diff --git a/content-style-guide.md b/content-style-guide.md
index f26d12d..350321f 100644
--- a/content-style-guide.md
+++ b/content-style-guide.md
@@ -26,9 +26,9 @@ Agaric’s voice is:
 
 We write and build apps with a person-first perspective. Being aware of the impact of your language is one way for us to live out our [values](values).
 
-* Don’t reference age or ability unless it’s relevant to what you’re writing.
+* Do not reference age or ability unless it is relevant to what you’re writing.
 * Avoid gendered language and use the singular “they.”
-* When writing about a person, use their preferred pronouns; if you don’t know those, just use their name.
+* When writing about a person, use their preferred pronouns; if you do not know those, use their name.
 * Related resource: [The Conscious Style Guide](https://consciousstyleguide.com/).
 
 
@@ -46,7 +46,7 @@ Focus your message, and create a hierarchy of information. Lead with the main po
 * Be consistent. Adhere to the copy patterns and style points outlined in this guide.
 * Do not use contractions as they cheapen the content and provide difficulty for readers of other languages.
 * Use the serial comma. Otherwise, use common sense. (Also known as the Oxford comma, it helps clarify when items in a list of three, four, or more things are their own items.)
-* Don’t use underline, and don’t use any combination of italic, bold, caps, and underline.
+* Do not use underline for emphasis, and do not use any combination of italic, bold, caps, and underline.
 * When in doubt, read your writing out loud.
 
 Many of these repeat or reinforce George Orwell's six rules from his essay "Politics and the English Language" (1946), and it is worth keeping all of them in mind, especially the last:
@@ -76,7 +76,7 @@ Place similar topics in the same paragraph, and clearly separate different topic
 * Avoid double negatives.
 * Do not use contractions as they cheapen the content and provide difficulty for readers that do not speak English of other languages.
 * Avoid using synonyms for the same word in a single piece of writing.
-* Write briefly, but don’t sacrifice clarity for brevity. You may need to repeat or add words to make the meaning of your sentences clear to a translator.
+* Write briefly, but do not sacrifice clarity for brevity. You may need to repeat or add words to make the meaning of your sentences clear to a translator.
 * Avoid slang, idioms, and cliches.
 * Avoid unnecessary abbreviations.
 
@@ -119,7 +119,7 @@ Agaric’s voice is:
 
 Agaric’s tone is usually informal, but it’s always more important to be clear than entertaining. When you’re writing, consider the reader’s state of mind. Are they curious about a post on our blog? Are they distrustful after being burned by a previous vendor? Are they excited to be engaging in a redesign? Once you have an idea of their emotional state, you can adjust your tone accordingly.
 
-Agaric has a sense of humor, so feel free to be funny when it’s appropriate and when it comes naturally to you. If in any doubt, don not make the joke. Generally avoid humor in written communication to clients.
+Agaric has a sense of humor, so feel free to be funny when it is appropriate and when it comes naturally to you. If in any doubt, do not make the joke. Generally avoid humor in written communication to clients.
 
 #### Running gags
 
@@ -153,7 +153,7 @@ Don’t refer to people using age-related descriptors like “young,” “old,
 
 ### Ability
 
-Don’t refer to a person’s ability unless it’s relevant to what you’re writing. If you need to mention it, use language that emphasizes the person first: ”she has a disability” rather than “she is disabled.”  When writing about a person with disabilities, don’t use the words “suffer,” “victim,” or “handicapped.” “Handicapped parking” is OK. Avoid using ableist language whenever possible.
+Don’t refer to a person’s ability unless it’s relevant to what you’re writing. If you need to mention it, use language that emphasizes the person first: ”she has a disability” rather than “she is disabled.”  When writing about a person with disabilities, do not use the words “suffer,” “victim,” or “handicapped.” “Handicapped parking” is OK. Avoid using ableist language whenever possible.
 
 ### Gender and sexuality
 
@@ -228,7 +228,7 @@ Second use: NOC
 First use: Coordinated Universal Time (UTC)  
 Second use: UTC
 
-If the abbreviation or acronym is well known to your full intended audience, like API or HTML in technical documentation, use it instead (and don’t worry about spelling it out).
+If the abbreviation or acronym is well known to your full intended audience, like API or HTML in technical documentation, use it instead (and do not worry about spelling it out).
 
 
 #### Active voice