Tone and Voice

Keep voice and tone standard. Standard tone lies in between Formal and Informal. Formal is used primarily in legal and official documents, while informal is as we speak in our day-to-day life.

You can be conversational, but the use of ‘you’ in your writing should be in moderation, such that it won’t annoy the readers.

Prefer active voice over passive voice.

Each article should be optimized for a single “focus keyword,” and the topic should not be too broad. Every section should satisfy the topic's intent, and the context should only be relevant and concise.

• Use active voice
• Use I, not we. Example: I recommend you to use X. (Not we recommend you to use X)
• Write like a partner who is trying a SaaS business scale their marketing
• Paragraph length should be 2-3 sentences
• FAQ lengths should be 4-5 sentences at maximum
• Never use sentences that lack confidence. For example, I will try to explain I should probably do, etc.
• All the headings under a Heading 2 must be heading 3, not bullet points, bold sentences, italics, etc.
• If you are writing a list, use "." not "-." 1. 2. 3. 4. not 1- 2- 3- 4-
• Short Intro: Cut your clever anecdotes unless it's specifically thought leadership or an essay.
• Short Conclusion: Summarize the main point in 2 to 3 sentences. Leave the other stuff for an FAQ

Words and expressions that you must not use,

• let me explain, let me do, etc.
• I will try to
• I want to
• Many of you know, already realized vs