How we write
Decision principles
No style guide covers every situation. These principles apply when the specific rules in this document do not resolve the question in front of you. They also apply when a rule seems to be producing a worse result than judgment would.
Core principles
Clarity over cleverness
If a sentence can be read two ways, rewrite it so it can only be read one way. A headline that works on multiple levels is a good headline. A headline that requires the reader to figure out what it means is not. The test: If someone has to pause to decode it, it has failed.
Write for the first-time reader
Do not assume the reader has context. If a term, program, or concept needs explanation, give it. The exception: basic real estate vocabulary.
Avoid internal language in external copy
If a term makes sense inside the company but requires context outside it, either define it or replace it. The reader should never have to guess what we mean.
Proof before promise
If you make a claim, back it up. “10x the industry average” is supported. Vague superlatives (“best-in-class,” “world-class”) are not.
The relationship is the point
When in doubt about tone, ask: Does this treat the reader as a person, or as a conversion? Write for the person.
If it sounds like it was written by software, rewrite it
See grammar and mechanics section for prohibited patterns.
When rules conflict
Voice beats mechanics. If following a grammar rule produces a sentence that sounds corporate, robotic, or unclear, rewrite the sentence. The goal is always a piece of writing that sounds like a real person said it on purpose.
When a rule in this guide conflicts with AP style (our external baseline), this guide takes precedence for brand-specific decisions. AP style governs everything else.
When to flag rather than decide
If you are making a choice that will set a precedent, a choice that goes against a rule in this guide, or a choice you are not sure about, flag it. Submit it for review. Do not quietly create a new standard.
