User Manual

Writing
Target audience
Our writing aims to connect with the people who are
financially or commercially responsible within their
company. These people have at least some knowledge of
the e-commerce landscape. They need to be convinced
of ChannelEngine’s versatility, usability, and profitability.
When they leave, ChannelEngine’s benefits and dedication
should be obvious to them.
Developers, especially for larger corporations, should not
be excluded. We provide the tools they need, such as a
REST API and code libraries, to implement our product.
Tone-of-voice
The aim is always to present ChannelEngine as a pro-
fessional and knowledgeable partner for any business
looking to sell more on more channels. We have a lot of
experience in the rapidly-changing scene of e-commerce,
and we’re excited about sharing it. But we are not old
or stuy. Our tone-of-voice is generally professional and
knowledgeable, but it’s also fresh and excited. We are
honest and up-front. If something goes we wrong, we are
the type of people who apologize and learn from it.
Try to use short and clear sentences. We already use
jargon. We’re explaining a dicult and abstract product.
Short sentences will make reading and comprehending
easier.
Because of the wide range of the target audience and
ChannelEngine’s possibilities it is paramount that we are
concrete in our wording. Someone at a large enterprise
will know what ERPs and PIMs are and will look for this.
Same goes for someone who runs a smaller online store
through one of the e-commerce platforms like Magento or
WooCommerce. And likewise with developers looking for
our availability of an API and plugins.
Consider these attributes when writing,
ChannelEngine is:
• Professional but not boring
• Knowledgeable but not condescending
• Excited but not hyperactive
• Fresh but not young
• Helpful but not overbearing
• Beneficial but not cheap
The voice is consistent in every text. The tone, however,
may change. Try to consider the readers state of mind. Are
they excited about signing up? Anxious because some-
thing seems to have gone wrong? Or confused and lost?
Adjust your tone accordingly.
4
Consistency
Consistency is key in explaining a product as dicult and
diverse as ours. Always ensure that elements which belong
together are structurally and visually consistent. When
written like this, readers’ minds will know what to expect.
Instead of interpreting the text they’re reading, they’ll be
able to comprehend it more easily. Consistency also looks
and feels more professional.
Visually
A part of appearing professional is visual presentation.
When finishing a text ensure that everything fits. This
means that elements which belong together have the
same structure and the same amount of lines or words.