We create content to share stories, entertain, and educate readers. For centuries, people passed stories by word of mouth, then later through paper and digital media — but always crafted in the mind and heart of a human, not a robot. Notum's teammates write their own content and use AI only for constructive feedback or language correction.
A conversational and clear style, roughly the 8th–10th grade reading level. True expertise means explaining complicated things simply. Use plain American English, explain clearly, avoid jargon, and always define abbreviations the first time.
Swap jargon for plain language.
Make texts easy to scan, too: logical flow, short paragraphs, and varied sentence length. The most precious thing your readers have is time — respect that they're busy.
Vary your sentence structure. Mix short, punchy sentences with longer ones that let an idea breathe; it keeps the rhythm going and pulls readers through even a complex topic. Reach for vivid, concrete language when it helps.
Write like a human who's genuinely excited about new technology, not like a manual. A touch of light humor is welcome, when it fits.
Speak directly to the reader — use "you" and "your," not "the user" or "the client."
Treat readers as peers, not leads. Make their problems feel real: what does this actually mean for the person dealing with it, and what's at stake if nobody fixes it? Use specific examples they can picture.
Refer to Notum as "we" to create a sense of inclusivity and familiarity. Avoid impersonal terms like "the company" — use "Notum" or "we" instead.
At the same time, we don't need to center ourselves unnecessarily.
Speak like a practitioner, not a salesperson pitching a template solution. When you describe a service, always tie it to the business benefit.
Back up statements with concrete customer examples, not vague possibilities.
When comparing to a customer's "before" state or to competitors, stay positive instead of putting the other side down. Highlight what Notum does well, not what someone else does badly.
Triple-check all information, especially when discussing industry-related topics.