The peri­od gives your thought a hard stop before begin­ning a brand new, self-sus­tain­ing sen­tence. Think of it as an extend­ed pause between the two. It should be used at the end of just about every sen­tence that’s not a ques­tion. (Unless it’s a title case headline.)

We help teams and athletes win. With performance analysis tools.

Don’t interrupt phrases that can and should live together.

We help teams and athletes win with performance analysis tools.

Do add a period to finalize a thought.

Not sure if you have a sen­tence? There should be a sub­ject and a verb, maybe even an object. If it’s not a com­plete sen­tence, it’s called a frag­ment.” In mar­ket­ing or long-form copy, we’ve been known to allow frag­ments for styl­is­tic rea­sons. (Reach out to #writ­ing-at-hudl in Slack if you need advice.)

And as you’ve seen in this sec­tion, there’s no need to add two spaces after your peri­od. We’re not writ­ing on type­writ­ers any­more, so a sin­gle space is all you need.

Last Updated: 13 Jul 2020 at 3:19pm CDT