Ops Forward writes like a thoughtful person sitting across a table, not a marketing engine. Sentences are short. Verbs are concrete. Claims are modest.
Core rules
Person. Use “we” for the studio and “you” for the reader. Avoid the third person (“Ops Forward helps…”) — it creates distance.
Casing. Sentence case everywhere — headings, buttons, labels, nav items. No Title Case Marketing Headings.
Tone. Declarative, not exclamatory. End sentences with periods. No one needs to know you’re “excited to share.”
No emoji. Anywhere. Not in copy, not in section headers, not as “fun” visual cues.
Numbers are specific. “Two weeks”, “6 months”, “weekly 1:1” — never vague (“fast”, “quick”, “immediate”).
Button copy
Buttons are action + object. Not vague affordances.
| Do | Don’t |
|---|---|
| Book a call | Get started |
| Read the notes | Learn more |
| Send to client | Submit |
| Invite team | Add user |
| Save changes | Update |
| View engagement | See more |
Words to avoid
These phrases signal that someone is performing marketing rather than speaking plainly:
- “10x”, “unlock your potential”, “world-class”
- “game-changing”, “supercharge”, “take it to the next level”
- “seamless”, “effortless”, “frictionless”
- “leverage”, “utilize”, “synergy”
- “best-in-class”, “cutting-edge”, “state-of-the-art”
Use the plain version: “better” instead of “best-in-class.” “Works well with” instead of “seamlessly integrates with.”
Accessibility in copy
Write link text that makes sense out of context — screen readers often navigate by links alone. “Read the engagement notes” beats “click here.”
Avoid directional instructions (“see the button above”, “in the left panel”) since users may not be looking at the page visually.