Quill Personality Traits
A guide to our brand voice
Making a Connection Our voice is the distinctive way we speak to customers through emails, catalogs and phone conversations. This voice should convey our personality (friendly, attentive and savvy) and engage our customers. Our words shouldn’t come from the perspective of what we stand to gain from a transaction, but should communicate to customers the substantial benefits that they’ll receive each and every time they do business with us. Our words need to make a connection with customers—to show that we understand their busy days, their need for value, and their need for speed and convenience. We need to convey that we’re attuned to their experiences, and mine the specifics that ring true to their position as a busy office administrator.
Friendly What it means: every experience with Quill.com is a positive one…even if there’s and occasional “bump” in the road Attributes Empathetic Accommodating Warm Proof points Warm, engaging customer service representatives (online and phone) CSAT scores that consistently tell us how kind and helpful our reps really are Return policy that fast and simple – plus for small orders, we let you donate the items to the charity of your choice
Attentive What it means: We understand the needs of our customers and are proactive in meeting them Attributes Responsive Proactive Detail oriented Proof Points Quick response time of customer service representatives Reorder reminders that indicate what you ordered last, and when you should reorder those items again Ever-expanding product selection to ensure that what you need is always available Fast, free delivery from one of our many distribution centers and competitive everyday pricing Instant savings that don’t make you wait
Savvy What it means: We have the
knowledge and a knack for providing solutions for any issue or need related to the office or office products Attributes Smart Solution-orientated Cutting edge Proof Points: Customer Service Representatives, Furniture And Tech Specialists Online shopping tools like My Ink & Toner, product finders, legacy printer comparison tool and Web site navigation
Tone and Voice
Be clear, engaging and clever Copy should be written in a benefit driven fashion – the focus should be on “them” … not us. Copy should be written in a way that shows we respect our customers – we understand who they are, what their days are like and just how hard they work Copy should always be straightforward, our customers simply don’t have time to read extraneous fluff or lengthy narratives Copy shouldn’t be afraid to make the customer think in a different way (“Hey, I didn’t even know I needed that”)
The right tools for the job Good copy is not always clever, and clever copy is not always good. The common thread in effective copy is that it draws the customer into the overall creative. Sometimes that means cutting copy and letting the offer speak for itself; sometimes that means framing an offer in a unique way that sparks new interest.
The point is, we’ve got to use good judgment in deciding when a creative headline is needed to engage a customer, and when a more straight forward approach is warranted. Customers know that our monthly sales flyer contains our best sale offers and a broad selection of supplies - creative copy may not be needed in this case. A hot buy e-mail with a great 1-day offer does not need copy that buries the lead, the offer speaks for itself. Deliverables that promote new products or services are more likely to need creativity behind them to adequately explain their purpose. When a standard promotion is the lead, a new creative twist can re-engage customers and turn the focus back to what they’ve been tuning out
Saying it Correctly General Messaging What it sounds like…
What it doesn’t sound like
Pick. Click. Save!
Save time and money on every order
65,000 supplies. Zero hassles.
Satisfaction guaranteed!
Coupon savings! (no clipping required)
Make your own sale!
Basic supplies. Advanced savings.
Get the basics for less!
Start saving with a single click (shop now)
Shop online and save big!
Savings that’ll make your boss smile
Save big with monthly specials
Meet your budget’s new best friend!
Save big with monthly specials
Instant savings. No waiting.
Instant savings are here!
Full price is not an option
Fantastic savings all month long
Saying it Correctly Cleaning & Breakroom Messaging What it sounds like…
What it doesn’t sound like…
Clubs don’t have a monopoly on low prices!
The low prices you’re looking for are here!
Shop our aisles from the comfort of your desk
Shop our full selection of food, beverages and cleaning supplies
Don’t stand in long lines. Save online!
Don’t run out!
Low club prices. No club hassles.
Cheaper than Costco.com
Low prices. No hassles.
Always your best value!
You’ll pay more at the big box store!
Cheaper than Costco.com
Saying it Correctly Tech Messaging What it sounds like…
What it doesn’t sound like
Work smarter. Not harder.
The new technology is here.
Getting technical has never been so simple
Your source for the best in office technology
All the tech you need to succeed!
Your one-stop source for technology
High tech. Low prices.
Tech for less
Upgrade now and save!
Printer sale!
Making a Connection Our voice is the distinctive way we speak to customers through emails, catalogs and phone conversations. This voice should convey our personality (friendly, attentive and savvy) and engage our customers. Our words shouldn’t come from the perspective of what we stand to gain from a transaction, but should communicate to customers the substantial benefits that they’ll receive each and every time they do business with us. Our words need to make a connection with customers—to show that we understand their busy days, their need for value, and their need for speed and convenience. We need to convey that we’re attuned to their experiences, and mine the specifics that ring true to their position as a busy office administrator.
Friendly What it means: every experience with Quill.com is a positive one…even if there’s and occasional “bump” in the road Attributes Empathetic Accommodating Warm Proof points Warm, engaging customer service representatives (online and phone) CSAT scores that consistently tell us how kind and helpful our reps really are Return policy that fast and simple – plus for small orders, we let you donate the items to the charity of your choice
Attentive What it means: We understand the needs of our customers and are proactive in meeting them Attributes Responsive Proactive Detail oriented Proof Points Quick response time of customer service representatives Reorder reminders that indicate what you ordered last, and when you should reorder those items again Ever-expanding product selection to ensure that what you need is always available Fast, free delivery from one of our many distribution centers and competitive everyday pricing Instant savings that don’t make you wait
Savvy What it means: We have the
knowledge and a knack for providing solutions for any issue or need related to the office or office products Attributes Smart Solution-orientated Cutting edge Proof Points: Customer Service Representatives, Furniture And Tech Specialists Online shopping tools like My Ink & Toner, product finders, legacy printer comparison tool and Web site navigation
Tone and Voice
Be clear, engaging and clever Copy should be written in a benefit driven fashion – the focus should be on “them” … not us. Copy should be written in a way that shows we respect our customers – we understand who they are, what their days are like and just how hard they work Copy should always be straightforward, our customers simply don’t have time to read extraneous fluff or lengthy narratives Copy shouldn’t be afraid to make the customer think in a different way (“Hey, I didn’t even know I needed that”)
The right tools for the job Good copy is not always clever, and clever copy is not always good. The common thread in effective copy is that it draws the customer into the overall creative. Sometimes that means cutting copy and letting the offer speak for itself; sometimes that means framing an offer in a unique way that sparks new interest.
The point is, we’ve got to use good judgment in deciding when a creative headline is needed to engage a customer, and when a more straight forward approach is warranted. Customers know that our monthly sales flyer contains our best sale offers and a broad selection of supplies - creative copy may not be needed in this case. A hot buy e-mail with a great 1-day offer does not need copy that buries the lead, the offer speaks for itself. Deliverables that promote new products or services are more likely to need creativity behind them to adequately explain their purpose. When a standard promotion is the lead, a new creative twist can re-engage customers and turn the focus back to what they’ve been tuning out
Saying it Correctly General Messaging What it sounds like…
What it doesn’t sound like
Pick. Click. Save!
Save time and money on every order
65,000 supplies. Zero hassles.
Satisfaction guaranteed!
Coupon savings! (no clipping required)
Make your own sale!
Basic supplies. Advanced savings.
Get the basics for less!
Start saving with a single click (shop now)
Shop online and save big!
Savings that’ll make your boss smile
Save big with monthly specials
Meet your budget’s new best friend!
Save big with monthly specials
Instant savings. No waiting.
Instant savings are here!
Full price is not an option
Fantastic savings all month long
Saying it Correctly Cleaning & Breakroom Messaging What it sounds like…
What it doesn’t sound like…
Clubs don’t have a monopoly on low prices!
The low prices you’re looking for are here!
Shop our aisles from the comfort of your desk
Shop our full selection of food, beverages and cleaning supplies
Don’t stand in long lines. Save online!
Don’t run out!
Low club prices. No club hassles.
Cheaper than Costco.com
Low prices. No hassles.
Always your best value!
You’ll pay more at the big box store!
Cheaper than Costco.com
Saying it Correctly Tech Messaging What it sounds like…
What it doesn’t sound like
Work smarter. Not harder.
The new technology is here.
Getting technical has never been so simple
Your source for the best in office technology
All the tech you need to succeed!
Your one-stop source for technology
High tech. Low prices.
Tech for less
Upgrade now and save!
Printer sale!
