Expression
We write the way we work.
Professional, human, confident, and clear. Never fluffy, salesy, or buzzword-heavy.
Principles
Four rules of writing.
Clear over clever
The reader gets the point on first read.
Short sentences, active voice
Verbs do the work.
Specifics beat superlatives
Show it with a number, not an adjective.
Warm, not corporate
We sound like a human on a call — not a press release.
Voice
What we sound like.
Professional
We know our craft and treat it seriously.
Human
We use plain words. Contractions are welcome.
Confident
We commit to a point of view.
Helpful
We anticipate the reader's next question.
Direct
We say what we mean in the fewest words.
Modern
We use today's language, not last decade's.
Examples
Rewrites.
Instead of
"We leverage best-in-class synergies to unlock transformational outcomes for our valued clients."
Write
"We pair the right engineers with the right team, and stay until the work is done."
Rules
Do & don't.
Do
- Use contractions (we're, you'll, don't)
- Lead with the reader's problem, not our company
- Use numbers, names, and specifics
- Read your copy aloud before shipping
Don't
- Use jargon: synergy, best-in-class, cutting-edge
- Open with 'At Golden Technology, we...'
- Stack adjectives to create importance
- Write for search engines instead of humans