Integrity

Strong beliefs/opinions but not emotional, honest, transparent, data-driven, analytical, proof, evidence, accountable, reliable.

Do

  • Mean what you say
  • Speak with confidence
  • Concede mistakes
  • Give competitors respect where due

Don't

  • Be emotional
  • Try to be the reader's friend (avoid 'matey' tone)
  • Use emojis
  • Make mistakes (grammatical, spelling, factual etc)
  • Use 'could, might, should' if 'can, will' are possible
  • Make false claims

Considered

Intelligent, informed, rational, thought-through, smart, confident, expert, respectful, supportive.

Do

  • Give evidence, facts, data
  • Allow alternate views
  • Assume our readers are smart

Don't

  • Use too many exclamation marks!
  • Or double punctuation?!
  • Use ‘I/my’ as Ably; 'you/your' instead
  • Use hyperbole or overstate Patronise or dumb-down
  • Use slang / swearing

Efficient

Short, fast, direct, practical, simple, straightforward, plain, useful, applied.

Do

  • Cut words. Shorter is better
  • Break up text, use bullets, sub-heads etc

Don't

  • Have paragraphs longer than three sentences
  • Waffle
  • Use unnecessary words (‘like…’ ‘So…’)
Copy guidelines and dictionary
If you are writing content for emails, articles, our documentation or any Ably collateral, we have produced a document with copy writing guidelines and handy Ably dictionary reference.