Natural Awakenings' Style Guidelines
- Establish a strong lead paragraph and compelling close.
- Remember the five Ws: who, what, where, when and why.
- Write in third-person news style for briefs & most articles (them/they/those/people/attendees).
- Alternatively, for articles, use we/our/us. Avoid the less formal second-person ‘you’.
- Use a clear, logical order for content.
- Use action verbs (E.g., ABC offers; not ABC is offering).
- Use plain language and briefly define technical terms.
- Keep sentences and paragraphs short.
- Include short anecdotes or case studies to illustrate key points–then expand the focus to a wider context.
- Use strong, genuine quotes to aid in reader identification.
- Add credibility with scientific studies, statistics and updates on trends.
- Single space after periods.
- Punctuation "inside" quotes.