Voice
Placeholder copy. How Moldcell sounds in Romanian, Russian and English, and the sentences we do not write.
Traits
Three, because four would be a list nobody remembers.
Placeholder. Each trait is written as a behaviour, so it can be checked against a draft.
Direct
The point is in the first sentence. Context comes after it, if at all.
Warm
We address one person, not a segment. You, never users.
Specific
Numbers, places and names beat adjectives. "20 GB" beats "generous data".
Rewrites
The same message, before and after.
Before
Moldcell is pleased to offer its valued customers an innovative new range of digital solutions.
After
Three new plans. Same price as last year.
Words we don't use
Short list, strictly enforced.
- solutions
- seamless
- empower
- journey
- ecosystem
Placeholder. If one of these is the only word that fits, the sentence is describing something we have not actually decided yet.