You get much better effects and users willing to join if you lead by example, opposed to dictation. Having an old class rules book exercises a classical approach in management, and is NOT popular in the USA. I know the internet is global, but being based out of USA, I think you should evaluate trends from where the site is based at. From there, you can worry about oversea opinions.
I have a book that I consider my bible. It's called Strategic Writing: Multimedia Writing for Public Relations, Advertising, and More and I think you would love some of the content in it. There are sections dedicated to blog scripting, slogans, formal and informal worksheets, etc.
I am not saying you have to agree with my suggestion, but I think you should least give it a shot. There may be material you would like. In my opinion, to effectively promote ID is to be effective. On the internet, that is determined by layout and language. You have the layout done well, but maybe your ambience can find more consistency.
Let me know bud, I will scan some sections for you if you're interested!
