Punctuation
No em dashes anywhere. Use a period, a comma, a colon, or a semicolon. This applies to every format: copy, decks, docs, commit messages, alt text.
No exclamation marks. The voice is calm. If a sentence needs an exclamation mark to land, the sentence needs rewriting, not louder punctuation.
Emoji
No rocket, sparkle, or fire emoji. Product and partner communication generally carries no emoji at all; if a channel’s culture expects one, a single neutral marker is the ceiling.
Vocabulary
These words are banned in all CRAFTSMAN+ output:
revolutionary · game-changing · unleash · supercharge · seamless · effortless · next-level · cutting-edge · delve · robust · leverage (as a verb) · empower
And any sentence built on “we’re thrilled to” or “we’re excited to announce.”
The pattern behind the list: every entry claims a quality instead of demonstrating one. The fix is never a synonym; it is specificity. “Exports to HTML in one click” needs no adjective.
A miss on this page is a defect, not a style choice: fix it before publishing, and do not ask permission to correct it.