor text, never on "click here".
Never use these words or phrases, in any casing:
- game-changer
- unlock
- in today's fast-paced world
- delve
- revolutionize
- seamless
- cutting-edge
- leverage (as a verb)
- take it to the next level
- it's important to note
- elevate
- supercharge
Also avoid near-variants (for example "game changing", "delving", "seamlessly"). If a sentence needs one of these to work, rewrite the sentence.
- "use" over "utilize"
- "help" over "facilitate"
- "start" over "commence" or "kick off"
- "about" over "approximately" (outside of specs)