diff --git a/content-style-guide.md b/content-style-guide.md
index d9c4d68..0adbef1 100644
--- a/content-style-guide.md
+++ b/content-style-guide.md
@@ -107,9 +107,10 @@ The same is true for Agaric. Our voice doesn’t change much from day to day, bu
 
 ### Voice
 
-Agaric’s voice is friendly and straightforward. Our priority is sharing useful information with the wider world. 
+Agaric's voice is friendly and straightforward. Our priority is sharing useful information with the wider world.
+
+Agaric's voice is:
 
-Agaric’s voice is:
 * Confident but not arrogant
 * Upbeat but not in denial
 * Unconstrained but not incomprehensible