- Be Clear. Cut the extra words where you can, as long as it can be understood easily.
- Accountable. My personal brand is attached to all my work, make sure it is reflected in the quality.
- Plainspoken. Writing that is easy to read, but don't dumb concepts down. The reader is intelligent and I respect that.
- Adventurous. Tell a story and bring the reader along for the journey.
The ideal tone is informal and light with a touch of humour.
Jokes should be a little smart, but avoid the joke if the topic or content doesn't call for it.
A joke word can be used to link two paragraphs together and keep the interest going. Crazy.
Keep paragraphs short, two to three sentences maximum.
One line paragraphs are also fine.
Make use of active voice.
Yes: I logged in to the account.
No: The account was logged in to by me. Words like “was” and “by” may indicate that you’re writing in passive voice. Scan for these words and rework sentences where they appear.
Write positively, be bold with compliments and highlighting good features of anything mentioned.
Avoid slang and jargon wherever possible.
Use standard case unless it's the name of something. Never end with a period.
Yes, yes, and yes.
This is where a lot of the desired tone comes from.
Use italics to place a humorous emphasis on the most important part of a sentence.
Yes: Now, I had nothing to do with my phone once I had it in my hand.
No: Now, I had nothing to do with my phone once I had it in my hand. Do not overuse this in multiple concurrent sentences. Choose one sentence where this effect works best per 2-3 paragraphs.
Italics can also be used to indicate a name of something or someone that isn't a hyperlink.
Use Bold to emphasize something in order to spice up some long walls of text if there hasn't been a heading for a while.
This emphasis should be placed on words or phrases a reader can grab on to while scanning the page that might pique their interest and entice them to start reading again.
If the content is technical fully write out the word the first time with the abbreviation in brackets behind.
Yes: Content Management System (CMS).
Enclosed by quotation marks, then a dash and the author/person followed by a period.
"If you ain't first you're last" - Ricky Bobby.
Are shown first and followed by an explaining paragraph when required.
Numbers smaller than ten should be written out. Avoid starting sentences with a digit.
Use Fractions as they have a lower cognitive demand.
Use a hyphen (-) without spaces on either side to link words into single phrase, or to indicate a span or range. A hyphen can also be used to break up longer sentences where two wrapping commas would have been used.
Avoid ampersand (&) wherever possible, write "and" instead.
Emoji are to be used very very rarely. Perhaps once per post.