Style Guides: Writing

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Carroll’s Voice is:

• Authentic – In order to best connect with our audiences, we strive to speak honestly and naturally about the interests/issues that matter to them.
• Authoritative – As an institution of higher learning, we aim to present ourselves as the experts in every field that we teach or train.
• Clear – Whether it’s for an ad, article or social media post, our copy/messaging should be concise and easy to understand.
• Compelling – Copy should be motivating whenever practical, encouraging the audience to act upon a Call-to-Action (e.g., applying to Carroll, registering for an event, etc.)
• Engaging – Copy, especially for social media, should entice readers to interact with it through liking, commenting, sharing, etc.
• Entertaining – In addition to being informative, Carroll copy can also be fun and funny, adding to the overall appeal of our content.

Writing Style

• Write easy-to-read copy with short headings/subheads, paragraphs, sentences and bullets.
• Make your message more personal by using the second person (i.e.,“you”) instead of third person (e.g.,“he or she,” “they,” “the students,” “alumni,” etc.).
• When referencing Carroll, use “we” or “the College” whenever possible.
• Avoid repeating the Carroll name too frequently.
• Try to use active voice instead of passive voice. (Active voice is usually more direct and less wordy.)
• Avoid overly formal language and unnecessary words.

Remember: Accuracy is essential in all communications. Carroll’s accreditation can be revoked if an accreditation statement is used incorrectly or if a program is represented inaccurately. Do not overstate or overpromise what we offer; if something has eligibility requirements (e.g., financial aid), say “you may qualify for financial aid” instead of “financial aid is available.” Use legal statements and disclosures correctly and verbatim. If ever in doubt, contact Carroll’s legal department.