HOW WE IDENTIFY
Red Stag Fulfillment should be spelled out the first time and when appropriate but can be shortened to RSF if “fulfillment” has been used too much.
GUIDELINES:
When using our company name in writing, please avoid the following common mistakes.
- Don’t use all caps.
- Don’t use lowercase for the first letters.
- Don’t merge the words “Red” and “Stag.”
- Don’t use the UK spelling of “fulfilment”
(note one “L”).
DO THIS:
DON’T DO THIS:
WRITING PERSPECTIVE
PRIMARY: “YOUR”
Red Stag Fulfillment offers a service that does the work for the customer. While they’re part of our success and processes, a core benefit is that customers don’t have to be involved in the day-to-day. Alleviating their problems and concerns or helping them run the business is the goal, and the perspective we use to talk about it reinforces being helpful.
Content should use the “you/your” point of view where the service speaks to the customer.
“Here is your inventory. Here’s what you need to know. X Tips to Improve Your Operations.”
It keeps us conversational and sets up RSF as an assistant to their business, reinforcing trust.
SALES & CTAS: “OUR”
“We help you.”
When discussing specific products and services in sales messaging and CTAs, writers should shift to our point of view and prioritize “our,” “we,” and “us.” It shows that RSF is actively working to provide that help and humanizes the brand. The people who make RSF successful are those working in the warehouse. Using the “our” point of view reminds the audience that there are real people behind the service.
GRAMMAR RULES
VOICE
Active voice is almost always preferred. It helps language avoid feeling stiff or unnatural. Active voice can make your writing more engaging and punchier. Active voice ensures clarity about who performs what action. Keep at least 90% of sentences in the active voice.
Active
You can save up to 15% with us.
Passive
Savings of up to 15% have been achieved by companies working with us.
Passive voice isn’t evil, though! It makes sense in some situations:
Rules are made to be broken, including the one that says to always use active voice!
Savings were achieved by companies that moved to flat pack furniture. (We aren’t likely to change a customer’s products or packaging without good reason, so the sentence sticks ‘savings’ in their mind before discussing the change.)
CASE
Headlines : Use all caps and Monserrat font on website titles and H1 headers.
Example: Outsourcing Car Parts Fulfillment: Here’s How to Work With Red Stag Fulfillment
Subheads: Use Sentence Case, where only the first letter of the first word in the sentence is capitalized.
Example: What’s the integrity of your boxes?
Blog Titles: Use Title Case and capitalize the first letter of each important word. Do not capitalize articles, prepositions, or the “to” in an infinitive.
Example: Outsourcing Car Parts Fulfillment: Here’s How to Work With Red Stag Fulfillment
CTA buttons: USE ALL CAPITALS
Example: LEARN HOW RSF CAN HELP YOU
Employee Titles: Use Title Case
Example: “Yes,” says Matt Novak, Red Stag’s Client Relations Project Manager.
PUNCTUATION
For clarity, we use the Oxford (serial) comma in lists of things.
Example: Working with RSF will save you money, improve fulfillment times, and help you sleep better at night.
SPELLING & FORMATTING