To appeal to our target audience, our tone must be:

  • Original
  • Honest
  • Accessible
  • Mainstream
  • Easy to understand
  • Clever
  • Occasionally snarky
  • Excited
  • Opinionated (note: this is different to ranting)
  • Confident
  • Thoughtful

Should you be taking a negative opinion on something - which is perfectly ok - keep in mind that just being nasty for no reason isn’t acceptable. Back up your stance with facts and evidence, and prove to your reader that you’re not just raging at something you hate for the sake of it. Be passionate and brutally honest, but don’t be blindly mean and inconsiderate. 

Getting personal

While we encourage our writers to share their perspective on a topic, reserve your “I” statements for moments when you’re writing about a personal experience or story. Working out when and how to use “I” statements can be a tricky balance to strike, but try to keep an “i” out for them when you’re reading your article back and get creative about how you represent your thoughts and feelings. As the old adage goes, “show, don’t tell.”