Writing style guide

Principles for clear, concrete explanatory writing. The same rules work for any topic.

Banned phrases

Signposting. Do not use "it's not (just) X, it's Y" or any variation (e.g. "The answer isn't X, it's Y", "It's not about X, it's about Y", "That's not X. That's Y.", "Not X. Not Y. Z.", "This doesn't mean X. It means Y."). Prefer direct, concrete statements.
Colons in prose. Use colons only to introduce an actual structured list (bullets, table, numbered steps). Do not use a colon to lead into a run-on phrase or a second clause in prose; use a period or semicolon instead.
Em-dashes. Use em-dashes only for mid-clause interjections (—like this—). For end-of-sentence clarification or afterthoughts, use a semicolon instead.

Every section should be grounded in specifics the reader can picture.

Named scenarios. Use a short, plausible scenario with a role and numbers: "The bed gets six hours of sun; the soil is heavy clay." "She bakes two loaves every Sunday; her starter is three years old." "First run after a break: 20 minutes, easy pace."
Specific numbers. Use real-feeling numbers: 65% hydration, 24°C, 3 nodes above the graft; 2 weeks cold proof, 450 g flour; 10 km, 3 times a week. Avoid "X" or "your amount" when a concrete number illustrates the point.
Before/after. Where it helps, spell out before and after in one or two sentences: what changed, and what the outcome is.
Time-bound steps when relevant. "Day 1: mix and rest. Day 2: fold and shape. Day 3: bake." Concretes the sequence.
One clear takeaway per block. Each paragraph or highlighted example should leave the reader with one thing they can do or one idea they can reuse.

Opening. One or two short paragraphs: concrete situation and specifics, then the principle. Optional blockquote for one punchy line.
Sections. 2–4 sections with concrete headings ("What goes wrong", "When to prune", "Two common mistakes", "What good looks like"). Each section: short intro if needed, then concrete bullets or paragraphs with numbers and scenarios.
Contrasts. Use a distinct before/after or a single worked example when it deserves a visual break. Not every piece needs one.

Use them to break up the text and make key ideas scannable.

Bold: Outcomes, rules, key phrases, numbers you want to stick ("Proof until doubled.", "Prune to an outward-facing bud.", "Rest 30 minutes before shaping.")
Italics: Contrast, nuance, and emphasis ("warm, not hot", "just until combined", "that's the point"). Use for the part of a sentence that carries the twist or the shift.

Don't fall into a rigid point → example loop. Vary rhythm and structure:

Lead with the concrete sometimes. Open with a number, a scenario, or a before/after—then name the principle.
Weave specifics into prose. Put concrete details in the body, not only in callouts or boxes.
Use blockquotes for one punchy line per piece. One per article or chapter is enough.
Vary section headings. "What goes wrong", "Two mistakes", "When to do it" are more concrete than always "Why it matters" / "Common mistakes".
Callouts sparingly. Not every example needs a box. Use one when the example is a clear visual break.