---
bcp_version: "2.0.0"
file_type: voice
parent: https://registry.encodedbrands.ai/the-source-for-learning-ece-54cf3585/.well-known/brand.md
last_updated: 2026-10-22
---

# Voice

Warm, energetic and teacher-friendly; value first, hooks over labels, short and scannable, active first person. Lean approachable and colloquial.

## Not that

Not long, descriptive or feature-led; not stat lists; not 'way too much copy.' Not pushy or salesy; urgency only with a real deadline or event.

## Personality

- Warm and teacher-friendly: speaks to educators as peers. Not academic or lecturing.
- Energetic: leads with the payoff. Not pushy; urgency only when a real deadline or event exists.
- Concise: short and scannable. Not feature-led or stat-heavy.

## Register

Approachable and colloquial, kept credible by named expert presenters and concrete outcomes such as PD clock hours. LEAD Credential copy moves toward emotional, identity-led language.

## Vocabulary

Prefer (pricing as of 2026): 'FREE' or '100% free' next to the CTA verb; 'joyful'; 'ready-to-use'; 'play-based'; 'only in the SFL ECE portal'; 'earn PD clock hours upon completion'; CTA 'It's easy. Why wait? Sign up today.'

Avoid: No em dashes; avoid 'craft'; avoid 'SFLECE' shorthand for cold audiences; avoid blanket 'don't miss this' urgency.

```yaml
prefer:
  - word: "FREE / 100% free, next to the call-to-action verb (pricing as of 2026)"
    tier: core
    rationale: "Owner-approved; free access is central to the offer"
  - word: "joyful"
    tier: default
  - word: "ready-to-use"
    tier: default
  - word: "play-based"
    tier: default
  - word: "only in the SFL ECE portal"
    tier: default
  - word: "earn PD clock hours upon completion"
    tier: default
  - word: "It's easy. Why wait? Sign up today."
    tier: default
    rationale: "Owner-approved call to action"

avoid:
  - word: "em dashes"
    tier: core
    rationale: "Owner-approved style rule"
  - word: "craft"
    tier: default
    rationale: "Owner-approved avoid list"
  - word: "SFLECE as shorthand"
    tier: contextual
    context: "Cold or purchased email lists; spell out The Source for Learning ECE"
    rationale: "Unfamiliar audiences do not recognize the abbreviation"
  - word: "don't miss this, as blanket urgency"
    tier: default
    rationale: "Urgency only with a real deadline or event"
```

## Punctuation and formatting rules

```yaml
em_dashes: never
oxford_comma: gap
headline_periods: gap
exclamation_points: gap
sentence_case_headlines: gap
capitalization_notes: "FREE may appear in capitals, as on the sflece.org homepage. Exclamation points are observed in homepage headlines; no rule has been set."
```

## Channel modulation

Known registrants: get to the point. Cold or purchased lists: introduce The Source for Learning ECE in a sentence or two, spell out the name, lead with free, flexible, online PD. LEAD: emotional and identity-led, anchored on 'The Confidence to Lead.'

```yaml
contexts:
  email_known_registrants:
    tone: "Get to the point"
    register: "Casual and direct"
  email_cold_or_purchased_lists:
    tone: "Introduce The Source for Learning ECE in a sentence or two, spell out the name, lead with free, flexible, online PD"
    register: "Approachable, introductory"
  lead_credential:
    tone: "Emotional and identity-led, anchored on The Confidence to Lead"
    register: "Warm, aspirational"
  social: gap
  support: gap
  advertising: gap
```

## Copy examples

Language sample (sflece.org homepage): "Leading & Learning with Confidence!" "Unlock timesaving, ready-to-use classroom and professional learning resources. All in one place, always FREE!"

| On-brand | Off-brand |
|----------|-----------|
| Leading & Learning with Confidence! | [gap] No verified off-brand sample on file |
| Unlock timesaving, ready-to-use classroom and professional learning resources. All in one place, always FREE! | [gap] No verified off-brand sample on file |