Before you write for MP Cloud, it’s important to think about our readers. While we need to be clear about who we are, what we do, and how we do it; we must keep the focus on the reader’s perspective and needs. We should write as though we’re speaking directly to the reader, one-on-one in casual conversation.
Whether it’s an email to a client or an article to be published on our website, we want our writing to be clear and consistent.
Ask yourself:
We generally subscribe to the Chicago Manual of Style and Orwell’s Rules for all our content, and have added a few of our own to further guide you in your writing.
Avoid using industry or project specific acronyms wherever possible. It might feel like extra words to spell things out, but it’s necessary. The people who know the acronyms will glide right past the full phrase, while the people who don’t will get stuck on the acronym and it will impair their ability to follow along.
Contractions, idioms, slang, and pop-culture references are totally okay — so long as doing so is consistent with our voice and won’t distract from making the point. We’re all cool with saying “y’all” if it helps get the message across. Ya dig?
Commas save lives. Consider: “Let’s eat, Grandma!” vs “Let’s eat Grandma!”. The Oxford Comma is the difference between having a breakfast of eggs, toast, and orange juice - and a breakfast of eggs, toast and orange juice. You get the point.
Headings should be less than 12 words, and should always be in Title Case.
(e.g. “Why Now Is the Best Time to Invest in New Technology”)
Paragraphs should be as short as possible and easy to scan in the page. Typically each paragraph should be between 30 and 100 words.
We always use Smart Quotes in our writing.
See smartquotesforsmartpeople.com for more info.
All dates and times are written using the following formats:
A call to action is typically on a button or image, and should be active and exciting.
Some words are more effective than others.
Persuasive Words
yourself results love money health discovery save easy proven new safety guarantee free why announcing sale yes how now benefits fast secrets suddenly now announcing introducing improvement amazing sensational remarkable revolutionary startling miracle magic offer quick easy wanted challenge compare bargain hurry
Strong Verbs
accelerated achieved administered analyzed arranged built completed conceived conducted confirmed consolidated contacted contracted controlled converted created cut delivered demonstrated designed developed directed doubled edited eliminated established exhibited expanded founded generated handled headed implemented improved improvised increased installed invented launched led managed maintained negotiated operated organized originated oversaw performed planned prepared presented produced promoted proposed provided purchased recommended reduced renewed researched revised serviced sold solved sparked strengthened structured succeeded supervised supported taught transferred transformed translated trimmed unified verified won worked