The reason businesses really need Glance to inject human connections into their CX is that people buy things from people they like.

To get people to buy what we're selling, it helps if they like us. That means the way we say things is as important as what we say. It shows people who we are. Here are some guidelines to help you write like we should.

Be all about our customers

We're here to help our customers win. We need them to know that. So make sure you're talking about things from the point of view of our customers wherever you can.

That means understanding and empathizing with them about the challenges and pressures they're facing and the business value they are trying to drive - and letting them know that their challenges are our challenges, and their goals are our goals.

Because when they win, we win. Glance has a 95% customer retention rate, and that is because of our relentless focus on driving measurable business value for our customers.

Be conversational

We're a technology company, selling a complex product and talking to enterprises about how we can solve their serious business challenges.

But that doesn't mean that we have to be too formal about things. Formality can help people take you seriously - but it doesn't exactly make them warm up to you.

So when we're writing about what we do, let's write about it in somewhat the same way we talk about it: clearly, concisely and passionately.

Where appropriate, address the reader in the second person (“Glance can transform your business”). It's OK to use contractions (“it'll” instead of “it will”) if it makes the copy flow more naturally. And try to avoid jargon.

Be confident

We know our stuff. We love our stuff. And we're more than happy to tell you about it.

But bear in mind that most of our customers are just as tech-savvy and BS-averse as we are. So avoid bragging, avoid hype, avoid overclaim.

Confidence is about knowing that what we sell doesn't need dressing up. If we speak clearly and confidently about it, our tech will really speak for itself.

Connect technology to business outcomes

Our tech is really cool - and we can talk about the nuts and bolts, where that's helpful, or expected (or demanded).

But even when we're writing about the nuts and bolts, remember that what we really should care about is what our tech can do for our customers. Because that's what our customers ultimately care about, too.

Try wherever possible to situate Glance in the world. Creating stories around real-world examples will help earn the attention of our audience and help them to imagine how our products can impact their day-to-day.

And speaking of impact: always think in terms of the business outcomes Glance delivers. How does Glance affect our customer's ROIs and KPIs? They want to know, so we want to tell them.

Be emotive

In a world of unguided customer experiences, our tech is emotionally transformative.

Glance fills the human connection gap in digital customer engagements. When a customer needs help making a high-dollar purchase, has a complex question, or wants expertise on demand from a trusted advisor, they want an instant connection with another human that leaves them happy and feeling accomplished. Likewise, customer-facing staff also want happy outcomes for their customers.

This inherently (and relatably) emotive power is great news for our copy. It means we have an emotive story (with a happy ending) that anybody who's tried to buy something complex online will relate to.

So let's make sure that story is getting out there. Talk about the emotions our customers are feeling. Talk about the emotions their customers are feeling. And talk about the emotions they all could be feeling once they've implemented Glance.