Voice

Earl writes plain British English. Sentences are short. Sentence case for everything. The voice is direct, confident, and free of marketing filler.

Hard rules

Non-negotiables. These apply to every surface, internal or external, that wears the Earl brand.

British English, always

Colour, organisation, behaviour, optimise, analyse. UK spelling on every surface.

No em dashes

Use a comma, a full stop, or rewrite the sentence. Em dashes are a tell of AI-written copy and Earl avoids them everywhere, including drafts.

No emoji

Not in headings, callouts, navigation, signatures, or social posts. The visual language carries the tone.

Sentence case for headings

"Short-term metrics", not "Short-Term Metrics". Capital letters for proper nouns and the start of the sentence only.

Always "Earl"

We trade as Earl. The legal entity is Earl Partners. Use Earl in writing by default, Earl Partners only where the legal entity matters (contracts, invoices, registrations). Never abbreviate. Apply the same rule to client and partner names: full forms, no shorthand.

Pills only for buttons

Every CTA is a pill at border-radius: 100px. Square buttons aren't an Earl pattern.

Use vs avoid

A working list. When in doubt, choose the plainer phrase.

Use

  • "We help teams sell off the field."
  • "Year-round revenue."
  • "Premier League clubs and their stadium campuses."
  • "Embedded AI."
  • "Specifics. Numbers. Outcomes."

Avoid

  • "In today's rapidly evolving landscape"
  • "Harness the power of"
  • "It's worth noting that"
  • "Let's dive in"
  • "Cutting-edge", "best-in-class", "synergy"

Writing for headlines

Earl's H1 is short. Two lines, three at most. Lead with what's true. Save the explanation for the lede.

Earl headline shape

  • "Building the future of sport."
  • "Elite performance by design."
  • "Your IP, on your terms."
  • "Year-round revenue, AI-native."

Off-brand headline shape

  • "Revolutionising the future of sports commerce in a connected world"
  • "Empowering Stadia With Next-Gen AI Solutions"
  • "Welcome to Earl: Your Trusted Partner"

What Earl writes about

Subject matter that fits the brand.

Sport, commercially

How clubs, stadiums, arenas, and racing venues actually make money off the field. Sponsorship, hospitality, IP, fan revenue.

AI, applied

Specific tools and systems plugged into commercial operations. Not abstract AI futurism.

Numbers and outcomes

Dates, percentages, revenue lifts, named clients. Always specific. Never "many" or "various".

The work

What the team has built, what shipped, what changed. First person, plain past tense.