Copywriting Guidelines
- Compassionately unflinching
- Honest and direct and down to earth without being brash
- Descriptive and fresh language without being too sentimental or flowery
- Reflect core values and industry authority
- Maintain a sense of inclusivity and connection
Tone
IS
- Honest
- Expert
- Optimistic
- Encouraging
- Lighthearted
- Lively
- Spiritual
But Isn't
- Blunt
- Pretentious
- Idealistic
- Overbearing
- Childish
- Eccentric
- Exclusive