Guide
STYLE
/FORMAT
Everything you need to sharpen your posts, captions and visual identity. Engineered to convert — no fluff.
Where great design clicks.
This guide is a toolkit, not a lecture. Inside you'll find the style rules, formatting templates, and small-but-mighty habits that turn scroll-by content into work that actually converts. Read it front-to-back the first time. Bookmark it forever after.
Voice
Pick a tone. Stick to it. Your voice is the thing readers remember.
Layout
Hook → body → CTA. One job per post. White space is not wasted space.
Personality
Consistent is more important than perfect. Show up the same way every time.
Formatting is not decoration — it's the difference between a post being seen and a post being felt.
What you'll learn.
Finding your voice.
Before you worry about aesthetics, lock down how you sound. Voice is what makes a follower feel like they know you.
Sound like a person, not a press release.
Confident, plain-spoken, outcome-focused. Name the result first — then defend it with a proof point. No hedging. No filler adverbs.
Words to use
Words to avoid
Short. Declarative. The occasional fragment for emphasis — the way a good ad runs.— The house voice, summarized
Headlines in Sentence case or Title Case. Eyebrows and button labels in ALL CAPS with wide tracking. Body copy always sentence case.
Every post has three jobs.
Hook stops the scroll. Body earns the time. CTA banks the action. Skip any one and the post leaks.
Support with one proof point — a stat, a result, a screenshot. The body's job is not to teach everything you know. It's to make the CTA feel inevitable.
If you can delete a sentence without losing meaning, delete it. If you can't decide which sentence to delete, delete the first one.
Do this. Not that.
A caption is not a description of the image. It's the reason to care about the image.
Lead with the outcome.
The first line is a headline. Write it like one — promise a specific result, not a category.
Open with a greeting.
"Hey guys!" and "Happy Monday!" are invisible. The algorithm reads them. Humans don't.
Use line breaks like punctuation.
One thought per line on mobile. Air is the secret ingredient that makes dense ideas feel readable.
It's the delivery.
Every time.
Dump a wall of text.
A 9-line paragraph collapses into a grey block on a phone. Readers see the shape and scroll past.
Visual identity.
Pick your colors, pick your type, and commit. Inconsistency is invisible — consistency is memorable.
One palette. Used with discipline.
Five colors, known roles. The accent is a scarcity token — if it appears more than twice per viewport, it stops working.
No gradients in default layouts. Flat cream or flat black — that's the brand.
Type is the tone of voice, drawn.
THAT HIT.
Barlow carries the long-form. Clean, humanist, low contrast. Set body at 15–17px with a line-height of 1.55. Keep measure under 64 characters. This is where the idea lands.
01 / metric_readout 2,847% · conversion_rate
Headings: tight (-0.02em). Body: normal. Eyebrows: wide (+0.18em). This contrast is what makes the system feel engineered.
Format for where it lives.
Same post, four different crops. The platform never adapts to you — you adapt to the platform.
Design once at 1080 × 1350. Crop up for feed, crop to 9:16 for vertical. Never design at the smallest size first.
A good post, dissected.
Six details that do 80% of the heavy lifting. Steal any of them.
Three things we changed on one client's landing page — and how it tripled demo bookings in 14 days. ↓
The 5-step publishing rhythm.
Same loop, every week. Systems beat sprints.
Capture ideas continuously
Keep one running note. Every good line you overhear, read, or think is raw material. You're not "out of ideas" — you're out of notes.
Draft in batches
One sitting per week. Write five posts at once. Context-switching is the tax that kills consistency.
Design to the template
Use pre-approved layouts. Don't reinvent the post. Your audience remembers the pattern, not the novelty.
Schedule, don't post live
Post from a queue. Live posting turns creative work into compulsive work.
Review weekly, revise quarterly
Log what hit. Every 12 weeks, delete what didn't. The guide is a document — not a monument.
7 boxes. Tick all of them.
Run this before every post goes live. It takes 90 seconds and saves you from the ones you'd regret.
- ✓Hook is in the first 7 wordsPromise something specific before the "…see more" cutoff.
- ✓One idea per postIf you can summarize in two sentences, you're doing it right. If not, cut.
- ✓Caption has line breaksEvery 1–2 sentences = new line. Mobile-first formatting only.
- ✓CTA is singular & specific"Comment YES" or "Save this" — not "Let me know what you think!"
- ✓Visual uses brand colors onlyCream, black, azure. Lime on the CTA moment. That's it.
- ✓Hashtags are 3–5, on brandQuality over quantity. One niche, one branded, one discovery.
- ✓Scheduled — not posted liveQueue it. Walk away. Live posting is creative suicide.
Templates, tools, & tips.
The guide gets you started. These keep you sharp.
Post Templates
Pre-approved layouts for feed, story, carousel. Design once, publish forever.
Asset Library
Logos, fonts, brand colors as swatches. Everything you need to stay consistent.
Metrics Tracker
A single spreadsheet. Five numbers. Review weekly. That's the whole system.
Caption Swipe File
100+ proven hooks, organized by intent. Never stare at a blinking cursor.
Posting Cadence
Weekly rhythm templates for IG, LinkedIn, TikTok. Copy, paste, commit.
1:1 Feedback
Book a 30-min review. We'll tear down your last five posts — and show you what to fix.
You're not running out of ideas. You're running out of reps. Ship. Measure. Ship again.
NOW GO
MAKE IT
/CLICK.
You have the rules. You have the templates. The only thing left is the reps. If you want a second pair of eyes on your first ten posts, we're here.