We are passionate about making technology work for you. With our expert guidance, you’ll transform how you work, delight your customers, and streamline your operations. We believe in clear, simple communication. No jargon, no fluff—just honest, actionable insights. Trust us to deliver the facts straight up, always with your success in mind. Our advice is rooted in real-world experience and verified information, so you can confidently move forward. Let’s innovate and grow together.
Keep it simple
We always prefer a short sentence over a long, stuffy one. Same with words. We prefer simple language over complex language; except where required. Verbose, embellished writing isn’t necessarily good business writing.
Front-load the meaning
To be ultra clear, we begin paragraphs with the most important thing.
Write like you (or the SME) talks
Most of our content is being by-lined to real people. If you wouldn’t say it in real conversation, find simpler or more appropriate wording.
Check your facts
Our clients look to us for expert unbiased guidance. We take great pride in knowing the truth and citing our sources. If you can’t verify it, aren’t sure of it’s recency, can’t validate the reputation of the source, or would be embarrassed to link to it, don’t include it.
Write in active voice
Say, “I checked the facts,” not, “The facts were checked by me.”
Always edit
Never submit something unless you’ve read through it yourself.
Avoid adverbs
Those are words that modify other words, like “very,” “super,” “basically,” etc, as there’s probably a stronger word.
Leave room for doubt
We like to say “often” or “sometimes” because absolutes like “always” or “never” are rarely true.
Eliminate jargon
Avoid using industry-specific words that others won’t easily understand.
Eliminate cliche
These are words and phrases that are used so often, they’ve lost their meaning, like “Circle up” or “Let’s double-click on that.”
Fight statistical exaggeration
Statistics have a way of growing more extreme the more they’re shared. Keep yours honest, even if it means they require more explanation.
Reframe negative statements to be positive
For example, turn “no shipping fee” into “free shipping.” It’s shorter, more accurate, and more upbeat.
Check your homonyms and homophones
These are words that are pronounced the same but spelled differently. E.g. “they’re” and “their.”
When in doubt, delete “that”
“That” tends to get overused. If you can delete it and a sentence reads the same, please do.
Double-check all pronouns
If it’s not clear what your “it” or “that” is referring to, bring the noun up again.
Be specific
Is it a river or is it the Nile? Is it a truck or is it an eighteen-wheeler? Specificity paints the picture.
Hyphenate modifiers
Radio was invented in the 19th century; your grandfather collects 19th-century radio sets.
Limit exclamation points
One per article is plenty (if not too many).
Check adjectives
Are they all necessary? Would a more specific noun choice be better? Is it a big house or a mansion? A brimmed hat or a fedora?
Trim your lists
If you’ve listed three things that are synonyms, pick the best and delete the rest.
Use terms the target audience will understand
If you don’t know what terms the audience will understand, you don’t know them well enough to write for them.
