Writing & Voice

We think that creating quality content centers around five basic principles. If you can follow these, you can be a successful Studio writer:

General Writing Guidelines

The AP Stylebook is the primary style guide for studioD. Proofread for grammar and style errors, and typos, before submitting any article.
Stay within your expertise.
Use credible references and confirm facts.
Write to the titles. If you don’t understand a title, don't write the article. Don’t bend a topic to fit your interpretation.
All articles must be evergreen. Avoid dating copy with years and words like "new" and "hot." Use "at the time of publication" whenever necessary.
Write a strong lede (opening sentence). Lay out the basics of the story in the opening graphs and follow with more detail.
Two or more authoritative references are required, unless specified otherwise. Check site specific guidelines.
Be concise, don’t overwrite.
Write in the second or third person. Do not use first person.
Be relevant. Avoid generic and off-topic content. Address all parts of the title.
If your expertise led you to a specific angle, explain that to the copy editor by leaving a note in the comments field.

Every brand or publisher we partner with has its own unique voice. But for most assignments, we ask that you follow these voice guidelines.

Write for the U.S. audience.
Review the section and site guidelines for additional information specific to those segments.
Target the middle audience, not the professional, unless stated otherwise in the site guidelines.
Provide service to the reader, whenever possible.
Don't reference the article’s layout or position on the page; these elements could change i.e. don’t write “at the top of the page” or “in the second section.”
Avoid brand names, unless the title specifically calls for it. Use the generic description. When in doubt, consult site guidelines or the Help Desk.
Do not make unsupportable claims about product performance.
Write objectively and avoid bias. For product titles, list attributes/specs without making qualitative judgments.
Use the most current version/model for product titles, unless otherwise stated.
Avoid subjective adjectives -- such as "fun," "great," "easy," "terrific," "fantastic" or "unique."
Provide detail and be specific. It is not enough to write "connect the two boards." Explain how and why as it relates to the topic.
Avoid the obvious choices and clichés. Include options readers won't find on their own. Describe the unusual options, if possible.

Keep the following in mind when approaching titles.

Ensure the article reflects the title in its entirety.
Use the section and site guidelines for direction on how to interpret a title.
Use your knowledge of the topic to determine the meaning of a title. Be prepared to support your angle with facts, when asked.
If a title appears illegal, dangerous, sexually explicit or impossible to fulfill, flag the title and contact the Help Desk about the title.
Add relevant content to short-answer titles, whenever necessary, including alternative methods to complete a task. Do not write short-answer articles for titles that cannot be expanded upon in a relevant manner.
Do not base the meaning of a title solely on its category. The category is a search function.
Do not write a title that is contextually illogical -- Difference Between a Private Investigator and a Speech Therapist.
Leave a note for your copy editor to correct spelling or grammatical errors in a title. Copy editors cannot change, add or delete major keywords in the title.