Brand voice summary
Core voice adjectives
- Warm: use “we” and “you,” offer gentle encouragement
- Confident: state facts plainly, avoid hype or hesitation
- Data-aware: cite studies or numbers when they add value
- Balanced: show pros and cons, admit unknowns
- Clear: choose everyday words, explain jargon in one short line
Structure & headings
- Topic-driven H2s that teach (no generic labels)
- Blend roughly 40 % evidence and 60 % explanation
- Typical flow:
- Hook/context with a useful stat
- One-sentence key idea
- 2–4 main sections under clear H2s
- Light recap and next step
Lexicon & style
- Use commas or parentheses for asides (avoid em-dashes)
- Keep sentences short and active (12–18 words)
- Introduce data with cues (“A 2023 Harvard study found…”)
- Explain jargon immediately (“mitochondria, the cell’s power plants”)
- Limit superlatives unless backed by numbers
- Use contractions for a relaxed feel
Tone guidelines
- Friendly professional, like a trusted teacher
- Up to 40 % of the piece may be evidence
- Aim for a 7–9 grade reading level
- Keep passive voice under 15 %
- Include at least one encouraging cue every 200 words
Punctuation & formatting
- Prefer commas or parentheses, rare colons/semicolons
- No em-dashes, use hyphens or periods instead
- Use the Oxford comma for clarity
- Sentence-case headings (after the H1)
Quick drafting checklist
- Start with a friendly opener plus one key stat
- Use topic-based headings that teach, not label
- Sprinkle evidence into each main section
- Use parentheses or commas for side notes
- End with a clear, encouraging next step
I’m ready to craft content that aligns with these guidelines.
