This is the Western Michigan University Libraries Content Style Guide. It helps us to write clear and consistent content across different channels. Please use it as a reference when you’re writing for University Libraries.
Introduction
University Libraries' content adheres to the WMU Writing Style Guide. Nearly all of the recommendations in the WMU guide are consistent with AP style (Associated Press Stylebook). See the Libraries Web Style Guide for style tips specific to the web.
Source: styleguide.mailchimp.com, Creative Commons Attribution-Noncommercial 4.0 International license
Writing goals
With every piece of content we publish, we aim to:
Empower
Help people understand University Libraries by using language that informs them and encourages them to make the most of our resources and services.
Respect
Treat readers with the respect they deserve. Put yourself in their shoes, and don’t patronize them. Remember that they have other things to do. Be considerate and inclusive. Don’t market at people; communicate with them.
Educate
Tell readers what they need to know, not just what we want to say. Give them the exact information they need, along with opportunities to learn more. Remember that you’re the expert, and readers don’t have access to everything you know.
Guide
Think of yourself as a tour guide for our readers. Lead them through our print materials or online presence by communicating in a friendly and helpful way.
Speak truth
Understand the University Libraries' place in our users’ lives. Avoid dramatic storytelling and grandiose claims. Focus on our real strengths.
Writing principles
In order to achieve those goals, we make sure our content is:
Clear
Understand the topic you’re writing about. Use simple words and sentences.
Useful
Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?
Friendly
Write like a human—friendly. All of our content should be warm, and not academic.
Appropriate
Write in a way that suits the situation. Just like you do in face-to-face conversations, adapt your tone depending on who you’re writing to and what you’re writing about.
One way we write empowering content is by being aware of our voice and our tone. This section explains the difference between voice and tone, and lays out the elements of each as they apply to University Libraries.
Voice and tone
What’s the difference between voice and tone? Think of it this way: You have the same voice all the time, but your tone changes. You might use one tone when you're out to dinner with your closest friends and a different tone when you're in a meeting with your boss.
Your tone also changes depending on the emotional state of the person you’re addressing. You wouldn’t want to use the same tone of voice with someone who’s scared or upset as you would with someone who’s laughing. The same is true for University Libraries. Our voice doesn’t change much from day to day, but our tone changes all the time. The tone can be formal, informal, serious, comic, sad or cheerful, or it may be any other existing attitude. Choose what is appropriate for your message and audience.
Voice
University Libraries’ voice is human—helpful. It’s familiar, friendly and straightforward. Our priority is explaining our resources and services and helping our users get their work done. We want to educate people without patronizing or confusing them. One way to think of our voice is to compare what it is to what it isn’t. University Libraries’ voice is:
- Helpful but not overbearing
- Expert but not bossy
- Smart but not arrogant
- Informal but not sloppy
Tone
University Libraries’ tone is usually conversational, but it’s always more important to be clear than informal. When you’re writing, consider the reader’s state of mind. Are they confused and seeking our help? Are they curious about a new service we offer? Once you have an idea of their emotional state, you can adjust your tone accordingly.
Adhering to certain rules of grammar and mechanics helps us keep our writing clear and consistent. University Libraries' content follows WMU Writing Style Guide standards. Here are a few key elements of writing in the University Libraries’ voice.
Style tips
Basics
- Write for all readers. Some people will read every word you write. Others will just skim. Help everyone read better by grouping related ideas together and using descriptive headings and subheadings.
- Focus your message. Create a hierarchy of information. Lead with the main point or the most important content, in sentences, paragraphs, sections and pages.
- Be concise. Use short words and sentences. Avoid unnecessary modifiers.
- Use active voice. Avoid passive voice.
- Write in a conversational tone. Address the reader directly and write in second person. Second person writing involves using pronouns "you", "your" and "yours."
- Be specific. Avoid vague language. Cut the fluff.
- Avoid slang and jargon. Write in plain English.
- Be consistent. Stick to the copy patterns and style points outlined in this guide and the WMU Writing Style Guide.
- Write positively. Use positive language rather than negative language.
Active voice
Use active voice. Avoid passive voice.
In active voice, the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it.
- No: The account was logged into by Marti.
- Yes: Marti logged into the account.
Words like “was” and “by” may indicate that you’re writing in passive voice. Scan for these words and rework sentences where they appear.
One exception is when you want to specifically emphasize the action over the subject. In some cases, this is fine. For example: Your account was flagged by our abuse team.
Capitalization of Libraries-related names
- University Libraries (capital “U” and “L”)
- Waldo Library (capital “W” and “L”)
- libraries in any other context (lower case “l”)
- Guest Borrowers Card (capital “G”, “B” and “C”)
- Bronco Card (capital “B” and “C”)
Commas
When writing a list, do not use the serial comma (also known as the Oxford comma).
- No: Coming later this summer is a great new graduate collaboration, study, and meeting space.
- Yes: Coming later this summer is a great new graduate collaboration, study and meeting space.
Slang and jargon
Write in plain English. If you need to use a technical term or library jargon, briefly define it so everyone can understand.
Write positively
Use positive language rather than negative language. One way to detect negative language is to look for words like “can’t”, “don’t", etc.
- No: You can't check out an item if you don't have an account.
- Yes: To check out an item, use your account.