[FD Test] Voice, Tone & Style Guide

Table of Contents

Writing for Iowa

Good content is clear, useful, and friendly. It should help Iowans work toward their goals, and ours. Follow these principles:

  • Be direct – Write succinctly and to the point. Avoid fluff.
  • Be clear – Write simply. Don’t disappoint audiences with acronyms, jargon, internal language, or vagueness. 
  • Be confident – Confidence inspires action and comfort.
  • Be human – Write conversationally, as if you were interacting with the reader in person. Use personal pronouns – we, our, you, your – instead of formality.