CD Manual - Extranet - Palfinger

cL
corporate Language
4.2 Wording guideline wrItIng styLe / speLLIng
» We write simply and clearly.
» A catchy sentence consists of 15-20 words.
» We turn commas into full stops.
» One thought per sentence is enough.
» We eliminate superfluous words and syllables
(e.g. instead of “one single goal’ just “one goal”,
instead of “in order to” just “to”).
» We avoid words with five or more syllables.
» We avoid convoluted sentences.
» We avoid unintelligible abbreviations.
» We create a clear structure for the content:
everything step by step.
ForMuLatIon
» We use the active voice, not the passive. Rather than
“The truck-mounted forklift from PALFINGER”, use
“the PALFINGER built truck-mounted forklift.
» We avoid auxiliary words like must, can and should.
Rather than: “You can check with your dealer” simply
use: “Check with your dealer!”
» Verbs at the beginning of a sentence make it dynamic.
Instead of: “You have the opportunity to test this crane”
use: “Test this crane!” “Take the chance!” etc.
» We avoid distant and abstract phrase such as “one”.
We write “you” and “your” instead. Instead of: “One
uses the remote control” we say: “You use the remote
control.”
» We replace complicated foreign words and technical
terms with understandable words.
» We substantiate statements with numbers or evidence
wherever possible.
» We only use superlatives if they can be proven.
We justify our statements.
» We use positive formulations. Instead of: “We don’t
charge you for this service” we say: “This service is
free.”
» We formulate according to usage. Instead of: “AOS –
patented vibration damping system” we use: “More
load cycles through controlled movement. AOS – the
PALFINGER Vibration damping system.
» We find benefits for our reader and describe them
precisely. Instead of: “Use the wide range of benefits
from POWER LINK Plus.” it’s better to use: “With this
crane arm you can reach through low openings and even
work in buildings. Complicated crane work – even in the
tightest spaces.
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