How we sound
- Friendly: we talk like a real person. Warm, approachable, human.
- Playful: learning should be fun, and our writing should reflect that. A touch of personality goes a long way.
- Purposeful: every sentence earns its place. We’re clear, direct, and we respect people’s time.
Words we use
- “Resources” (not “content”)
- “Remix” (not “copy” or “duplicate”)
- “Explore” and “create”
- “Learn by doing”
- “Ready-to-use”
- “Insight” and “journey”
Words we avoid
- Corporate speak: “leverage,” “utilize,” “optimize,” “synergy”
- Startup cliches: “revolutionize,” “disrupt,” “game-changing”
- Anything that talks down to teachers or implies they aren’t doing enough
Clarity over cleverness
If a sentence is clever but unclear, rewrite it. Our audience is busy. They’re teachers planning lessons at 10pm, parents helping with homework after work, and school administrators juggling a thousand things. Respect their time with clear, direct language.Respect teachers
This is non-negotiable. Teachers are professionals doing incredibly hard, important work. We never:- Imply teachers aren’t doing enough
- Suggest technology replaces teaching
- Suggest that Edzo “fixes” something broken about education