Throw away the style guide, and listen to the communities where your prospects hang out.

Group of young adults hanging out

My wife and I have a puppy.

A lovely little fellow, but he can be a bit of a challenge sometimes.

So my wife joined a few support groups, most of them on Facebook.

She goes there to share her experiences, to ask for help, and also to give help to other puppy owners facing similar training challenges. These are vibrant, active communities.

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