Voice Maintain a conversational but professional tone in all course content. Be inclusive and culturally sensitive in all phrasing. Use Active Voice Prioritize active voice over passive voice to create a sense of immediacy and clarity. Active: “You will analyze the case study and submit your findings.” Passive: “The case study will be analyzed and submitted by you.” Emphasize student agency by describing what students will do. Examples: “You will apply this framework…” “Complete the assignment to demonstrate your understanding.” Use Appropriate Verb Tense Use future tense for instructional text to describe upcoming actions or expectations. Example: “In this module, you will identify the principles of effective project management.” Use present tense to describe facts, theories, or general functions. Example: “A firewall monitors incoming and outgoing network traffic to block unauthorized access.” Only use past tense to describe historical events or completed case studies. Example: “In 2018, Netflix launched a new recommendation algorithm based on deep learning.” Use Second Person Point of View Speak directly to the student by using the second person singular pronoun “you” for instructions, explanations, and guidance. This creates a direct, conversational tone and helps students feel personally addressed. Instead of: “This module will cover key leadership frameworks.” Use: “You will explore key leadership frameworks in this module.” Avoid using the first-person plural pronoun “we.” It does not clearly identify who is being referred to. Instead of: “In Module 1, we will complete the following tasks.” Use: “In Module 1, you will complete the following tasks.” Avoid the third-person singular (“one”). This sounds overly formal and detached. Instead of: “One will consider the effects of experimentation on learning.” Use: “You will consider the effects of experimentation on your learning.” Be Direct and Encouraging Write directly to students using second person (“you”) to make the content feel personal and actionable. Example: “You will explore key concepts in operations management and practice applying them to real-world scenarios.” Provide positive guidance. Example: “By completing this activity, you will strengthen your ability to analyze financial statements.” Use Language That Is Clear and Brief Keep sentences concise and avoid unnecessary complexity. Instead of: “The focus of this particular lesson is on aspects pertaining to strategic planning.” Use: “This lesson focuses on strategic planning.” Avoid overly formal language. Strike a balance between formality and friendliness: Instead of: “Endeavor to complete the assigned reading in order to ensure preparedness to engage in the discourse that follows.” Use: “Complete the assigned reading to prepare for the discussion.” PreviousEditorial Style GuideNext Text Emphasis and Style