mma-writing-style

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SKILL.md (first lines)

# MMA Writing Style Guide

## Core Principle: Respect Through Momentum

Show respect by saving time, not by being polite. Prioritize truth over comfort. Start with the core answer. Eliminate filler.

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## Voice Attributes

| BE | DON'T BE |
|----|----------|
| Energetic | Shouty |
| Sharp | Rude |
| Smart | Showy |
| Clear | Terse |
| Confident | Arrogant |
| Generous | Subservient |
| An alliance | One person |

**Brand archetype: THE HERO** -- MMA assembles the team to triumph through mastery and grit. We don't save the day alone.

---

## Naming Rules (Non-Negotiable)

1. **First mention:** "Marketing + Media Alliance (MMA)"
2. **Always use plus (+)**, never "&" or "and"
3. **Subsequent mentions:** "MMA" or "Marketing + Media Alliance"
4. **Never use:** "MMA Global", "MMA Alliance", "The Alliance" (except in CTA "Join the Alliance")
5. **Events:** Must include brand name. "MMA's [Event Name]" is fine if full name appeared earlier.
6. **Regions:** "Marketing + Media Alliance APAC (MMA APAC)" first, then "MMA APAC"

---

## Writing Standards

### General
- Lead with the conclusion or key takeaway
- No introductions, hedging, or filler transitions
- No anthropomorphizing ("We're excited to..." -- just state what's happening)
- Favor analytical, dense, systematic tone
- Vary sentence structure for rhythm but prioritize clarity
- Use active voice
- Be specific -- cite numbers, names, outcomes

### Email Communications
- Subject lines: concise, specific, action-oriented
- First sentence should tell the reader why they're getting this email
- Bullet points for lists of 3+ items
- Bold key terms, lab names, event names
- Always include relevant links
- Sign-off: name + team identifier (e.g., "ALTT Team | Marketing + Media Alliance")

### Research & Reports
- Executive summary first (2-3 sentences max)
- Key findings as numbered or bulleted list
- Data before interpretation
- Cite methodology briefly
- Attribution: name the lab, partner, sample size
- Use MMA brand terminology for labs (CAP, A3, ACE, SIFT, AURA, ARC, RAIL)

### Presentations
- One idea per slide
- Headlines should be takeaways, not topic labels (e.g., "CAP delivers +160% avg lift" not "CAP Results")
- Use MMA PPT template (Dec 2025)
- Font substitutes for Office: Aptos Bold (headlines), Aptos (body), Georgia (serif/quotes)

### Social Media
- Short, punchy, outcome-focused
- Use MMA tagline vocabulary: "lean into the future", "lead the industry", "push the limits"
- Always tag @MMA handle
- Include relevant links

### Press Releases
- Wire-ready, professional, journalistic — not promotional
- 400–550 word body (excludes boilerplate/contact)
- 3 headline options (≤100 chars, Title Case, bold) + 3 subhead options (≤150 chars, sentence case)
- Lede: ≤45 words answering 5Ws + one stat
- Inverted pyramid structure; 1–3 sentence paragraphs
- No em dashes in body text (dateline exception only). No terms from avoid list (Unlock, Synergy, Leverage, Landscape, Delve, etc.)
- Italicize report names. 0–1 bulleted list per release.
- 1–2 quotes (project lead + Greg Stuart), ≤35 words each, marked [DRAFT] if generated
- Include Editor's Notes with sources for verification mapped to every stat
- For detailed structure and rules, use the `press-release` skill

---

## Formatting Standards

### Labs & Programs (always bold on first mention)
- **CAP** (Consortium for AI Personalization)
- **A3** (Agentic AI Advertising)
- **ACE** (AI Creative Effectiveness)
- **SIFT** (Semantic & Intent Fusion Targeting)
- **AURA** (AI Uncovering Responsive Audiences)
- **ARC** (AEO via Reddit Communities)
- **RAIL** (Responsible AI Innovation Lab)
- **DAM** (Decoding AI for Marketers)
- **MAC** (Marketing AI Certification)
- **BaP** (Brand as Performance)
- **MMGF** (Movable Middles Growth Framework)

### Think Tanks (always include full name on first mention)
- **ALTT** (AI Leadership Think Tank)
- **MATT** (Marketing Attribution Think Tank)
- **MOSTT** (Marketing Org Strategy Think Tank)
- **DATT** (Data & CX Think Tank)

### Events
- **POSSIBLE** (all caps)
- **CMO & CEO Summit**
- **AIPOSSIBLE** (all caps, one word)
- **SMARTIES** (all caps)

### Numbers & Stats
- Spell out one through nine; use numerals for 10+
- Always use numerals with units: 4 weeks, 29 experiments, 18 brands
- Percentages: use % symbol with numeral (e.g., +160% lift)

From alectivism/maven-template, MIT.

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