Voice and Tone: Conversational

Attributes The voice and tone of
  • IS: Simple IS NOT: Academic or Institutional
  • IS: Relaxed IS NOT: Preachy
  • IS: Open IS NOT: Exclusive
  • IS: Affective and Touching IS NOT: Emotional or Gushing
  • IS: Informative IS NOT: Doctrinal or Declarative
  • IS: Encouraging IS NOT: Demanding
  • IS: Awe-Inspiring IS NOT: Extravagant
  • IS: Cooperative and Collaborative IS NOT: One-sided
  • Vocabulary and Wording
  • The vocabulary and wording used on is simple and straightforward. Sentences are short and precise. Vocabulary is widely understood by average readers and does not require an understanding of the gospel or its practices as found in The Church of Jesus Christ of Latter-day Saints.

    Sentence Structure and Syntax
    • When possible, limit sentences to 20 words or less.
    • Keep related ideas and words as close together as possible.
    • Use the active voice.
    • Use concrete and specific words to describe the gospel and Mormons.
    • Typically, avoid rhetorical questions. However, it is acceptable to use questions occasionally to encourage reflection by the reader.
    • Avoid generalizations.
    • Avoid the conditional tense (especially "should" since it feels judgmental).
    • Use the verb "believe" to communicate Mormon doctrine and values (rather than using declarative statements of fact). However, declarative statements may be used when describing scripture stories that are treated as historical fact.
  • Use "we" and "our" to describe the Mormon perspective in a relaxed tone.
  • Use "you" and "your" to address the reader directly.
  • Avoid switching between first-person ("I" or "we") and second-person ("you") pronouns in the same document.
  • Avoid the use of formal pronouns (such as "thee" and "thou") unless quoting scripture.
  • Avoid the use of the pronouns "one" or "they." These pronouns communicate a sense of otherness.
  • Use exclamation points sparingly (if at all).
  • Avoid midsentence parentheses whenever possible. Dashes are okay to include a thought or idea midsentence.
Words, Phrases, and Concepts to Avoid
  • Mormon jargon (unless explaining it)
  • Slang
  • "One true Church"
  • Expressions that suggest exclusivity
  • Words that convey any sense of ethnocentricity
  • Mention of other churches by name
  • Militaristic expressions such as "war," "battle," "army," "assault," or "fight"
  • Overused positive phrases like "family first"