Writing

Why we write

At Coupa, we typically write for one or more of the following reasons:

• To inform. We want to educate prospects, partners, and customers about our products. We want them to understand the positive changes Coupa can bring to their businesses and to know how to get the most out of our software.
• To persuade. Why should someone use Coupa? Why should they care about our solutions at all? Write about it.
• To connect and build trust. We want BSM leaders to look to us as a trusted source of information and solutions. We want them to feel seen and heard, to know that we get them. We’ve been in the trenches, too, and they can rely on us. As mentioned in the tone and voice guide, we write with empathy, which helps establish a reason for people to believe us when we’re establishing thought leadership.

Why your writing matters

Good ideas can come from anywhere. We want to showcase the depth and breadth of smart, talented, hard-working Coupanians who contribute to our customers’ successes. We want you to feel empowered to write well in a way that will resonate with your readers.

This guide will help you communicate your written ideas clearly, effectively, and on brand.

Principles to write by

If you remember nothing else, remember these three principles:

• Clarity, clarity, clarity. If people can’t understand what you’re saying, what’s the point? Choose clarity over cleverness. Choose clarity over complexity (which is not the same as dumbing things down). Choose clarity over that big fancy word you’ve been hoarding in your mind since your college entrance exams.
• Focus on connection. Who is the audience? Why should they care? Is your writing achieving the goal you had in mind? Effective writing never loses sight of these guiding questions.
• Keep it on brand (when writing for Coupa). Our brand voice captures our culture and our values. Everything published under the Coupa logo should reflect this voice for consistency, to build trust, and to maintain quality.