STE Benefit Copy

Two disciplines applied together:

ASD-STE100 Simplified Technical English — a controlled language spec (53 writing rules + an approved dictionary) built so that a reader with weak English still gets exactly one meaning from a sentence. It kills ambiguity.
Benefit-first framing — the reader does not want the capability. They want what the capability gives them back: freedom, peace of mind, time, power. Technical capability is evidence, never the headline.

STE alone produces copy that is correct and dead. Benefit framing alone produces copy that is warm and vague. Do both.

Step 1: Classify the copy

The rules tighten or loosen depending on what the text is. Pick one:

Mode	What it covers	Sentence cap	Voice
Procedural	Steps, instructions, setup guides, error recovery, safety notes	20 words	Imperative, active only. No "you".
Descriptive	Docs, explainers, tooltips, release notes, changelogs	25 words	Active. Third person or "you".
Marketing	Headlines, hero, feature blurbs, emails, landing pages	25 words (headlines: 12)	Active, second person ("you")