Writing guidelines

Our four values - trustworthy, fair, active and fun - give us much the same personality you would look for in a friend. And thinking like a friend is a good way to think when communicating with our customers.

If all of us who communicate for Svenska Spel - whether we are writing an ad or responding to a Facebook post - try to stick to a few simple rules, the chances that our customers will think of us as a friend will increase.

In addition, we will be perceived as someone who speaks with one voice. And that will benefit both us and our customers.

How do we write?

Write like a friend

A friend talks in a way that is easy to understand and easy to like.

A friend would rather talk to people than about people.

A friend expresses themselves thoughtfully and humanely.

A friend tries to be entertaining and positive, but is serious when necessary.

A friend uses everyday expressions, but avoids being formal and does not use phrases such as "under responsible forms".

A friend tell others things that are useful, but does not brag. A friend treats others the way you want to be treated.

Hands-on advice

Here are three concrete tips to keep in mind when writing for Svenska Spel. So that it feels like you are writing to a friend.

Write from the outside and in

Think from the customer's perspective, not ours. For example, write "You get this..." instead of "We offer this..."

Write briefly

Our customers do not want to read long texts from companies. That's why we shouldn't write unnecessarily and shouldn't write unnecessarily long. Especially when we communicate digitally.

Write flexibly

Different contexts and topics require different texts. Sometimes you can joke, sometimes you have to be serious.

Some examples of before and after

Here are mixed examples from both Svenska Spel Tur, Svenska Spel Sport & Casino and Svenska Spel Corporate. The aim is to show how we can use our tonality and expression to build one Svenska Spel together.

An example of what happens when you add a more entertaining and unexpected image that focuses on the people instead of the technology. And on how to express yourself more unexpectedly in the headline.

An example of how to make a message feel a little more like it's from a friend without losing clarity.

An example of how a more active and emotive headline combined with a more human and unexpected image can make a difference.

Two examples of how to make a unit feel more fun and active by phrasing the headline as a prompt, making it sound more like a friend and less like an authority.

An example of how we can make our communication more human, more personal and more enjoyable. People are always more interesting than machines. Whenever possible, we should also use real people who act like themselves.

The one on the left feels like an impersonal and generic legal-text, which is a bit unfortunate. The example on the right has a more personal tone.

An example of how people make our communication more interesting and human. As well as how we can express ourselves a little more pleasurably.