Internally produced text

General guide for writing a communicative text When you write a text for an invitation or an ad, for example, please keep a few things in mind in order to better reach out with your message.


  • One message per ad/invitation
  • Focus on what you primarily want to say, for example a christmas buffet offer. If you try to tell about too many things the reader will easily loose the message altogether.
  • So be brief and to the point
  • Keep the headline short
  • Bear in mind that the main purpose is to create interest. Do not include all detailed information. It is better to direct the reader to the web or to a phone number for more information.
  • Avoid too many adjectives and exclamation marks
  • Keep it simple
  • Do not make the message or the wording too complex
  • Be casual. Write ”Hi” rather than ”Dear Guest” for example Try to create a positive feeling Try to keep an humorous tone of voice (even if you're in a bad mood while writing it :)

Do’s and don’ts

Avoid using big words and platitudes. To be concrete is easier tounderstand and therefore more friendly.

To write: We always give you the luxury of feeling great. doesn´t really say much. It´s better if you choose something like:

After making breakfast to your family 340 days in a row, it´s nice to be served a well made, ecological one.

To write: We are your friend. won´t make you friends with anyone and is more of an internal phrase. Rather add a twinkle in the eye. Example (to make people like us on Facebook):

You don´t have to love us in order like us on Facebook!

To write: Really low price on hotel nights! is a little boring. Try to find the everyday challenge for the person you´re addressing. Example:

Weak year-end result? Freeze your company´s price on hotel nights.

To write on our water bottles: Drinking water from the tap! Designed by Therese Alshammar is correct but without creativity. If possible add a tiny story to it:

Water should never travel longer than from the tap.

To write on our shopping bags: Always included: Buffet with over 100 different products! sounds as if you were a hotel, not a person, speaking. Add some playfulness:

This spacious bag would only fit 1% of our abundantbreakfast buffet.

Of course you can then specify the number of productsin the buffet in a copy below the headline.

The same goes for our ecological coffee: Instead of simply saying that it´s ecological, a word very few really react on these days, say it in a new way:

Hot coffee or tea shouldn’t make our planet sweat