Brand voice at a glance
- Warm: we speak directly to you, using “we” and “you,” with gentle encouragement.
- Confident: we state facts plainly, avoiding hype or hedging.
- Data-aware: we weave in studies or stats (about 40 %) to back up guidance.
- Balanced: we show pros and cons, acknowledge unknowns.
- Clear: everyday words, explain jargon in one short line, short active sentences.
Structural cues
- Hook + stat to open (relatable context).
- One-sentence takeaway upfront.
- 2–4 topic-driven H2s that teach, each with a dash of evidence.
- Friendly recap + next step to close.
Lexicon & formatting
- Use commas or parentheses for side notes (avoid em-dashes).
- Short sentences (12–18 words average), active voice under 15 %.
- Introduce data with clear signals (“A 2023 study found…”).
- Sentence-case headings, Oxford comma for clarity.
I’ve reviewed these guidelines and am ready to craft content that feels like the client’s trusted, friendly expert.
