Created for Ekklesia 360 (a ministry partner providing SaaS website support and strategic coaching for churches), this guide will set out examples and guidance for content, formatting, tone, and feel for our internal and external communications. Firm rules, harsh punishments, and no mercy!
- Message: Our product is going to work -- and make your work better. We are your Ministry Partners. We care about being good stewards, discipleship and evangelism.
- Language: Conversational, simple, no unexplained jargon, and clear. Active voice.
- Tone: Confident, informative and understanding. Relatable, conversational, and sincere.
- Content: Thought leadership content, testimonials, reviews
- Voice: Trusted experts who understand what it’s like to lead a church..
The audience, communicators and pastors, are looking for;
- Information: Clear and professional. Fact-driven and confirmed by industry bodies.
- Reassurance: Their work has eternal consequences, they need to feel our care.
- Validation: They want to know that other churches have used and trust our services.
Although this content and tone might drift between emotional and functional, the voice remains consistent. This is what builds loyalty and trust between us and our audience.
Ekklesia 360 Style Pillars (the three words of our voice):
1. Straighttalking. [honest/genuine/]
- What does it mean? Clear, concise and direct.
- What it doesn’t mean? Rude, dumbed down or aggressive.
How do I convey straighttaking? Tips & Tricks.
- Be focused and get to the point. Be sure to plan your key messages and action points before you create the content. Stick to one theme at a time.
- Think about the audience Is price, service or reputation important to them? How can you be as simple as possible without losing impact?
- Consider your content options A straighttaking voice wouldn’t be suited to long-winded articles or hour long seminars. Think direct and opt for short videos or snippets of copy.
How not to convey straighttalking!
- Using a passive tone Stay active and use first person.
- Avoid repetition and try and keep bodies of copy to short paragraphs and no jargon.
- Steer clear of cliches and overused metaphors they will dilute your voice.
2. Reassuring. [professional/practiced/been there, done that]
- What does it mean?
- What it doesn’t mean?
How do I convey Reassuring? Tips & Tricks.
How not to convey Reassuring:
3. Conversational. [partner/friend/we’re on your team/church background]
- What does it mean?
- What it doesn’t mean?
How do I convey Conversational? Tips & Tricks.
How not to convey Conversational:
Setting a Voice:
- Use three words to express your personality. (the yes and the no)
- Identify what makes you stand apart
- Listen to your audience.
- Don’t force ‘engagement’
Common grammar and punctuation questions.
Q: What “official” style guide do we use and like?
A: I suggest Strunk and White (for brevity and readability over one of the more complicated and detailed ones).
Q: What do we capitalize?
A: In addition to normal grammar, (proper nouns and the beginning of sentences), all product names are capitalized. Titles. Subheadings? (little words, too?)
Q: What do we abbreviate and how?
A: FYI, ASAP, CMS, ChMS, MFL, CSP, … … … …
Q: Do we spell out numbers?
A: Numbers lower than 10 get spelled out, 10 and higher use numerals. Unless there is a reason to do otherwise.
Q: How do we spell industry words that have no definitive spelling, i.e., websites or web sites? eBooks or ebooks?
A: We try to use the the most commonly used version. In this instance, websites or eBooks.
Q: Do use the Oxford comma?
A: I want to, but so much already doesn’t have it. probably not
Q: Should I use a passive or active voice?
A: Active. Almost always active. Rewrite if necessary.
Q: Do I write in first person?
A: When appropriate. Our conversational style lends itself to first person.
Q: How do we handle jargon?
A: We walk a fine line between educating our reader and assuming they know. Perhaps working towards an online glossary (blog post idea) we can link out to instead of defining everything.
Formatting Dos & Don’ts
Formatting Do:
- Keep content titles short.
- Keep paragraphs short.
- Use bullet points to list features or additional points.
- When using bullet points, try to keep grammar consistent for readability.
- When relevant, include source references as footnote text. (Author name, publication/source, year)
- Italicize quotations.
- Do use one space after a period.
Formatting Don’t:
- Never use dashes in place of bullet points.
- Don’t use underlining to emphasize content.
Additional Topics:
Spelling of Ekklesia 360 products and services:
- Ekklesia 360 or e360
- Theme names: l’Engle, Strong,
- Monklet
- Strategy Services can give strategic advice
- Onsite Workshop
- eWorkbook
- eBook
- CMS v. ChMS
- Ministry Focused Layouts or MFL
Church Specific words:
- consider the tone choice with words like these: congregation/community/family/membership/pews/campus/team/band/
- Sunday School (both caps)
- VBS (no periods)
- Pastor Miller or the pastor
Tech Words:
- responsive (no caps)
- mobile-friendly
