Voice DNA
Three cities shape our character
Each trait shows up differently depending on context, but together they define who Poggio sounds like.
SF optimism
We believe technology makes things better. Our conviction is earned by delivering working systems.
NY ambition
We're building something consequential. We think big and move fast.
Chicago kindness
We're warm without being soft. We meet people where they are and assume the best.
Audience
Who we write for
Good Poggio writing works for our target audience, whether they think primarily in terms of workflows, outcomes, or systems, without dumbing down for any of them.
| Role | Cares about | Tone note |
|---|---|---|
| Revenue leaders | Outcomes, strategy, competitive advantage | Lead with business impact. Use technical detail as evidence, not the headline. |
| Sales professionals | Workflow, efficiency, day-to-day wins | Be practical. Show the workflow, not the architecture. |
| Technical RevOps leaders | Architecture, integration, reliability | Go deep. Be precise. Respect their expertise. |
Principles
Five principles guide every piece of writing
In priority order.
Spend words wisely
Earn attention through big ideas, clearly communicated. One idea per sentence. Cut the fluff.
Respect the reader
Our readers are busy and sharp. Give them the information they need to act with confidence. Never hide behind jargon.
Be transparent
Name trade-offs openly. If something is hard, say so. If we don't know yet, say that. Earn trust with each interaction.
Make it real
Support claims with concrete numbers, proven outcomes, real examples, and specific capabilities.
Tone by Context
Same voice, different register
Same voice, different tone depending on context.
| Context | Tone | Example |
|---|---|---|
| Product marketing | Confident, concrete, specific | “Poggio agents handle research, outreach, and follow-up so your team can focus on closing.” |
| Thought leadership | Curious, analytical, opinionated | “The most valuable systems won't store records. They'll own intent.” |
| Documentation | Precise, helpful, zero-ego | “Pass agentId as a path parameter. The response body includes the agent's current state and task queue.” |
| Product error messages | Calm, direct, actionable | “Connection lost. Your work is saved locally. We'll sync when you're back online.” |
| Sales enablement | Respectful, grounded, specific | “Teams using Poggio reduce manual CRM updates by 6 hours per rep per week.” |
Language Rules
Patterns to avoid and prefer
Concrete patterns for writing and editing Poggio copy. Use these when prompting AI writing tools.
Avoid
Em-dashes for parenthetical asides
Overused by LLMs and a signal of generated text. Fold the aside into the sentence or start a new one.
Don’t
Our platform — which integrates with every major CRM — handles all of this automatically.
Do
Our platform integrates with every major CRM and handles all of this automatically.
Em-dashes for end-of-sentence emphasis
Overused by LLMs and a signal of generated text. Extremely common to land a thought after a comma separated list. A comma, concatenation, or a full stop sounds more polished.
Don’t
Poggio delivers customer aligned POVs, account plans, and next actions — directly in Salesforce.
Do
Poggio delivers customer aligned POVs, account plans, and next actions directly in Salesforce.
The contrast construction ("It's not just X, it's Y")
A hallmark of LLM copy. The rhetorical flip adds words without adding insight. State what it is.
Don’t
It's not just a tool, it's a transformation of how your team operates.
Do
Poggio changes how your team operates.
"Leverage," "utilize," "facilitate," "synergy"
Corporate filler. These words make sentences longer without making them clearer.
Don’t
Leverage our platform to facilitate cross-functional synergy.
Do
Use Poggio to connect your teams.
Stacking adjectives before nouns
One strong noun beats three weak adjectives.
Don’t
Our cutting-edge, AI-powered, enterprise-grade solution.
Do
Poggio.
"Revolutionize," "game-changing," "next-generation"
Hyperbole erodes trust. Show what it does. Let the reader decide what to call it.
Don’t
A revolutionary approach that will transform your entire revenue operation.
Do
An approach to revenue operations that compounds over time.
"In today's rapidly evolving landscape"
The canonical LLM opener. If your first sentence could introduce any product in any industry, rewrite it.
Don’t
In today's fast-paced business environment, organizations need agile solutions.
Do
Revenue teams waste 30% of their week on manual data entry. Poggio fixes that.
Rhetorical questions as transitions
"But what does this mean for your team?" is padding. Just tell them.
Don’t
So what does this mean for revenue leaders? It means everything is about to change.
Do
Revenue leaders get real-time pipeline visibility without waiting for a weekly report.
Prefer
Start with the concrete
A specific example, number, or scenario earns the right to generalize. Ground the reader before going abstract.
Do
A single agent booking a sales trip touches your CRM, HR system, finance software, and a dozen external services. No single platform governs all of that.
Use analogies from familiar domains
New concepts land when anchored to known ones. Pick an analogy the reader already has and build from there.
Do
Today's CRM records are maps: simplified representations of reality. Agents can navigate the territory itself.
Short sentence after a long one
Rhythm matters. Follow a long sentence with a short one for emphasis.
Do
Revenue teams spend hours each week updating CRM fields, formatting reports, and chasing context across tools. Poggio handles that.
Active voice, present tense
Passive voice hides the actor and adds words. Present tense creates immediacy.
Don’t
Reports are generated by the system and can be reviewed by the team.
Do
The system generates reports. Your team reviews them in real time.
Name the actor
"It enables teams to..." is vague. Readers trust writing that names who does what.
Don’t
It enables seamless collaboration across departments.
Do
Poggio connects your sales and revenue operations teams in one workspace.
End on your strongest sentence
Put the punchline last. Don't follow an insight with a weaker summary.
Do
Own the objects, own the workflow, own the ecosystem, own the value.
Oxford commas
We aren't neanderthals.
Do
Poggio is the best way to deeply understand your customers, prioritize your best deals, and drive action.
On AI-assisted writing
This guide applies to humans and AI. When prompting AI to write Poggio copy, include these rules. Rewrite and edit until it feels right.