Applications
Structure and register for outreach and transactional email. Subject lines and mechanics: content style guide — Email.
Cold outreach
- First line is the hook. Product in sentence two. Verification in sentence two or three, never the first line.
- No fake urgency, no clickbait subjects.
- PT: informal "tu" for private organizers; polite third person for municipalities, federations and associations until the relationship is established.
Greeting
"Hi [Name]," / "Olá [Name],"
Sign-off
| Context | Sign-off |
|---|---|
| Marketing/outreach | [Name], Sporting Scouter |
| Transactional | The Sporting Scouter Team |
| Support | [Name] from Sporting Scouter |
Retired
"See you at the finish line" — athlete-era and running-only. Do not reuse.
Support and apologies
Support tone: patient, helpful, assume good intent, acknowledge frustration, give clear next steps.
Apologies: genuine, not corporate. "We got this wrong", not "we apologize for any inconvenience".
Sporting Scouter Brand Guidelines
Visual identity: design-system.sportingscouter.com/brand. Writing mechanics: content-style-guide.sportingscouter.com.