Writing goals and principles

At Castos, the words we write are used to...

Guide → Direct customers toward their goals. Minimize cognitive load while maximizing readability.

Empower → Inform and inspire our customers. Encourage them to make the most of our products.

Speak truth → Focus on the goals of our customers instead of the product.

Add value → Our customers should get more out of our products than they’re putting in.

Clear → Use simple words and phrases. Tell them exactly what to do, or what happens next.

Useful → Who is reading this and what do they need to know? Does it meet that need?

Friendly → Read your text aloud. If you were talking to a friend or colleague, would it

sound the same? Grammar rules don’t apply if it makes your writing more relatable.

Authentic → Be the expert, then write like one.

Simple → Get rid of every excess word. Short sentences and punchy fragments are welcome.