Natural Awakenings' Style Guidelines

Establish a strong lead paragraph and compelling close.
Remember the five Ws: who, what, where, when and why.
Write in third-person news style for briefs & most articles (them/they/those/people/attendees).
Alternatively, for articles, use we/our/us. Avoid the less formal second-person ‘you’.
Use a clear, logical order for content.
Use action verbs (E.g., ABC offers; not ABC is offering).
Use plain language and briefly define technical terms.
Keep sentences and paragraphs short.
Include short anecdotes or case studies to illustrate key points–then expand the focus to a wider context.
Use strong, genuine quotes to aid in reader identification.
Add credibility with scientific studies, statistics and updates on trends.
Single space after periods.
Punctuation "inside" quotes.
When a special term is in quotes, the comma or period belongs outside of the final quotation mark (example: “uber-delicious”.)
“Who” is used only when referring to a specific, named person. “That” is used for a member of a group. (Example: The judge that ruled; Judge Jones, who ruled)
When listing items in a series, the final item is not preceded by a comma (Example: one, two, three and four). In other words, we do not use the Oxford comma unless it is needed for clarity