Writing Goals and Principles

With every piece of content we publish we:


We give our customers and prospects the information that they need to make informed decisions and to expand their thinking about what’s possible for their business.  

  • We go the extra mile to meet our customer’s goals and needs. Which means we write copy that is inspirational, motivating, encouraging, helpful and tells a story.



We treat readers with the respect that they deserve. We put ourselves in their shoes and don’t patronize them. Respecting our readers means we don’t market AT people; we create opportunities for deeper relationship.

  • We stay active and use the first-person pronoun. What this doesn’t mean is that we are overly scientific, pretentious, superfluous, obvious, robotic. We don’t write in a passive voice.



We tell readers what they need to know, not just what we want to say. We provide them with the exact information they need, along with opportunities to learn more. We share our expertise freely.  

  • Only experts can make what’s difficult look easy, and it’s our job to educate. We are knowledgeable, respectful, informative, and trustworthy.



We think of ourselves as a tour guide for our readers. Whether we’re announcing a new technology or sharing a 365 partnership, we communicate in a friendly and helpful way.  

  • We get foodservice operators because we listen to their challenges, goals, and needs and speak to them in a familiar, warm, and accessible way.


Speak Plainly

We avoid dramatic storytelling and exaggerated claims and focus on our strengths and solutions.  

  • We understand the world our operators are living in: that is often filled with false promises, lack of personalization, and confusion. We strip all of that away and focus on clarity.


Our content is:


Use simple words and short easy to read sentences. Use bigger ideas, fewer words.



Don’t just state the facts. Put the expert knowledge and research in human terms and explain it using words and real-world examples that our readers will understand. 


Limits jargon

Avoid acronyms unless they are industry standard. Jargon includes INSERT EXAMPLES.



Before you start writing, ask yourself: What do we want the reader to do with this piece? What type of value does this provide? Does this piece align with the overall 365 partnership story, and will it deepen our engagement?



Write like a human. Don’t be afraid to break a few rules if it makes your writing more relatable. All our content, from homepage to system alerts, should be warm and human.