Voice and tone
Citrix language should reframe the way people see the world of work, offering actionable insights to make work more purposeful, creative, and innovative. It sounds knowledgeable, curious, fresh, and surprising. Not condescending, boastful, unapproachable, or obvious.
How to sound insightful:
- Tell people something new or offer a fresh take on familiar ideas.
- Share the Citrix perspective.
- Use statistics or cite research from trusted and reputable sources, when applicable.
- Don’t reiterate what people already know, talk down to them, or make claims we can’t back up.
Instead of saying
Employees today expect intuitive, easy-to-use tools at work.
Be more unexpected
A new study by Quartz and Citrix discovered that the right technology can fuel employee innovation and creativity.
We guide our audiences to a brighter future of work by carefully providing the right information and resources every step of the way, tailoring support to the mindset of the moment. It sounds positive, bright, grounded, and dynamic. Not unrealistic, out of touch, or excitable.
How to sound optimistic:
- Lead with the positive. Spend more time on the solution, not the problem.
- Focus on the desired outcome, not the problem at hand.
- Check your tone for doom and gloom.
- Don’t harp on problems or take a negative tone. Encouraging new ways of doing business is more effective and inspiring than emphasizing what’s wrong.
Instead of saying
A bad employee experience can ruin engagement.
Be more uplifting
A great employee experience makes for a happier, more engaged workforce.
We convey a sense of quiet confidence, knowing there’s a solution for every workplace challenge. We answer every question and address every concern. It sounds caring, empathetic, confident, and encouraging. Not self-serving, bragging, or dismissive.
How to sound supportive:
- Put the reader first, acknowledging their needs and offering solutions to solve their problems.
- Focus on what the reader is trying to accomplish.
- Lead with solutions, not products.
- Don’t make Citrix the hero. It’s not about us. Show how we help our customers, partners, and prospects achieve their goals. Avoid bragging and sounding salesy.
Instead of saying
The most complete and effective virtualization solution for 3D graphics apps comes from Citrix, the longtime leader in virtual apps and mobile workstyles.
Be more helpful
No matter how intensive your 3D graphics apps are, we can help you deliver optimal performance, even over challenging low-bandwidth, latency networks.
The way you work is as personal as your fingerprint, so we address our audiences at an emotional level, focusing on the human experience and the real outcomes of our solutions. It sounds conversational, approachable, friendly, and down–to–earth. Not robotic, mechanic, or monotonous.
How to sound human:
- Write like you’re having a conversation, using everyday language—the kind people can understand the first time they read it.
- Use words like you, your, we, our.
- Create a natural rhythm and flow by balancing longer and shorter sentences.
- Don’t use jargon, buzzwords, or insider terms, or speak indirectly to your reader (in third person).
Instead of saying
Organizations are looking for solutions to segregate the high-risk web traffic and execution of web code away from the internal trusted network.
Be more real
By separating web traffic from your internal network, you can keep both your users and your most sensitive data safe.
We don’t waste our audience’s time because we like the sound of our own voice. Our brand is about creating space, not taking it up. Less time reading, more time creating. It sounds simple, smart, and straightforward. Not abrupt, terse, boring, or rigid.
How to sound clear:
- Be direct and get to the point quickly. Be careful not to bury the lede.
- Approach copy with a less-is-more mindset—value quality over quantity and clarity over cleverness.
- Avoid clichés.
- Use the active voice.
- Make it scannable. Keep paragraphs short and use subheads.
Instead of saying
Data is consolidated into a single dashboard providing end-to-end visibility and enabling capacity planning and proactive response to performance degradation.
Be more direct
See all your data in a single dashboard to spot and resolve performance issues fast.
Possible content types
- Brand advertising
- Social media
- Blogs
- Articles
- Analyst reports
Audience goal
Stay on top of trends, discover new technologies and innovations, and see how companies like ours are addressing their needs
Audience state of mind
Curious, excited, skeptical, bombarded, distracted
Tone tips
Keep it light and inspiring. Choose bold words to capture attention and motivate. Use everyday language.
The future celebrates what people can become, not just what they do
Possible content types
- Blogs
- Use cases
- White papers
- Top-level Citrix.com pages
- Blogs
- Statistics
Audience goal
Learn more about various solutions that can solve a specific problem.
Audience state of mind
Seeking knowledge, determined, looking to problem-solve, driven by their own use cases, have business outcomes in mind.
Tone tips
Be helpful. Use words that convey empathy and support. Be straightforward and confident but not salesy. Offer solutions to problems, but dial down the urgency.
Give employees the app and desktop experience they need to succeed—on any device, over any network
Possible content types
- Reports
- Comparison tools and content
- Use cases and customer testimonials
- Technical specs
- Solution briefs
- Webinars
Audience goal
Be able to write an ROI case for their CFO and know which solutions have the capabilities to solve their problem and fit seamlessly into their organization.
Audience state of mind
Likely comparing multiple vendors and looking more in depth at specific functionality.
Tone tips
Use straightforward, plain language focused on benefits. Be specific. Be serious but not stiff. Avoid playful language.
Citrix Endpoint Management provides a policy framework you can use to manage devices, apps, files and network access through a single console. And with easy integrations to Okta and Azure Active Directory, you can keep your existing identity and access infrastructure, too.
Possible content types
- Product trials or demos
- Customer success stories
- Data sheets
- Technical documentation
- Reference architectures
- Implementation guides
Audience goal
See the solution in action, find out if it will work in their current environment, and engage with the vendor to help answer questions.
Audience state of mind
Ready to buy. Laser-focused on the details. Slightly anxious but looking forward to see the fruits of their labor.
Tone tips
This is where it starts to get really technical. Be as clear and concise as possible, but don’t forget we’re still people talking to people.
The Citrix SD-WAN Premium edition integrates WAN virtualization with WAN optimization capabilities. This allows you to optimize the user experience for branch and mobile users while achieving fully resilient applications, regardless of network quality.
Possible content types
- Onboarding plans
- Configuration guidance
- Training materials
- Support
Audience goal
Get the business and end users to see the value in their new solution and verify it’s solving their problem.
Audience state of mind
Excited, relieved, and focused on getting up and running.
Tone tips
For technical support, choose a friendly, helpful, and informative tone. For end user adoption, aim to excite and inspire.
Your flexible workstyle—delivered
When you have the freedom to choose your work style, you can do your best work—any time, anywhere, and on any device. Citrix Workspace gives you and your team members one place to access all apps and files so you can spend less time searching for what you need and more time focusing on what matters.
Always offer a fresh take on familiar ideas. There’s no need to reiterate what they already know.
Help people see what’s possible with Citrix. Don’t harp on problems or take a negative tone.
Use everyday language—the kind people can understand the first time they read it. That means you’ll need to scrub for jargon, buzzwords, and insider terms.
Be supportive, not salesy. Lead with their need, never a product pitch.
Take a less-is-more mindset, and always choose clarity over cleverness.