Guidance and Guidelines for Writing

You are writing for a blog on a service that provides academic writing and editing
services. The audience is both academics and those in science-related businesses.
Despite this, they’re normal people and they want to read interesting things – not overly
formal and not overly technical. Also, because they have varying specialties, the
language should be reasonably accessible for non-specialists.

Think of the articles you like to read, and why you like them. Are they stuffy and overly
formal, or are the relaxed and natural (even if they’re on a more technical topic)? Why
do you like them?

Imagine you are writing your post/article to just that person, in language they would use.
Talk to them as if they’re your friends and you’re explaining something to them.

Write like a human being, not a teacher or a robot.

Whenever you are writing a post, always be asking yourself:

1. Does this sound natural when I read it aloud?
2. Is this valuable? / Is this something they’ll want to know? / Does this merit their time
spent reading it?
3. Am I personally proud of this work?

If the answer is “no” to any of these, rethink what you’re writing about, add details and
evidence, do more research, or consider changing your topic or course. Good writers
are never afraid to throw everything away and start again. Never fall in love with an
idea. Always be ready to learn from what you did and start again.

Style guidelines:
-US English with serial comma (apples, lemons, and oranges)
-Single line spacing, left-justified
-12-point Arial font
-The minimum word count is in the contract, and there is no maximum; there is no
maximum but consider if those extra words are really necessary or they’re just fluff/filler.
-Maximum 6 lines or 4 sentences in a paragraph; even 1-line paragraphs are
sometimes OK; i.e., don’t write a blog like you would write an essay.

-Avoid passive voice, always seek active voice

Bad: It was found by researchers that 19 in 20 people like apples more than oranges.
Good: Researchers found that 19 in 20 people like apples more than oranges.

-Do your research! A blog post written off the top of your head and with no references
will be immediately sent back for revision. Unless you are already an influencer, you
need to find sources for your assertions. And even if you are an influencer, solid data
and other sources will bolster your writing.
Use specific examples, specific names, specific data
Bad: Everyone these days is using social media. Look around and it seems like
everyone’s glued to their phones. We see it everywhere.
Bad: We all know social media is all over the place. You probably check your Facebook
50 or 100 times a day!
Good: A recent study by the American Marketing Association [link] shows 90% of adults
in OECD countries use social media every day.
Good: What’s the first thing you do in the morning after you shut the alarm off? If you
check your Facebook or other SNS, you’re not alone. Blogger Neil Patel reports that
75% of all people sleep with their phone next to their bed and check it first thing in the
morning.

-Use “you” as if you were writing directly to one person. However, never use “I” and
avoid using “we”.
-Use contractions (don’t, can’t, I’m, etc.) as you would if you were talking.
-Avoid exclamation points! They make you look insecure and immature. Limit yourself to
two, if you must use them at all.
-ALWAYS spellcheck and grammar check – you were hired because of your good
English though I don’t expect you to be perfect; but there’s no excuse for basic typos

Post structure

Title: Sometimes it’s best to save this until last, but if you start with one, be prepared
to change it; feel free to make it catchy/cute/creative

Introduction and lead-in

-Use an example or something interesting to grab the reader’s attention. Tell them
what they will find/learn in this article. Segue to the first part.

Heading 1

Heading 2

Heading 3

Heading 4 (this is the minimum number of headings; use more as appropriate)

(Further Headings)

Conclusion
-Tie it together, give the reader the takeaways, end on a positive and actionable note.