Change your words. Change your world.

Writing Guidelines

For Articles & Social Captions

Your writing is one of the most powerful tools you have to position yourself as an expert, deepen trust with your audience, and show the practical impact of Exactly What to Say®.

These guidelines will help you:

  • Keep your content clear, on-brand, and high-value.
  • Avoid the common mistakes that weaken credibility.
  • Use AI in a way that supports your voice rather than replacing it.

1. Audience Clarity First

Before you write anything, make sure you’ve done the 3x3x3 exercise.

Your 3x3x3 gives you a content foundation for every article or caption you create.

If you haven’t completed it yet, do this first – it will save you time, improve quality, and make your writing far more relevant.

3 core audiences

Who you help most.

3 key challenges

each audience faces.

3 solutions

you can offer for each challenge.

2. Writing Articles

Length & Structure

  • Word count: 500-1,200 words
  • Use sub-headings to break up text.
  • Even better: create a step-by-step, checklist, or framework to help the reader apply your point.

Content Approach

  • Relate Exactly What to Say® principles to your own work or experience.
  • Show how a principle solves a real challenge your audience faces.
  • Position yourself as an expert in your field – your audience should feel they’re learning from a specialist who understands them.
  • You don’t need to force an EWTS phrase into every article – but keep it grounded in our principles.

Tone & Voice

  • Professional, precise, and audience-first.
  • Avoid over-explaining Magic Words – use them naturally.
  • Keep sentences concise but not abrupt.

3. Writing Social Captions (LinkedIn & Instagram)

Core Principles

  • One clear point per post – avoid cramming multiple topics.
  • Focus on insight, perspective, or a practical takeaway.
  • Respect attention spans – keep it punchy and structured for quick reading.

Structure Example

  1. Hook – Grab attention in the first 2–3 lines (without clickbait).
  2. Value – Share the insight, principle, or quick story.
  3. CTA – Invite action in a natural way. Examples:
    • “Comment QUESTIONS below and we’ll DM you a 3-minute prep sheet.”
    • “What’s the best question you’ve asked this week?”

Style Guidance

  • No emoji overload – the 🧡 orange heart may be used sparingly and never mid-sentence as a word replacement.
  • Avoid AI clichés or filler phrasing.
  • LinkedIn captions can be a little longer than Instagram captions, but both should get to the point quickly.

4. We Strongly Advise Against…

To keep your writing credible and fresh, avoid overused and generic copywriting patterns, including:

  • The “It’s not X – it’s Y” construction.
  • “Story time” intros that announce you’re about to tell a story.
  • Emoji-stuffed sentences or replacing words with emojis.
  • AI-generated cliché phrases that sound dramatic but empty (e.g., “game-changer,” “level up,” “unlock your true potential”).

Instead:

  • Use specific, concrete language.
  • Let your examples and insights carry the impact.

5. Using AI to Write Copy – Best Practice

AI can speed up writing, but it should never remove your voice. Here’s how to keep control:

  • Use AI to generate first drafts or alternative phrasings – then edit heavily in your own style.
  • Give AI clear prompts: specify audience, tone, and the EWTS principle you want to highlight.
  • Feed AI your past writing samples so it learns your style.
  • Never post AI-generated copy without reviewing and refining – your credibility depends on it.
Download Prompts Guide

6. Before You Submit an Article

Always check:

  • Is the word count 500-1,200 words?
  • Have you included sub-headings or – even better – a step-by-step or checklist?
  • Have you related EWTS and its principles to your own work/experience?
  • Does the article position you as an expert in your field?
  • Have you proofread it? (We will check it, but please read through before submitting.)

Final Note

The best content doesn’t just share an idea – it shows the audience how that idea works for them. When you ground your writing in your audience’s challenges, keep it clean of clichés, and stay close to EWTS principles, you’ll create work that’s both credible and memorable.