Write about them, not you.
Customers don't care what you changed. They care what's better for them now, and whether they need to do anything.
Engineer-speak
Written For Us
- “Refactored routing engine with async processing.”
- “Resolved issue #4812.”
- “Various performance improvements.”
Customer-speak
Written For Them
- “Calls to your mobile now connect faster.”
- “Voicemail emails no longer land in spam.”
- “Your call history loads much quicker.”
Benefit first
Lead with what's better, not what changed.
Plain language
No jargon, ticket numbers or code names.
Show it
A screenshot or short clip beats a paragraph.
Say what to do
Any action needed? Say so clearly, up front.
Lead with what’s better for them.