Text Principles and Structure
Understand first:
-
The Segment: and target the narrowest segment for the message as possible.
-
The Goal: what is the purpose of the message, how the user will pay more;
All text should be:
- Understandable (100% of the audience should understand and your grandma if it's public)
- Needed
- Short as possible (and even shorter)
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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:
- SP/B1 Websites:
- Always translated to LT, EN, RU.
- SP: use existing variables, create new only if no options.
- Articles:
- "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.
Testing:
- Show it to someone with expertise in this question (German, Tania, Alex);
- Test it on users from other project. How users understand. Life testing up to 30-40 sec.
Grammar:
- 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
https://infomedia.com/blog/how-to-write-newsletter/
https://business.tutsplus.com/tutorials/how-to-master-proper-business-email-format-and-avoid-professional-disaster--cms-26442