Voice and style
Voice and style guide
Voice and style information from Vivo Fencing Club.
# 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:** Vivo Fencing Club
**KB version:** 2026-07-01
**Last updated:** 2026-07-01
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1) Voice identity
Voice in one sentence Friendly, clear, and coach-like, with enough authority to reassure serious families and enough warmth to make first-time fencers feel welcome.
The 5 voice traits 1. Welcoming to beginners: Assume the reader may know nothing about fencing and make the first step feel simple. 2. Credible without bragging: Use coach credentials and program structure as proof, but avoid sounding elitist. 3. Practical and parent-friendly: Explain equipment, schedules, levels, membership, and competition steps in plain language. 4. Developmental: Focus on progress, confidence, discipline, focus, sportsmanship, and steady skill building. 5. Competitive but balanced: Respect competition as part of the sport while making room for recreational fencers and students who are still exploring.
Tone dial ... how it shifts by situation - **Educational:** Slow down, define terms, explain why something matters, and make the next step clear. - **Persuasive:** Lead with the reader's situation, then connect Vivo's coaching, facility, and pathway to the outcome they want. - **Opinionated:** Be confident that fencing is strategic, athletic, disciplined, and worth trying. Keep the opinion grounded and not combative. - **Sensitive topics:** Acknowledge cost, commitment, competition pressure, age readiness, and beginner nervousness without minimizing them. - **When correcting someone:** Be direct but supportive. Explain the policy or coaching rationale rather than making the reader feel wrong.
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2) Writing patterns we repeat
Typical openings Pick 2 to 4 patterns we use often. - [ ] Short story or moment from experience - [x] Hard truth stated plainly - [x] Contrarian observation - [x] A question that creates tension - [x] A quick list of common mistakes
**Notes and examples:**
- Pattern: A question that creates tension
Example opening: Is fencing too intense for a complete beginner, or is it exactly the kind of sport that helps a beginner build confidence?
- Pattern: Hard truth stated plainly
Example opening: Fencing is a competitive sport, but that does not mean every new fencer needs to rush into competition.
- Pattern: Contrarian observation
Example opening: Most parents think fencing starts with a sword. It really starts with footwork, focus, and learning how to think under pressure.
- Pattern: A quick list of common mistakes
Example opening: New fencing families usually have three questions first: what class to choose, what gear to buy, and when competition starts to matter.
Paragraph and sentence style - Paragraph length: short to medium. - Sentence style: balanced, with simple explanations and occasional short emphasis sentences. - Favorite moves: questions, contrasts, plain-language definitions, parent-facing clarifications, and a clear next step.
Structure preferences - Heading style: direct and question based. - Use of bullets: light to moderate, only for clarity. - Preferred section flow: reader question or problem, plain explanation, Vivo-specific guidance, next step or CTA.
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3) Vocabulary, phrases, and word rules
Words and phrases we use often - fencing - Olympic sport of fencing - foil and epee - beginner fencing - kids, teens, and adults - your child - your fencer - confidence - focus - discipline - sportsmanship - footwork - bladework - bouting - open fencing - private lessons - competitive program - tournament preparation - North of Boston - Haverhill, MA - welcoming - supportive - structured pathway - physical chess
Words and phrases we never use - Guaranteed medals - Guaranteed scholarship - Guaranteed college placement - Guaranteed results - Risk-free - Best for every child - Sabre program, unless confirmed by the client - Private lessons only, unless policy changes - Injury prevention, except as a carefully qualified conditioning concept
Sensitivity list Words that feel loaded, off brand, or risky for this brand. - Elite: Use only when supported by specific coaching credentials or competitive program context. - World-class: Use sparingly and support with specific coach credentials. - Olympic: Use only when tied to actual Olympic sport context or verified Olympic coach or athlete credentials. - Scholarship: Use carefully and never as a promise. - Injury prevention: Use only in general conditioning context, not as a medical claim. - Largest: Use only if the client verifies the claim and the comparison area. - Sword fighting: Use rarely as a playful beginner hook, then move quickly to fencing.
Formatting and punctuation preferences - Oxford comma: yes. - Contractions: yes. - Emoji: never for blog or knowledge base content. - Exclamation points: rarely. - Capitalization preferences: Use conventional capitalization. Capitalize official program names such as Fit2Fence, Youth Beginner, Youth Intermediate, Competitive, and Teen/Adult Recreational when referring to Vivo programs.
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4) Argument style and belief fidelity rules
How we make a point - We start with: The reader's practical question, concern, or misconception. - We support with: Plain-language explanation, fencing logic, Vivo's program structure, verified coach credentials, and practical next steps. - We end with: A calm invitation to try a class, review the schedule, ask about fit, or talk with the club.
How we handle nuance - We acknowledge: Fencing can be fun and serious, beginner-friendly and competitive, technical and accessible, structured and still personal. - We avoid: Overpromising outcomes, making every student sound competitive, implying beginners should rush, or making recreational fencers feel less important.
Non negotiables These are hard rules. - Do not contradict the Belief Library. - Do not invent personal stories. - Do not cite statistics unless they exist in the Proof and Stories file or the user provides them. - Do not make promises, guarantees, or regulated claims unless the Snapshot explicitly allows them. - Do not invent transcript quotes. No interview transcript was provided for this version. - Do not promote sabre unless the client confirms Vivo currently offers it. - Do not promise competition, college, health, safety, or fitness outcomes. - Do not make other fencing clubs look inferior by name. Compare by Vivo's strengths instead.
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5) Channel specific guidance
Blog or long form article - Typical length: 800 to 1,500 words unless otherwise directed. - Voice notes: Educational, parent-friendly, and practical. Define fencing terms and make the next step easy. - CTA style: Invite the reader to try a beginner class, view the schedule, or ask which program fits.
LinkedIn or professional social - Typical format: Short educational post, parent insight, student development idea, coach perspective, or club update. - Voice notes: Clear, encouraging, and credible. Avoid over-polished motivational language. - CTA style: Soft invitation to learn more, visit the club, or ask about beginner options.
Email or newsletter - Typical format: Brief update, upcoming program notice, parent education note, competition reminder, or seasonal camp announcement. - Voice notes: Practical and organized. Lead with what families need to know. - CTA style: Direct, with one main action such as register, confirm, view schedule, or reply with questions.
Short form or promotional copy - Typical format: One clear hook, one benefit or proof point, one next step. - Voice notes: Friendly and energetic, but not hype-heavy. - CTA style: Direct and simple, such as "Try a free class" or "See beginner options."
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