Editorial guidelines

Tone

Clear. Concise. Confident. Authentic. We keep it short & to the point. We speak from a place that respects the clientele who trust us to breed & raise their family pet.

Voice

Professional yet approachable. Reflect expertise without arrogance. Warm and friendly, but always maintain professionalism.

Language

Simple and easy to understand. Avoid jargon unless it’s industry-specific and flagged. Use plain English.

Style

Use active voice.

• Be direct and to the point.
• Avoid unnecessary words and fluff.
• Break down complex ideas into simpler terms.
• Use catchy headings and subheadings for clarity.
• Ensure content is easy to scan and read quickly.

Content Structure

• Start with a compelling headline.
• Lead with the most important information.
• Use short paragraphs and bullet points where possible.
• Include clear calls to action.
• End with a summary or key takeaway.

Grammar and Punctuation

• Use correct grammar and punctuation.
• Avoid slang and colloquialisms.
• Be consistent with punctuation, capitalization, and abbreviations.

Accuracy

• Ensure all information is accurate and up-to-date.
• Cite sources when necessary.
• Fact-check all claims and data.

Visuals

• Watermark all photographs owned by SlowBlink.
• Use high-quality images that reflect the brand’s professionalism.
• Ensure visuals are relevant to the content.
• Include captions and descriptions for all images.