Text Principles and Structure

Understand first:

  1. The Segment: and target the narrowest segment for the message as possible.

  2. The Goal: what is the purpose of the message, how the user will pay more;


All text should be:

  1. Understandable (100% of the audience should understand and your grandma if it's public)
  2. Needed
  3. Short as possible (and even shorter)


Body Text:

Addittional information/features — in bulletpoints, steps how to do — in numberlist, additional steps in numberlist — in bulletpoints;

Bold for offer/Call to action (depending on the goal), or emphasis (if needed);

Links on phrase/action/email (not on "learn more", "here"), opened in another tab, use: target="_blank";

  • Emails:
    • Subject hot, max 6-10 words;
    • Greeting (formal/informal);
    • Introduction (what it is);
    • Conclusion/profit (why you need this);
    • Signature (private — personal letters; general (support) — newsletters).
  • Tasks, FAQ's, Borcov.group:
    • Headline: describes a problem or asks a "How to" question;
    • 1 sentence = 1 step: Do > This > Where;
    • Never use 'right-click', 'double-click' (Tablets don't have this option);

    • Avoid using articles 'the', 'a';
  • SP/B1 Websites:
    • Always translated to LT, EN, RU.
    • SP: use existing variables, create new only if no options.
  • Articles: 
    • Lenght does matter less;

    • Important: keywords, backlinks, link to the sources.

  • "SP/B1 Updates" Teams chats: 
    • English only;
    • If possible, provide a URL to check update;
    • If adding screenshot — show where/what exactly was added/changed/removed with arrows/rectangles;
    • Mention @TeamMember who requested update.


  1. Show it to someone with expertise in this question (German, Tania, Alex);
  2. Test it on users from other project. How users understand. Life testing up to 30-40 sec.



  • Every communicating person should install at least proofing tool for all communication languages;
  • British English;
  • Never capitalised: pronouns (he, she, it, ..), prepositions (at, in, on,  to, ..), conjuctions (and, because, yet, or, ..)



Writing rules: https://www.b1.lt/wiki-lt-duk