Feel free to edit this and add your own observations!
Start with an emotional ‘hook’.
Keep the introduction short and then get to the point – what the reader wants to know.
Know the exact meaning of every style term you use.
When you write and do research on something, you’ve got to be able to visualize it.
Take complex ideas and make them incredibly simple to understand.
Go into detail.
We are not shills for the brands. We don’t compromise on the integrity of the content.
Make it fun and engaging and use light humor.
Write an article you would want to read.
How Antonio Talks
Antonio is constantly addressing his audience. Even when he’s just describing a clothing item he’ll bring in phrases like ‘you’ve got’ or ‘we see’. He also gives strong instructions: ‘You need to understand…’ ‘You should own…’ ‘You want to avoid…’
Antonio shows up in his writing as a real person. He uses ‘I think’, ‘I like/love’, ‘in my opinion,’ ‘my favorite’. He also references his personal life, most often his time in the Marines, being a dad of four children, and having a background in science (usually when he’s quoting some research.)
The reader gets to ‘see’, ‘hear’, and ‘look at’ things. ‘If you look at the construction…’ ‘You’ll hear people call this…’
Antonio uses the future tense a lot. ‘On a double-breasted jacket you’re going to see two rows of buttons and on a single-breasted jacket you’ll have one.’
‘Today I’m/we’re going to talk about’ or ‘Let’s talk about’ is a common introduction.
This is how he addresses his audience in videos.
Antonio doesn’t use long confusing sentences with lots of clauses, and he doesn’t start sentences with academic words like ‘however’ and ‘nevertheless’. Think short, clear statements.
Antonio uses this construction a lot – e.g. instead of ‘dark brown loafers’ he might say ‘a loafer in a dark brown’. You can also say ‘a pant’, ‘a trouser’, and ‘a jean’.
A piece of clothing. ‘You want something that’s versatile.’ ‘Pair this with something in a lighter color.’
‘The key is…’ ‘The key to x is…’
Stylish, classic, timeless, great, nice
All better words to use than ‘fashionable’, etc. You will sometimes see ‘fashion-forward’, though.
Words Antonio Never Says