Verbal system · The tone of voice · Element
The pairs
Real sentences with their rewrites.
The part
What it is
Taken from actual output rather than invented, so that the people who wrote the originals recognise the problem.
A dozen pairs covering the common cases does more than any amount of description.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
What changed
The principle the rewrite demonstrates, stated after the example rather than before it.
Reason shared type
The other elements in the tone of voice
The rules
The specific constraints on how the brand writes.
LearnThe surfaces
Which written surfaces the voice covers.
Learn