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Marketing Content Style References

All marketing content in this directory should follow these style guides. When guidance conflicts, apply them in this order of priority:

  1. Anti-Patterns (highest priority) — What to avoid
  2. WordPress Documentation Style Guide — Official WordPress standards
  3. Personal Style Guide — Voice and tone preferences

Quick Reference

Before Writing

Load these files:

  • skills/prompt-engineering/references/anti-patterns.md
  • skills/prompt-engineering/references/wordpress-docs-style-guide.md
  • skills/prompt-engineering/references/style-guide.md

Core Principles

Do Don't
Use active voice Use passive voice
Use second person ("you") Use third person ("users")
Use present tense Use future tense ("will")
Use contractions Sound formal
Be direct and specific Use vague language
Vary sentence length Write monotonous prose

Words to Avoid (AI Indicators)

Never use:

  • delve, tapestry, myriad, leverage, utilize
  • seamless, robust, cutting-edge, game-changer
  • furthermore, moreover, subsequently
  • "In today's fast-paced world..."
  • "Let's dive into..."

Inclusive Language

Don't Use Use Instead
blacklist/whitelist blocklist/allowlist
master main
webmaster site admin
manpower workforce
guys everyone, folks, team
click here descriptive link text

Accessibility

  • Alt text under 50 characters
  • Heading hierarchy (H1 → H2 → H3, no skipping)
  • 4.5:1 minimum contrast ratio
  • Don't rely on color alone
  • Define abbreviations on first use

Template-Specific Guidance

Blog Posts (BLOG-POST-LAUNCH-TEMPLATE.md)

Apply:

  • Anti-patterns for opening hooks (no clichés)
  • Style guide for personal voice
  • WordPress guide for formatting

Focus:

  • Benefit-focused language
  • Short paragraphs (1-4 sentences)
  • Concrete examples before abstract principles
  • Strong, declarative endings

Email Sequences (EMAIL-SEQUENCE-TEMPLATE.md)

Apply:

  • Conversational tone from style guide
  • Contractions and natural flow
  • Direct, action-oriented language

Focus:

  • Subject lines: specific and curiosity-driven
  • Body: scannable, short paragraphs
  • CTAs: clear, single action per email

Social Media (SOCIAL-MEDIA-CALENDAR-TEMPLATE.md)

Apply:

  • Character limits
  • Platform-appropriate tone
  • Hashtag best practices

Focus:

  • Lead with value, not promotion
  • Use questions to engage
  • Include clear CTAs

Press Releases (PRESS-RELEASE-TEMPLATE.md)

Apply:

  • WordPress documentation formality
  • Facts and claims guidelines
  • Attribution standards

Focus:

  • Newsworthy angle first
  • Quotes from real people
  • Contact information complete

Podcast Pitches (PODCAST-PITCH-TEMPLATE.md)

Apply:

  • Personal style guide voice
  • Conversational but professional
  • Specific value propositions

Focus:

  • Personalized to each show
  • Clear topic angles
  • Brief bio and credentials

Self-Check Before Publishing

AI Detection Scan

  • No words from the high-certainty AI indicators list
  • Varied sentence lengths (mix short and long)
  • No formal transitions (furthermore, moreover)
  • Opening hooks are specific, not clichéd
  • Ending is declarative, not summarizing

WordPress Standards Check

  • American English spelling
  • Sentence case headings
  • Second person ("you") throughout
  • Present tense for current features
  • Active voice preferred

Inclusivity Check

  • Gender-neutral language
  • No ableist terms
  • Diverse examples (names, locations)
  • Accessible formatting
  • No assumptions about reader knowledge

Voice Check

  • Sounds like a person, not a committee
  • Has personal perspective
  • Makes bold claims with conviction
  • Shows the process, not just conclusions
  • Ends with a strong statement

Resources