What to expect from Storyflight’s signature writing style

At Storyflight, we write for a variety of purpose-driven organisations, from government agencies and nonprofits through to passionate service providers. The content and tone of voice changes from one project to the next, but our writing style stays the same. And with good reason.

As copywriters, our job is to help you communicate with your audience as clearly as possible. Our writing style is purposefully designed to amplify your organisation’s unique value and deepen the connection with your reader.

We’re intentional about the words we choose to put on the page and where we put them. Here are the features of our signature style and how they benefit the organisations we serve.

We start with structure

The structure of a piece of copy is just as important as the words themselves. Well-structured writing takes the reader on a journey of ever-increasing understanding. 

We deliberately sequence and layer information to highlight and reinforce your key messages. We’re also big on headings and subheadings. Like the frame of a house, they’re fundamental to a structurally sound end product.

Our careful choices around layout and white space draw the reader’s eye from one section to the next. And our strategically placed calls-to-action compel your reader to take the next step.

We keep it relevant

When we work with you, we start by getting clear on the needs, challenges and expectations of your target audience. We also dig deep into what makes your organisation unique and what you want to achieve with the project. 

This research process helps us understand which topics, details and messages should be covered. It helps us make decisions about what to prioritise. And what to leave out completely.  

Every sentence works hard for your brand while also being relevant to the reader.

We’re concise

Using more words isn’t necessarily better. By writing concisely, we hold your reader’s attention and make it easier for them to find what they’re looking for.

A concise writing style makes your message clearer and more memorable. It's about removing waffle, not warmth.

We prioritise readability 

Long sections of text are hard on the eye, no matter how interesting the subject matter. We smooth the way with short, easily digestible sentences and paragraphs. 

When we write copy that’s easy to read, it becomes accessible to a wider audience. It creates a better reading experience for all and increases the likelihood that people will remember what they’ve learned.

We value clarity

At Storyflight, we’re straightforward. Your audience doesn’t have the time for anything else.

We choose the simplest words that get the job done without losing meaning. When jargon or technical terms are unavoidable, we provide definitions.

And we’re experts at clarifying complex or challenging subject matter, including scientific, technical or sensitive information.

We’re conversational 

Audiences today don’t need or accept stiff, bureaucratic language from government departments or large organisations. Which, honestly, is a relief.

A conversational style is easier to understand and more enjoyable to read. Plus, there’s incredible value in using the same words your audience uses. It creates the feeling that you’re speaking directly to them, forging a deeper connection.

To be clear, we’re not talking about a writing style that’s casual or lax. We’re not peppering our copy with slang or referring to the latest memes. But we’re also not afraid of using contractions or making more modern punctuation choices, as long as it helps achieve your goal.

We get specific

Replacing vague or bland words with more specific ones can improve clarity, make an abstract concept concrete, or even paint a picture in your reader’s mind.

Compare these two sentences:

 The national park protects a variety of species, including mammals, birds and reptiles.

The national park protects over 60 species, including shy, burrowing bilbies and raucous yellow-tailed black cockatoos.

One is vivid, the other is dull.

This isn’t about getting bogged down in florid prose. A single, well-chosen word can create meaning that replaces an entire sentence. 

While our writing style remains the same, the tone of voice we use changes depending on the brand, audience and communication goals. From warm and reassuring, through to bold and assertive, we capture the voice and tone that fits your communication.

Think our writing style is right for your project? Email us at hello@storyflight.com.au