For more effective writing, pay attention to these writing characteristics. In keeping with Cultivate Learning’s Content Development and Style Guide, translated materials should use the same style of voice as in the original documents.

Voice

Voice is the dominating feature that determines how our content will be perceived. It is the personality of Cultivate Learning. Cultivate Learning consists of educators. Our voice is professional but with an emphasis on plain language. Avoid academic language, acronyms, and jargon. Our voice communicates expertise in the field while also remaining accessible and human. It communicates reassurance and validation. It is friendly and positive, without crossing into warm, intimate, or silly.

Active Voice

Use an active voice. Introduce Cultivate Learning by name at first, but when speaking from the perspective of Cultivate Learning to an outward audience, alternate calling Cultivate Learning by name, and using first-person (e.g., we, us, our research, )

Example

Founded by Gail Joseph, associate professor of early childhood and family studies, Cultivate Learning started as a single program of three staff in a small office, with a grant from the Bill & Melinda Gates Foundation. Over the years, we have received backing and partnership opportunities from the Office of Head Start, the WA State Department of Early Learning, Child Care Aware, and others who believe deeply in our commitment to equity and access to research, practice, and continuing development of the highest quality.

Tone

While the voice is the overall personality of Cultivate Learning, the tone of our content will vary, depending on what medium or platform we use for written content, engaging with different audiences, or different situations.

Social Media

At times, Cultivate Learning uses social media like LinkedIn, Facebook, and Instagram to communicate with our audiences. Overall, our tone on social media should engage curiosity. It should be celebratory and upbeat about introducing new content or events. Our social media can engage, but not deeply. However, when more engagement is required, be an educator. When met with a question or a problem, thank the person, respond in a friendly but straightforward way, and think about simplifying the issue at hand. Mentioning or posting products or Cultivate Learning content is encouraged when relevant but should not be done as a form of marketing.

When responding to criticism, thank the person for their feedback, and attempt to address the problem with limited interaction. Respond in a helpful and friendly way, but unlike a customer experience company, the priority of our social media is to make our content available. Be friendly and end the interaction quickly, and do not try to engage in a lengthy exchange.

Blogs and Op-Eds

 The tone here should take pride in accomplished work, tell an impact story, and express a confident and hopeful outlook for future work. Quote others and make attributions in print stories. Be specific. Link out to other pages, websites, and our resources in blogs.

Newsletters and Press Releases

Use straightforward and impactful language. Use Associated Press (AP) style. (The Purdue OWL provides some common AP style guidelines.) Limit calls to action to one or two items. Readers are skimming and looking for important information, so direct them to salient content quickly. Newsletters can be friendly and even celebratory.