The following words should be used as a guide when thinking about the emotion or attitude you want your content to convey:
These are also the tone words that guide Business Builders and should be reflected in any written content you create for Business Builders.
When writing, ask these questions:
CONSIDER THE AUDIENCE
We write for many audiences, including:
Identify the primary audience before starting to write. For example, a blog post about StoryBrand usually targets prospective clients and industry peers. They may be interested in a better understanding of the work we are doing here at Business Builders and how it could impact them.
KEEP ATTENTION SPANS IN MIND
Humans are easily distractible, so follow these guidelines when creating written content (for the sake of simplicity, we’ll call written content a “story”):
GRAMMAR RULES (YES, YOU MUST READ THIS)
Consistent writing helps unify a message and allow the audience to better understand what is being presented, and who it is being presented by. Business Builders generally follows Associated Press style (AP style), but we do make some exceptions (evaluated on a case-by-case basis).
Note: If you have no idea what AP style is, that’s okay. Google the basics and, if you’re still confused, we’ve got a stylebook in-house you can check out (not to mention a content team who will be happy to help!).
Oxford Comma noun
We use it.