Clear. Concise. Consistent. Compelling. Credible.

A Chorus carries a message better than a crowd

A unique written voice is as important as a unique visual style. When we are consistent, readers recognize this personality as our own.

Everything we say invites people to connect, and it should feel that way. Be friendly. Be informative. Be helpful. But be brief.

Get to the point. Speak in the active voice. There’s nothing inviting or helpful about wasting anyone’s time.

View writing for Red Hat training documents

Be clear

Truth wins. Be direct. Provide context.

THIS:
Red Hat [Product Name] 6.7 will be released on November 25, 2025.

NOT THIS:
There will be a modified timeline for delivery of the 6.7 product expansion. This delay is unavoidable.

Be concise

The more you write, the less they’ll read. Limit (or link to) details and background information. Eliminate filler and vague words. Follow word-count guidelines.

THIS:
Red Hat Enterprise Linux 7 is here.

NOT THIS:
Red Hat is proud to announce the debut of the enterprise-ready, highly performant Red Hat Enterprise Linux 7 operating system.

BE CONSISTENT

Use templates. Use the right language for your message. Review guidance before submitting drafts. Share guidance with reviewers.

THIS:
Registration deadline: June 23.

Register now.

NOT THIS:
We appreciate your cooperation with the deadline. To attend, register by Thursday, June 23.

BE COMPELLING

Copy should be engaging, but not fake. Include proof points and data to back it up. Don’t tell people how to feel.

THIS:
Join us on May 3 to learn how new access control features can help you secure systems and create useful roles.

Registration ends Feb. 20.

NOT THIS:
This exciting security webinar cannot be missed! You will love it! Seats are limited—register today before time runs out!!

BE CREDIBLE

Cite sources. Don’t overstate good news or understate bad news. Be authentic.

THIS:
For sellers:
Objection handling—high level
Email templates—3 steps of a buyer’s journey

NOT THIS:
We’ve equipped sellers with a comprehensive rapid-response toolkit.