Communication
Guide

A consistent voice is as important as visual identity. The Communication Guide defines how Fluent Conveyors communicates across marketing, documentation, customer support, and internal messaging.

Purpose Of The
Customer Persona

A customer persona is a fictional representation of the company's ideal customer, built from demographics, behaviors, interests, and lifestyle insights. It helps guide communication, marketing, and advertising by representing the audience most likely to connect with and purchase the brand's products.

Demographics

Background

Went to college out of state and worked there for a few years while earning his full license. Later moved back to the Midwest to be closer to family. Got a job through a family friend connection and continues to grow within the company.

Goals

Wants to improve the quality of their conveyor process.
Wants to continue to move up in the company. Sees making improvements as a way to show his abilities.

Challenge

Many of the older people at the company are less likely to be onboard for innovative additions.

Identifiers

Native English speaker
Prefers calls to texts or emails
Dresses business casual, wears polos over dress shirts
Can often be seen in a ball cap
Drives a truck, with a carseat in the back
Likes to golf

Common Objections

Lack of name recognition
Others in the company do not want to innovate and would like to keep to the status quo
Recession conscious

How We Help

Helps businesses improve their conveyor processes with innovative replacement parts and modern solutions, allowing older conveyor systems to be upgraded without requiring a full refit.

Elevator Pitch

Fluent Conveyors is a growing company focused on research-driven innovation and high-quality conveyor systems. While we may still be building our name in the industry, our goal is to become a trusted leader in conveyor solutions. We focus on delivering the right product for each customer's needs, because a solution is only successful if it truly works for the people using it.

Style Of Writing

Plain Language

Using written and PRE-Sales response for the writing system, both offline and online content must encompass the writing style as described in the section. Fluent Conveyors copywriters should consider the following principles when writing communications:

Lead with customer value, not product features
Speak in second person: "you" and "your," not "clients" or "users"
Use action verbs and active voice
Keep sentences short; average 12–18 words
Avoid jargon unless the audience is highly technical
End paragraphs with a call to action or next step
Match urgency and empathy to the situation

Storytelling

In driving technical communication narratives, Fluent Conveyors writing brings the product to life through the customer's perspective. Stories give a voice of authenticity, drive engagement, and communicate complex ideas in a simple way. Each story should follow:

Situation → Solution → Outcome structure. A customer first-person testimonial should also be included where applicable.

Global Platform Guidelines

Writing

Front-load all text. Use plain language. Avoid acronyms unless standard to the named body.

Alt Text

Required on all images, web and social. Use keywords. Prefer narrative alt text on social platforms.

Captions

All videos must have accurate closed captions. Use in-app generation on social — review for errors.

CTAs

Always include a call to action. On social, soft CTAs — comments, saves, shares, follows — are preferred.

Paid Content

Keep to your products. Use shortest possible copy, but stay clear. Mimic organic content style.

Off-Platform Links

Use sparingly on social — external links often reduce visibility and reach.

Explore Our Brand

Discover how Fluent Conveyors brings its identity to life across every touchpoint. Exploring our brand allows teams, partners, and clients to better understand how consistency, clarity, and design work together to create a unified experience across all applications.