Writing
Speaking to our audiences
Understanding our audience
Truckstop serves different customers, which means we speak to different audiences. To align with their specific needs and resonate with their unique points-of-view, we speak to them as individuals in a voice that strives to be recognizably Truckstop.
As a customer-obsessed company, we lead with how we can solve their pain points. We communicate value, not features. We answer, “What’s in it for me?” and “How does this help me and my business?” We don’t sing our own praises.
Audience: Carrier
| POV | From the road, focused on risk |
| Personality | Skeptical, independent |
| Motivation | Make a living, stay free |
| Value Proposition | Find good loads, make more money |
| Persona mindset | “Diesel runs through my veins. I’m third generation in this business and I love it, but it’s rough. I spend a ton of time hunting loads, negotiating rates with brokers, and keeping tabs on my drivers. Shady brokers, unreliable drivers, bad information, and unknowns give me headaches and cost me money. If you can help me find loads and make money, I’ll listen.” |
Audience: Broker
| POV | From the TMS, focused on workflow |
| Personality | Hungry, entrepreneurial, type A |
| Motivation | Move fast, close deals, make bank |
| Value Proposition | Accelerate workflow, make good decisions |
| Persona mindset | “My job is to close 8 or 10 deals a day, every day. I find capacity, call carriers, negotiate rates, match freight, onboard carriers, and get contracts signed. My biggest frustration comes from blind spots that slow me down. Not having good data for rates and lanes. Not knowing the status of loads. Not seeing all the available capacity out there. Not getting paperwork from drivers quickly. Not being able to see what’s coming (economy, capacity, regulatory trends, tax policy, infrastructure, workforce demographics, multi-modal impacts). If you can help me make smarter decisions faster, I’ll listen.” |
Audience: Shipper
| POV | From the warehouse, focused on meeting customer demand |
| Personality | Loyal, watchful, organized, frugal |
| Motivation | Protect the company, be recognized |
| Value Proposition | Manage shipments, simplify workflow |
| Persona mindset | “My job is to get our loads delivered on time and intact, keep warehouses on both ends apprised, and make sure we have the partnerships we need to keep our warehouses humming. My biggest frustration is not having control over my shipments. I don’t want to become a 3PL—I don’t have time, and frankly, that’s why I rely on my logistics partners. I just wish I had more visibility into my freight. If you can help me manage shipments and simplify my day, I’ll listen.” |