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However, based on past CL projects, we’ve found that we write with the following behaviors in mind the most:\n\n#### Optimistic\nSmall Business Owners are burning the candle at both ends. When we have a chance to talk to them, we should convey a sense of positivity—sending them encouraging thoughts even if there’s a hiccup along the way.\n\n#### Clear\nSmall Business Owners have a lot going on in their day-to-day. That’s why we need to be as concise, direct, and empathetic as we can when talking to them—using plain, easy-to-understand language when explaining products, policies, and claims.\n\n#### Helpful\nTo a Small Business Owner, insurance is a necessity more than a main focus of their business. But, when they need our assistance, we need to shine by offering friendly, pleasant, solution-oriented advice to them along the way.\n\n### Keeping it simple: Creating content for PGR\nWhen it comes to writing—whether it’s body copy, headlines, articles or more—one of our general guiding principles for all Progressive communications is to keep it simple. To cut out all of the clutter, bring the main message to the forefront, and keep our content as simplistic and easy-to-read as possible.\n\nThat’s why we’ve put together a number of questions for writers, designers, and content creators to ask themselves before, during, and after the creative build:\n- Can my message be delivered more succinctly?\n- Can any elements be removed from the layout?\n- Is my vocabulary as clear and direct as possible?\n- Can the content be made more scannable and easier to read?","border-bottom",[931],{"id":932,"label":933,"icon":156,"url":934},406,"Learn more about Progressive's voice","\u002Fbrand-behaviors ",[],[],"page.text-content",{"id":939,"navAnchor":940,"title":66,"content":8,"subheadText":941,"borderClass":929,"buttons":942,"groups":947,"blurb":948,"__component":937},414,"cl-b2b","When talking about CL in the agency space, we call it B2B, or “business to business.” Commercial Lines B2B follows the core Agency Distribution B2B guidelines, but features an alternate color palette and identifying graphic elements to create distinction from core B2B and Commercial Lines material.",[943],{"id":944,"label":945,"icon":156,"url":946},407,"Commercial Lines B2B Guidelines","\u002Fcommercial-b2b",[],[],{"id":950,"navAnchor":951,"title":952,"content":8,"subheadText":8,"borderClass":929,"buttons":953,"groups":962,"blurb":963,"__component":937},415,"resources","More resources",[954,958],{"id":955,"label":956,"icon":156,"url":957},408,"Visit DAM portal","https:\u002F\u002Fprogressive.widencollective.com\u002Fdam\u002Fdashboard",{"id":959,"label":960,"icon":84,"url":961},409,"Download PDF of Commercial Lines Brand Identity","https:\u002F\u002Fprogressive.widen.net\u002Fview\u002Fpdf\u002F4kbmhdxypx\u002F18B40270_CL_Brand_Guidelines_R19.pdf",[],[],{"id":475,"prevLabel":965,"prevUrl":966,"nextLabel":967,"nextUrl":968,"borderTop":969,"__component":970},"Small Business","\u002Fsmall-business"," Snapshot ProView®","\u002Fsnapshot-proview","no-border","page.button-pagination",1783534011857]