All client-facing content, including interview questions, outlines and drafts, should use clear and consistent formatting:

• Use Calibri body fonts.
• Headline font sizes should be 16pt bold.
• Subheads should be 14pt italics.
• Body copy should be 12pt.

• white paper
• e-book
• g-book
• website (one word, lowercase)
• web
• email
• Internet
• best-in-class
• e-commerce
• C-suite
• click-through

In a series of three or more, do not use a comma before the final "and" unless required for clarity.

Example: The company offers loyal customers special deals, discounts and coupons.

Example: The company offers loyal customers special deals, discounts, and coupons or cash-back offers.

Use periods at the end of complete sentences; otherwise, no punctuation at the end of a bullet point. (Note that imperative sentences such as “Forge alliances within the C-suite are indeed complete sentences.)

Use numerals rather than spelling out numbers.

Always use numeras folr percentages and decimal-point numbers, and use a percent sign for percentages (e.g. 150%)

Write out the months March, April, May, June and July.

Use three-letter abbreviations for all other months.

Use the time-date-place rule (e.g. "The holiday sale will begin at midnight on Nov. 25, 2011, at the Garden State Park Mall.")

Reserve the use of ampersands (&) only for headlines and subheads, and even then try to avoid using them if possible. Never use ampersands in body text unless it is part of a company name (e.g. Dun & Bradstreet)

Dashes in sentences should use em dashes with one space before and after.

• very
• really
• virtually
• practically
• super
• special
• unique (unless used correctly)

• Use present tense in quote attributions (e.g. "says" not "said").
• List job titles after the source's name, and capitalize the job title.
• Abbreviate common C-level titles (e.g. CEO, CMO, CFO) but spell out titles that are rare or unusual (e.g. Chief People Officer).
• Use only last names on second reference.
• Italicize the names of reports and research studies (e.g. The Aberdeen Group just published its Fourth Annual CEO Drinking Habit Study).
• Avoid starting sentences with the source's name.
• Footnotes are not necessary when data is attributed within the text.
• Footnotes should include name of source, title of report/article (hyperlinked to URL) and date published.
  Example: Entrepreneur magazine; "Twist of Fate," July 1, 1996

Avoid using passive voice whenever possible. Writers and editors should know the difference between active and passive voice.

When referring to businesses or other organizations, refer to them in third-person singular ("it" "its") rather than plural ("they" "their"), and try in general to minimize this usage.

Refer to quarterly results as Q1, Q2, etc. and fiscal years as "FY."

Headlines and subheads should use initial caps (lowercase articles) and bold type (e.g., This Is a Good Subhead).

Avoid using "we" when describing the contents of a content asset. Find a more active way to summarize or describe the content. Exception: May be appropriate when client wants to impart their strong POV.

Avoid beginning sentences with prepositions unless they are part of a direct quote.

It is acceptable, within reason, to correct grammar errors in direct quotes. Always use your best judgment in such matters.

Double-check business names and individual names/job titles.

Use "more than" instead of "over" when referring to numbers or percentages.

Avoid using URLs in copy unless it makes sense. Use links instead.