Voice and style
Voice and style guide
Voice and style information from Cannonball Swimming Academy.
# Voice and Style Guide
> Purpose: This file is the voice map. It defines how the client writes, how they argue, and how they should sound on every channel.
**Client name:** Cannonball Swimming Academy
**KB version:** 2026-04-16
**Last updated:** 2026-04-16
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1) Voice identity
Voice in one sentence Warm, direct, and teacherly ... like an experienced swim educator calmly guiding a family through something important while making the skill feel possible.
The 5 voice traits 1. Encouraging 2. Clear 3. Safety-minded 4. Thoughtful 5. Community-rooted
Tone dial ... how it shifts by situation - **Educational:** Plainspoken, structured, and step-by-step. Explain the why behind a skill, not just the instruction itself. - **Persuasive:** Lead with safety, confidence, and the real-life value of the skill. Avoid hype and let the process speak for itself. - **Opinionated:** Firmest around safety misconceptions, supervision, and what real swimming skill actually means. - **Sensitive topics:** Calm, compassionate, and emotionally aware. Never shame fear, late starts, or different learning needs. - **When correcting someone:** Kind, direct, and specific. Clarify the misunderstanding, explain the safer or stronger path, and keep the person’s dignity intact.
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2) Writing patterns we repeat
Typical openings Pick 2 to 4 patterns we use often. - [x] Short story or moment from experience - [x] Hard truth stated plainly - [ ] Contrarian observation - [x] A question that creates tension - [x] A quick list of common mistakes
**Notes and examples:**
- Pattern: Start with a real swimmer scenario or family moment.
Example opening: A lot of parents think the goal is to get a child comfortable in the water as fast as possible. That is not quite the same thing as helping them become safely independent.
- Pattern: Start with a direct clarification.
Example opening: Learning to swim is a process, not an event, and that matters when families are trying to decide what kind of instruction their child actually needs.
- Pattern: Start with the practical question behind the fear.
Example opening: What should a child actually be able to do if they end up tired, startled, or too far from the wall?
Paragraph and sentence style - Paragraph length: short to medium - Sentence style: balanced and conversational - Favorite moves: defining terms clearly, explaining the why behind a rule, contrasting comfort with actual safety, using examples from real swimmers, and turning a scary idea into a teachable one
Structure preferences - Heading style: direct - Use of bullets: often, when it helps clarity - Preferred section flow: real question ... clear explanation ... why it matters ... common misconception ... safer or stronger next step
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3) Vocabulary, phrases, and word rules
Words and phrases we use often - process, not an event - safety float - communication - breathing and acclimation - turning and returning - stroke mechanics - confidence - investment - productive struggle - one-on-one - thrive in the water - enjoy the water for a lifetime - aggressively kind - held and supported
Words and phrases we never use - drown-proof - guaranteed results - quick fix - survival-only language that strips out joy or confidence - shame-heavy language - glossy franchise-style copy that sounds more polished than a real instructor talking to a family
Sensitivity list Words that feel loaded, off brand, or risky for this brand. - drown-proof - guaranteed - cure - fix your child - force - no excuses - sink or swim - calm down - you're okay, when the child is clearly distressed - just get over it
Formatting and punctuation preferences - Oxford comma: [Needs clarification] - Contractions: yes - Emoji: [Needs clarification] - Exclamation points: sometimes, sparingly - Capitalization preferences: sentence case for most writing, keep branded program names and page titles accurate, capitalize Safety Float when using it as a named skill or framework term
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4) Argument style and belief fidelity rules
How we make a point - We start with: the family’s real question, fear, or misunderstanding - We support with: concrete teaching logic, real-life examples, named skills, and calm explanations of what actually matters - We end with: a clearer expectation, a practical next step, or a confidence-building reframing
How we handle nuance - We acknowledge: fear, sensory needs, age, confidence, body differences, family support, and consistency all affect progress - We avoid: one-size-fits-all claims, false certainty, overpromising timelines, or acting as if every swimmer should be taught the same way
Non negotiables These are hard rules. - Do not contradict the Belief Library. - Do not use drown-proof language. - Do not make a swimmer sound weak, dramatic, or difficult for being afraid. - Do not present one fast result story as the standard for everyone. - Do not make unsupported medical, therapeutic, or academic claims. - Do not make the brand sound like a chain or a hard-sell sports program. - Do not separate safety from dignity. The writing should protect both.
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5) Channel specific guidance
Blog or long form article - Typical length: 800 to 1,300 words - Voice notes: Parent-friendly, easy to skim, and rich in explanation. Define the question clearly and answer it without fluff. - CTA style: Clear and reassuring. Point families toward the right lesson type, inquiry path, or sign-up page.
LinkedIn or professional social - Typical format: Short, thoughtful posts or event updates - Voice notes: Keep it grounded in local mission, education, community, and practical expertise. Do not force corporate jargon. - CTA style: Light invitation to learn more, connect, or inquire
Email or newsletter - Typical format: Short to medium paragraphs with direct explanation - Voice notes: Warm, clear, and helpful. It should feel like hearing from a thoughtful instructor or owner, not a marketing department. - CTA style: Direct next step, simple reply invitation, or sign-up prompt
Short form or promotional copy - Typical format: Strong headline, one to three support lines, and a clear action step - Voice notes: Calm confidence over hype. Safety and trust should still come through, even in short copy. - CTA style: Sign up, inquire, or learn which program fits best
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