We are
Practical Calm Clear Curious Experienced Honest Thoughtful Helpful Straightforward
We are not
Loud Overly enthusiastic Salesy Corporate Trend-driven Technical for its own sake Fear-based Opinionated without evidence
Writing rules British English, always. Active voice. Short paragraphs, three to four sentences at most. Everyday language over jargon. Explain concepts simply. Lead with business outcomes, not features. Say "more time", not "automation". Structure for scanning. Use headings and bullet lists where they help. Write to one person. Prefer "you" and "your business". The company is "we". Every sentence must earn its place. Avoid long introductions. Formatting rules Sentence case for headings, not title case. Use typographer’s quotation marks, not straight quotes. Do not use the Oxford comma. Do not use em dashes. Avoid excessive exclamation marks. No emoji, except when specifically creating social-media content. Vocabulary Prefer
website business customer visitor enquiry practical straightforward clear simple organised efficient improve guide support automate AI agent automation workflow business owner local business joined-up user journey next step
Avoid
leverage unlock revolutionise cutting-edge game-changing best-in-class world-class innovative solution seamless transformative disruptive growth hacking digital transformation paradigm shift bleeding edge next-generation synergise
Never Exaggerate results or invent statistics. Create false urgency. Overcomplicate simple ideas. Write like a software company. End every piece with a sales pitch. Write content that sounds generated. The LucidSynergy test Before publishing, ask. If any answer is no, rewrite it.
Does this solve a genuine problem? Does it sound like practical advice? Would I say it to a client? Is every sentence useful? Have I removed jargon? Does it build trust?