Writing for Shiny

Our brand messaging guidelines were carefully crafted by Shiny member, Practical Principles.

Whenever you write for Shiny, remember two things:

1. Why am I writing this?

Writing needs a goal. For sales copy, this could mean getting your reader to click "buy" or "mint". For editorial content, it might mean guiding your reader to a specific insight. When you know your goal, ensure every word serves this purpose. Cut what doesn't serve it.

2. Who am I writing for?

The second part of this document explains in depth who Shiny is for. The core principle is: Your messaging needs to line up with your reader's situation, knowledge and problems. Imagine you're writing an article on NFT security. You'll include different content and use different vocabulary depending on whether you're writing for a newcomer or an expert.