Our writing voice is friendly and conversational, similar to speaking with a relative or colleague. We strive to be approachable, credible, and knowledgeable without sounding stuffy or condescending. Adhering to basic style guidelines is essential, but keep the tone natural and engaging.

Core Principles

Assurance. To be clear is to be kind. Use simple language, avoid jargon and overly formal terms. Keep messages concise and focused, avoiding hedging or vague phrases such as “seems like” or “according to.” Steer clear of empty buzzwords like “world-class” or “high-quality.”

Positivity. Elevate ideas without negatively comparing them against others. Focus on celebrating craftsmanship and success, highlighting the skills and achievements of our audience.

Empathy. Engage and Relate: Show that you understand the joys and frustrations of your audience. Use wordplay and light-hearted elements to make the content engaging, but ensure clarity is never compromised.

Point of View

Use second person, addressing the audience directly as “you” and “your.” This approach feels personal and inclusive. Avoid formal phrases like “one needs to” as it can feel distant and unnatural.

Summary

When drafting content for Fortify, imagine explaining something to a friend who respects your expertise but expects straightforward and helpful advice. Always aim to build a connection with the reader, making them feel understood and valued. Maintaining a consistent voice and tone helps build a recognizable and trustworthy brand identity. By following these guidelines, you ensure that Fortify's communications are always friendly, credible, and engaging.