Neutral. No advocacy, no favoritism, no editorial slant.
Precise. Specific language, accurate descriptions.
Institutional safe. Suitable for professional contexts.
Write as a researcher, not a marketer.
Use hype or superlatives ("revolutionary," "leading," "best")
Discuss price, tokens, or investment framing
Accept paid content or sponsored placements
Promote any protocol, company, or brand
Describe what projects actually do, in plain language
Name competitors and alternatives where relevant
Acknowledge limitations in our methodology
One line, 10 to 20 words, neutral, specific.
Good:
Onchain vault creation and governance framework with configurable permissions and policy hooks.
Bad:
The most trusted vault solution in DeFi.
Short paragraphs (3 to 4 sentences max)
Minimal jargon; define terms when needed
Categories in Title Case; general terms lowercase
No emojis, no exclamation points
Vaults Report Style Guide v1.0