diff --git a/content-style-guide.md b/content-style-guide.md
index e5a4b08..68207c8 100644
--- a/content-style-guide.md
+++ b/content-style-guide.md
@@ -118,7 +118,7 @@ Agaric's voice is:
 
 ### Tone
 
-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's tone is usually informal, but it is always more important to be clear than entertaining. When you are 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 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.