Tone Basics

Keep sentences short.
Long sentences lose people. One idea per line keeps things steady.

Avoid dramatic language.
Residents respond better to calm, grounded wording — especially during uncertainty.

Use familiar words.
Replace jargon with everyday terms unless the formal name is required.

Clarity Before Detail

Lead with the one thing residents need to know.
“Water service will be temporarily interrupted tomorrow from 8–12.”

Add the why only after the what.
People want the headline first, context second.

Be honest about what you don’t yet know.
Uncertainty is safer than guessing.

Formatting That Helps Residents Read Faster

Use short paragraphs.
Three lines max keeps scanning effortless.

Break time, date, and location onto their own line.
These are the things people search for.

Stick to one action item per message.
More than that creates confusion.

Words That Build Trust

“Here’s what this means for you…”
Shows you’re thinking like a resident.

“We will share the next update by…”
Predictability breeds confidence.

“Thank you for your patience.”
Gratitude goes further than you think.

Things to Avoid

All caps.
Reads as shouting.

Vague timeframes.
“Soon” and “later today” do not help planning.

Emotional explanations.
Facts land better than frustration or defensiveness.