Language and Copy

Since HOPI communication has two relatively different target segments, the tone of the text will have two positions. On the one hand it will be an expression neutral style of B2B texts, on the other hand a more expressive and playful style.

Writing tips for business

The tone of these texts can be compared to the business style of magazines, professional books or lectures for a specific audience (TOP managers, CEOs). Typical for this style is working with abstract concepts, the ability to express more complex ideas, longer sentence constructions and a more sophisticated vocabulary (using internationalism and more conservative means of expression). Resources of this kind contribute to the impression of our professionalism, quality and value. B2B texts tend to be less expressive, lively, figurative, often labeled as somewhat dry. The reader does not act so much through emotions, but rather through „values“ and rational arguments.

Writing tips for people

For the style of people-targeted texts, B2C copywriting rules will apply. This style will primarily concern the career section of the site, but also advertisements on other servers, print or outdoor advertising. It is necessary to be able to reach target segments, so it must be very specific, straightforward, but never primitive.

A typical feature of B2C copywriting is a conversational tone when the reader gets to know that the HOPI is friendly firm. That is why references appear in the texts towards the reader (use of the 2nd person) or some elements typical of the spoken language. Texts often work with different puns, metaphors, comparisons, is striking and colorful.