Pro

Writing for Pros

We tout benefits that will save Pros TIME and MONEY.  Think CONFIDENCE and CONVENIENCE. Focus on EXCLUSIVES and things they'll only find at The Home Depot. Our Pros have limited time and lots to do, so get to the point as quickly as possible. They value, innovation, convenience, organization and staying competitive. 

We also like to tout our capabilities in Pro as often as possible:

• The Personalized Pro Online Experience

• The Pro Xtra Loyalty Program

• Delivery (free, same-day, two-day, job-site)

• Mobile App

• Tool & Large Equipment Rental

• A dedicated Pro Desk and knowledeagble Pro associates

Promotional Language for Business Customers

• Reference CRM General Guidelines

• Use % Off messaging with Pro offers provided that offer details align with the general Pricing Language guidelines (e.g. A full range of savings must be shown if less than 20% of the offering is available at highest savings claim.)

• Pro promotional materials aligns with Bulk Pricing guidelines

Punctuation

In addition to Punctuation guidelines, please note exclamation points are to be used even more rarely for business messaging than B2C messaging and only where not in conflict with the Pro direct and no-nonsense voice.

Writing for Pro End Markets 

There are a variety of Pros who trust and rely on The Home Depot. National enterprises and part-time plumbers are all Pros at The Home Depot. Tailor language to speak directly to the Pro and their industry. Across industries, Pros are: 

• Action-oriented decision makers

• Seeking information, products and services directly associated with their income

• Looking for ways to help their business or employer succeed in a competitive market

• Answering to their clients, renters or business owners 

Our key Pro end market industries are: 

• Specialty Trades

• Multifamily 

• Institutional 

Generic marketing copy must find ways to speak to all end markets without alienating any key customers. Targeted campaigns should use industry-specific terms and benefits that resonate with the customer type.

EX: Shop Durable Vinyl Flooring Fit for Any Space

Writing for Institutional 

Our institutional customers range from office managers to educational facilities. This segment includes Hospitality, Healthcare, Building Service Contractors (BSCs), offices and other commercial customers. These customers are more inclined to purchase office and breakroom supplies or janitorial and cleaning supplies than power tools and appliances.

Institutional customers are most motivated by organization, reliable delivery and special Pro pricing. They are unlikely to ever come into stores for their orders.

Institutional words:

• Facility

• Staff

• Guests/Clients

• Tenants

• Your Office/Business

• Occupant(s)

EX: Disinfect Faster & More Efficiently With Ryobi Electrostatic Sprayers

Pro Xtra

Pro Xtra is The Home Depot's loyalty program for Pros. Pro Xtra members can take advantage of special services, savings and business tools.  Reference the Pro Xtra Copy Deck for specific wording and standards. 

Pro Xtra Brand Voice

REAL. AUTHENTIC. GENUINE. AND SOMETHING MORE. Because Pro Xtra members are a key subset of our Pros, we have developed a special brand voice for our communications. We call it the Hero-Caregiver voice.

The essence of the Hero-Caregiver voice is an attitude of helpfulness, support and hard work. It’s an attitude of “servant leadership” in which helping is the highest honor. Hero-Caregivers want to make sure our members have everything they need to get the job done and succeed. Our communication style is straightforward, salt of the earth, smart and confident. Nothing fancy here, just great organization, hard work and determination. 

The Pro Online Experience

Pro Xtra members have access to an enhanced online experience, built with time-saving tools and features to help manage and grow their business.  Reference the Pro Online Experience Copy Deck for specific messaging and guidelines. 

The Pro Online Experience exists behind the authenticated login and is only available to Pro Xtra members. The tools include:

• Sync to QuickBooks

• Shop from personalized homepages

• Create quotes lock in pricing for seven days

• Add and manage multiple account users

• Use Buy It Again to quickly reorder frequently needed items

• And more

When speaking to the Pro Online Experience, we use the following value props across channels: 

• Time-Saving Tools & Exclusive Features 

• An interconnected, personalized experience that can be accessed from any device

• Online tools you need to manage and grow your business

  • • • • • • *Please note standard text is "manage and grow", never "grow and manage"

Pro Word Style & Usage

Please see Word Style & Usage for the Core language rules.

A

account representative: Standard language for the sales professionals who work with B2B Reno/Remodel customers. 'Pro Account Representative' is also acceptable. Please use 'Sales Professionals' for Institutional, Multifamily and Specialty Trades customers or generic copy addressing all customers.

ADA: Standard abbreviation for Americans With Disabilities Act. Not A.D.A.

and more: Avoid ending lists with "…and more" when more engaging language is an option, especially in headings.

ANSI: American National Standards Institute. Most applicable to Trades and Government Pros. Do not use abbreviation on first mention. 

ASTM: American Society for Testing Materials. Compliance is most important to Trades professionals. Do not use to describe products unless .Com offers a right rail ASTM refinement, such as the one in Work Boots.

B

Bid: Please use only for Trades audience. 

Bottom Line: Approved verbiage on value-driven promotions. Ie: “Improve Your Bottom Line”

Budget: Approved verbiage for value-driven promotions regarding our Pros’ planned expenses. Ie: “Stay on Budget”. Do not use to describe products. Do not use “Under Budget”.

C

client(s): See customer. Avoid client and use the broader term “customer” unless necessary. "Client" may be only used for Pro customers in trades or service-based businesses.

commercial: Use to describe products when designated as such by the manufacturer. Use commercial in relation to businesses. Do not use to describe non-profit organizations, government offices or multifamily properties.

crew: Not preferred language. Please use more widely appropriate “Team”.

customer(s): Use the broader term “customer” instead of “client” to speak to patrons serviced by Pro customers.

D

delivery: Use "free delivery". Do not use "free shipping". These terms are different in industry. Shipping is not a synonym for delivery. See Standard Messaging for approved Pro delivery messages. 

DIY: Do not use. Never applicable to Pro audience. 

E

e-procurement: Standard spelling is with the hyphen. Please do not use “eprocurement”.

essentials: Avoid when possible. Use language that speaks to a customer benefit.

F

facility: Standard term for the offices and properties of Institutional customers, such as building service contractors. Use “property” for all other customer segments or "your client's home" for Contractor customers. 

freight: Bulk transportation of goods for a commercial purpose. Use “delivery” for Pro customers. 

G

guest(s): Use guest(s) to reference customers in the hospitality industry.

H

healthcare: Not health care. This agrees with industry spelling used by Healthcare customers.

HVAC: Approved abbreviation for use on first mention. Use in place of “heating, ventilation and air conditioning.”

I

industrial: Use to describe products when designated as such by the manufacturer. Do not use to describe end markets or customer types as industrial. 

in stock: Hyphenated only when modifying a noun or verb (e.g. “in-stock supplies”)

J

job: Use “job” in reference to general work performed by specialty trades professionals. This term is not applicable to multifamily or institutional end markets. 

job site: not “jobsite”; “job-site” when used as a modifier (e.g. job-site delivery)

K

L

M

multifamily: Use “multifamily” as one word, not hyphenated.

member: Use instead of "customer" to describe Pro Xtra customers. Ex: Members of Pro Xtra.

N

new: Standard language for new SKUs, can only be used for six months. 

NFPA: National Fire Protection Agency. Do not use abbreviation on the first mention. Applicable to the Multifamily audience.

O

OSHA: Occupational Safety & Health Administration. Abbreviation is approved for first use. OSHA is applicable to all end markets. 

P

patron(s): Use "guest(s)".

patients: Use to describe customers for Healthcare Pro customers. "Patient" is used even for long-stay care facilities. Do not use "resident". 

personnel: Use to describe Pro customers’ employees.

POs: Abbreviation approved for use in headers and subheaders. Please use “Purchase Orders” in body copy. 

Pro: Used to describe Pro Xtra members and potential members (professionals who visit The Home Depot). Both “Pro” and “Pros” are always initial capped. 

professional: Abbreviate as ‘Pro’ wherever reasonable. For example, "Pros" or "Pro-Grade".

project: Do not use for Pro audience. Replace with “job” or “business” when appropriate.

property: This is a generic term that may be used for all Pro customer segments, with the exception of Institutional. When addressing the property of Institutional customers, use "facility". 

Pro Xtra Members: Standard language for Pro Xtra customers. Do not use "customer" to describe Pro Xtra members. 

PTAC: Packaged Terminal Air Conditioner. Abbreviation approved for use on first mention.

Q

R

resident: Use to describe renters in residential properties for Multifamily customers. Do not use "tenant" for residential properties. It is considered detached and impersonal. 

ROI: Abbreviation approved for us on first mention. “Return on Investment” is generically applicable to Pros and understood by the audience.

rough plumbing: Preferred verbiage. Use instead of “rough-in plumbing”.

S

sales professional: Please use to refer to sales professionals who work with B2B Institutional, Multifamily and Specialty Trades customers. 'Field Sales Professional' is also acceptable. When speaking to a customer that overlaps with Reno/Remodel, also use 'Sales Professional'. 

staff: Can be used to describe employees of a business in the Institutional segment or for large multifamily properties. In other cases, please use "personnel". 

supplies: Use sparingly. Specific language is preferred. Avoid over use of blanket terms: “supplies”, “essentials”, “items” and “products” if possible.

T

tenant: Use to describe businesses renting commercial spaces. Only use for commercial properties. Do not use “tenant” for the multifamily audience.

The Pro Online Experience: Standard language. Do not abbreviate in customer-facing copy.

time frame: Not "timeframe".

turn: Use for the multifamily audience to reference the act of turning an apartment and Turn Season (the period of the year when a high number of renters move into and out of apartments). This word is not interchangeable with “turnover”.

turnover:  For the Multifamily audience, “turnover” is the opposite of “retention”.  Use “turnover” to describe losing residents and the associated costs. Ex: Reduce apartment turnover, turnover costs.

U

V

W

X

Y

Z

Questions or comments on Pro Voice?

Contact paxton_d_sellers@homedepot.com