Contributing
The FractWin Contributor Style Guide
One voice. One standard. Five domains.
The TL;DR Gate
Every post must begin with a 150-word executive summary labeled “TL;DR” or “The One Thing.”
If you can't write the 150-word summary, you don't understand your post well enough to publish it.
The summary is the editorial gate before the gate.
Word Count Standards
Every format has a target. Hit it. Going over means you haven't edited enough. Going under means you haven't said enough.
The Backward Selling Structure
Every post follows this sequence. Story first. Always. No exceptions.
Story
Open with a moment the reader has lived. Not a hypothetical. A real pattern they recognize in themselves.
Advantage
Show what changes when the problem is seen clearly. The shift in perspective — before the solution arrives.
Benefit
Name the concrete outcome. What does the reader gain? Time, clarity, margin, confidence. Be specific.
Feature
Now introduce the mechanism. The framework, tool, or methodology that delivers the benefit. Not before.
CTA
One ask. One link. The reader knows what to do next. No ambiguity.
“Don't empty the tank in one post. Give us one cognitive audit per post. The series brings them back.”
Human Connection™ Standard
The non-negotiable editorial standard that separates FractWin content from everything else.
Hidden Pain
Every post must address a hidden pain — not just the surface problem. Go deeper. Find the thing they haven't said out loud yet.
Recognized in 3
The reader should feel “recognized” within the first 3 sentences. If they don't see themselves by sentence three, you've lost them.
Their Language
Use the reader's language, not yours. Write how they think, not how you want to sound.
Voice Rules
How we sound. Every contributor, every post, every platform.
First person (I/we)
You are the practitioner writing to another practitioner.
Practitioner to practitioner
No talking down. No academic distance. Peer-level, always.
No jargon, no buzzwords
If you need a glossary to understand the sentence, rewrite it.
Midwestern direct
Say it, prove it, move on. No preamble. No hedging.
Banned Phrases
If any of these appear in your draft, the quality gate will flag it and send it back.
CTA Rules
One call to action. One. That's it.
One CTA per post. Maximum.
Multiple CTAs compete with each other and convert worse than one. Pick the single most important action and commit to it.
CTA goes at the END
It's Step 5 of backward selling — the feature/address. The reader earns the CTA by reading the story, understanding the advantage, and recognizing the benefit first.
Always link to one of two destinations
fractwin.com/trainingfractwinledger.substack.comSubmission Process
From voice note to published post. Six steps. No detours.
Record
Record a 2-minute voice note explaining your core idea.
Generate
CogentCast generates a structured draft from your voice note.
Review
Review and refine the draft in under 20 minutes.
Editorial Pass
Robert performs the editorial pass for voice and standard alignment.
Quality Gate
Automated quality gate checks word count, structure, and banned phrases.
Publish
Approved content goes live across the appropriate platform.
Ready to Contribute?
Follow the standard. Record your voice note. Let CogentCast handle the draft. You handle the expertise.