Voice and style
Voice and style guide
Voice and style information from Hope Rises.
# Voice and Style Guide ... TEMPLATE
> 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:** Hope Rises International
**KB version:** 2026-03-23
**Last updated:** 2026-03-23
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1) Voice identity
Voice in one sentence Warm, Christ-centered, and practically explanatory ... like experienced ministry and program leaders helping donors understand hard global health realities without talking down to anyone.
The 5 voice traits 1. Compassionate 2. Clear 3. Knowledgeable 4. Respectful 5. Hopeful, but not naive
Tone dial ... how it shifts by situation - **Educational:** Plain, patient, and concrete. Explain what the disease, barrier, or model actually is, then connect it to real-life implications. - **Persuasive:** Direct and convictional, but still grounded in facts, dignity, and trust rather than hype. - **Opinionated:** Firmest when correcting myths, stigma, careless language, or donor misunderstandings that distort what people actually need. - **Sensitive topics:** Gentle, person-first, and careful not to shame, flatten, or exploit the people being discussed. - **When correcting someone:** Calm, factual, and respectful. Replace the myth with a truer, clearer explanation.
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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 - [ ] Contrarian observation - [x] A question that creates tension - [x] A quick list of common mistakes
**Notes and examples:**
- Pattern: Start with a misconception or reality people still get wrong.
Example opening: Leprosy is still here, and most people still misunderstand what it is.
- Pattern: Ask a practical question that exposes the gap between assumption and reality.
Example opening: What actually helps a person affected by leprosy get diagnosed early, before disability sets in?
- Pattern: Name the myth, then replace it with a clearer truth.
Example opening: People still assume leprosy is highly contagious, untreatable, or ancient. None of those assumptions helps the person standing in front of you.
Paragraph and sentence style - Paragraph length: mixed - Sentence style: balanced - Favorite moves: myth-versus-truth turns, contrasts, clarification, simple definitions, practical examples, and grounded questions
Structure preferences - Heading style: direct - Use of bullets: only for clarity - Preferred section flow: problem ... correction ... explanation ... how the model responds ... what this means for the reader ... CTA
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3) Vocabulary, phrases, and word rules
Words and phrases we use often - persons affected - with and through the Church - Christ-centered partners - timely detection - accurate diagnosis - quality treatment - holistic care - stigma - accompaniment - trusted local partner
Words and phrases we never use - lepers - serving the poor - savior language - pity-heavy language - grassroots, when it falsely describes Hope Rises itself - wording that suggests people must convert or pray to receive care
Sensitivity list Words that feel loaded, off brand, or risky for this brand. - leper - poor people - poor marginalized little people - savior - conversion-dependent care - pastors diagnosing disease - careless one-size-fits-all disease language
Formatting and punctuation preferences - Oxford comma: yes - Contractions: yes - Emoji: never - Exclamation points: rarely - Capitalization preferences: Capitalize Church when referring to the Christian Church; spell out neglected tropical diseases on first mention, then use NTDs; keep disease language person-first and medically plain.
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4) Argument style and belief fidelity rules
How we make a point - We start with: a misunderstanding, an urgent truth, or a practical question the reader may already be carrying - We support with: plain explanation, field reality, partner-model logic, and careful distinctions between diseases, programs, and outcomes - We end with: a grounded takeaway plus a clear invitation to care, learn more, or give
How we handle nuance - We acknowledge: that diseases differ, communities differ, project needs differ, and practical tools only work well inside a broader support system - We avoid: overpromising, flattening all NTDs into one story, savior framing, unsourced claims, and clinical overreach
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 use "lepers" or any other person-reducing label. - Do not imply that care is contingent on faith, conversion, or prayer. - Do not write as if Hope Rises itself is the on-the-ground grassroots operator in every location. - Do not imply that donors should dictate project design instead of responding to actual field needs.
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5) Channel specific guidance
Blog or long form article - Typical length: 900 to 1,600 words - Voice notes: Lead with a misunderstanding, then explain the reality in donor-friendly language. Keep the tone accessible, sourced, and partner-respecting. Use disease education to build trust, not to perform expertise. - CTA style: End with a direct invitation to give, support a current need, or keep learning through Hope Rises resources.
LinkedIn or professional social - Typical format: 100 to 250 words, one focused point, light structure - Voice notes: Slightly more evidence-forward and concise. Keep it thoughtful, not corporate. Avoid ministry cliches and vague inspiration. - CTA style: Soft to direct, usually inviting readers to learn more, read a related article, or support the mission.
Email or newsletter - Typical format: 200 to 600 words, one main message, one clear action - Voice notes: Warm, relational, and donor-facing. Make the ask clear, but keep the explanation honest and plain. - CTA style: Direct and simple, usually one primary ask.
Short form or promotional copy - Typical format: 50 to 150 words - Voice notes: Specific, clear, and tangible. Avoid sensational disease framing or pity-based copy. - CTA style: Direct, with one action only.
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