Writing style guide

Audiences

C-suite
This audience—CEOs, CHROs, COOs, general managers, and line-of-business heads—wants to know how our technology will help them achieve their business goals and improve the employee experience. When writing to this audience, it’s OK to give the bigger context of the business world, our industry, our customers’ industries, how people work, and how it’s all changing.
For customers of all sizes, this will help position us as a major player and a worthwhile strategic partner. Think about this audience when writing articles, blogs, thought leadership, or top-level webpages.
How

Tell the readers something they don’t know.

Don’t state the obvious, such as, Increasingly, people expect to work anywhere, any time, on any device. Everyone knows that. Instead, give the reader more interesting and useful information. For example, how is BYOD specifically affecting productivity?

Make them think of something they know in a new way.

For example, can security and privacy be a competitive advantage? Does BYOD ever drag down productivity?

Remind them of something important.

For example, instead of merely stating the importance of data protection, explain specifically how our solutions make BYOD secure.

IT decision-maker
When our main audience is tech-savvy people like IT admins, architects, managers, and directors, you can be more technical in your content. Cut out marketing-speak, and get straight to the technical details of our products and their practical benefits to IT. Think about this audience when writing support articles, product documentation, technical briefs, design guides, or white papers.
How

Get straight to the point.

Don’t give them background information on what the cloud is and can be used for. They already know that. Tell them what’s interesting or new about this cloud product.

Speak their language.

Don’t go out of your way to translate technical terms, but don’t go overboard with jargon, either. Technical people value clarity; it helps them explain it to their colleagues and supervisors.

Make information easy to find.

Use bullet points and subheads to make details easy to find and understand.

IT researcher
Many times, our audience is researching a solution that they’ll need to explain to business decision-makers at their companies. They make our products and solutions real and relevant by translating our technology into business benefits. Think about this audience when writing for the web or in higher-level marketing materials like brochures, product overviews, and articles.
How

Tell them what’s different about what we offer.

Rather than describing what end users can do when IT deploys a desktop, tell them why Citrix Virtual Apps and Desktops is better than other VDI technologies.

Tell them what’s in it for them, their team, and their business.

Will this save them time or money? Will it work with their existing infrastructure? Don’t just talk about why the product is great. Tell them why it will be great for their business.

Tell them what to do next.

For example, try the product or submit a request for more information. Make calls to action clear and simple.

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