Grammar and style
Grammar and mechanics
These are the company-specific rules that govern punctuation, style, and structure in Buffini external copy. For anything not covered here, follow AP style.
Prohibited: AI-sounding language or patterns
Buffini copy must read as if a real person wrote it on purpose. Certain patterns of language have become associated with AI-generated text. They are prohibited because they undermine the brand’s credibility and voice.
Prohibited patterns:
- “In today’s fast-paced world” or “Navigating the complexities of…” or any variation of this opening
- “Leverage your potential” (or leverage as a verb in almost any context), or “Unlock your full potential”
- “In conclusion,” “To summarize,” or any mechanical transition phrase
- “Game-changing,” “groundbreaking,” “revolutionary” (without specific evidence)
Strings of three-word phrases separated by em dashes or periods used for dramatic effect: “Clarity. Focus. Results.” (occasional use is acceptable; the pattern as a reflex is not).
Sentences that begin with “It’s important to note that…” or “It’s worth mentioning that…”Overuse of “seamless,” “robust,” “comprehensive,” or “holistic.”The test: Read the sentence aloud. If it sounds like it was generated rather than written, rewrite it.
Em dash usage
Do not use the em dash ( — ) in any external Buffini copy.
Rationale:
The em dash has become a marker of AI-generated writing. It also creates a habit of stringing ideas together that should be separate sentences. Neither outcome serves this brand.
Replace the em dash with:
- A period, if the thought is complete: “The system works. Here is why.”
- A comma, if the thought continues: “The system works, and here is why.”
- A colon, if you are introducing a list or explanation: “The system works for one reason: It is built on relationships.”
- A rewritten sentence, if none of the above work
Exception:
Em dashes are retained within established product names where they are part of the official name, such as The Pathway to Mastery®—Essentials and The Pathway to Mastery®—Advanced
Oxford comma
Always use the Oxford comma. It prevents ambiguity and ensures each item in a list is distinct. This aligns with the brand’s commitment to clarity.
Not thisContact, care and community are the foundation of Work by Referral.
ThisContact, care, and community are the foundation of Work by Referral.
Oxford comma in practice
Time: a.m. and p.m. (AP style)
Use lowercase with periods: 9 a.m., 3:30 p.m., 11 p.m.
Noon and midnight are preferred over 12 p.m. and 12 a.m., but either is acceptable. (Note: AP style requires noon and midnight only. This is a house departure from AP, retained intentionally).
Do not use :00 for on-the-hour times: 9 a.m., not 9:00 a.m.
When listing a time range within the same period, include a.m. or p.m. only at the end: 9 to 11 a.m., not 9 a.m. to 11 a.m.
When the period changes, include both: 11 a.m. to 1 p.m. In design and display contexts where space is limited, a hyphen is acceptable for time ranges (e.g., 9-10 p.m.). In running copy, use “to” or an en dash.
Time zones: abbreviate in all caps with no periods: PST, EST, PT, ET. Spell out on first use in print-heavy contexts: Pacific Standard Time (PST).
Colon
Use a colon when a complete sentence introduces a list, an example, or an explanation. Capitalize the first word after the colon only when it begins a complete sentence.
Example: I need three things: a system, a coach, and a plan.
Semicolon
Use a semicolon to join two complete, closely related sentences. Do not use it in place of a comma.
Example: The market slowed down; prices stayed steady.
Ellipsis
No space before or after an ellipsis in running text. Exception: the registered phrase “Oh, by the way®…I’m never too busy for your referrals” follows its established spacing convention.
Example: I still have a few things to sort out…but the foundation is solid.
Hyphens
Hyphenate compound modifiers that appear before a noun. Do not hyphenate the same combination after a noun.
Example: A referral-based business. The business is referral based.
Second person (you)
Second person is approved for web copy and marketing materials. Use “you” to speak directly to the reader. Avoid switching between second and third person within the same piece.
i.e. and e.g.
i.e. (that is): defines or explains what was just said. Always follow with a comma.
Example: The company’s primary method, i.e., Work by Referral, is built on trust.
e.g. (for example): introduces examples. Always follow with a comma.
Example: Buffini offers several programs, e.g., The Pathway to Mastery® and 100 Days to Greatness®.
Quotation marks
Use double quotation marks for direct quotes and titles of short works (articles, podcast episodes, chapters). Use single quotation marks for quotes within quotes only.
Periods and commas go inside quotation marks.
Quoting People
Do not alter a direct quote without the permission of the person being quoted. This applies to testimonials, interviews, Member stories, and any other attributed content. Publish what they said, in the words they used.
If a quote needs to be shortened, use an ellipsis to indicate omitted material. If it needs to be clarified, add a bracketed word or phrase to provide context. Neither shortening nor clarifying constitutes altering the meaning. Changing the meaning does.
If a quote requires editing for grammar, clarity, or length beyond what an ellipsis or bracket can handle, go back to the source and ask for approval before publishing. Do not clean up a quote and publish it as if it were verbatim.
Personal titles
Capitalize a title when it appears before a person’s name. Lowercase when it follows the name.
Example: Founder and Chairman Brian Buffini
Example: Brian Buffini, the founder and chairman of Buffini
Example: Commonly accepted abbreviations like CEO and CFO are capitalized whether before or after the name.
Example: Darin Dawson, the CEO of Buffini
