LV

Language

People not devices or technology are at the centre of LMT communication.

We talk confidently, but not arrogantly. We don’t look down on people (there are no old biddies in Bauska).

We start with what meets people’s needs, not imposing or denying alternatives. We are an influential brand, but do not teach people how to live.

We are goal-oriented and ambitious, but not self-satisfied or pompous.

We have a sense of humour, but don’t joke about or tell anecdotes.

We avoid diminutives and familiarities.

Types of communication

We adapt LMT language to communication situations and their purpose. Therefore, in LMT communication we keep the following apart:

Information, that helps to explain or clarify those aspects of LMT services and devices that users are interested in (e.g. explanatory information on a homepage, product instructions, etc.).

Advertising , that generates interest in LMT services and devices, addressing the audience’s needs (including sub-conscious ones).

Direct communication, where we help the customer individually, answering questions or solving problems related to LMT services and devices. In direct communication with the customer, we adhere to the terms and conditions that are described in the Customer Service Standard.

Copy formation principles

We are accessible to everyone

Text should be clear and simple so that the widest possible audience can easily understand it. Non-text content (images, videos, etc.) should include explanatory descriptions.

Practical, short and simple

Our language is practical, easy to perceive, and understandable to everyone. We use short sentences, simple words and a clear structure. We avoid verbosity — less is more.

No complicated terms

We avoid complex terminology. Complicated terms should be explained or replaced with simpler, more understandable words. Clear language helps everyone to perceive information faster.

Correct

The copy we publish on any platform is stylistically clean and grammatically correct.

We structure copy

We adhere to the principle of an inverted pyramid – we start with the most important information and then we set out that which is less important.

We keep the client in mind

We ask ourselves, what do our customers want to know? Is what we’re writing, really useful or interesting to them?

We create captivating content

The language used in LMT advertising and social media is not only clear and easy to understand, but also captivating. When clearly justified, we can use colloquial expressions, wordplay, and newly created words.

Practical questions

Address

In LMT image, product and service ads, we address in the singular “you”. In direct e-mail messages (e.g. Smart TV news), we write “You” with an initial capital letter. For business clients, we choose the form of address depending on the situation, so we specify it in the job assignment.

“We” form

In LMT communication, we use the “we” form (e.g. we offer, we develop, etc.). The exception is when talk about what LMT does together with business partners. Then for the sake of clarity, we use “LMT develops, researches, tests” etc.

We use active verbs

We avoid the passive voice and use the active verb.

We are inclusive

In LMT communication, we try to be gender neutral.

Product names

In product and service names, we write the first word with an initial capital letter and inflect it (e.g. connect Freedom). The exception is if we write the words “service”, “tariff plan” or “connection” together with service names, then we don’t inflect the product or service name (e.g. connect the tariff pan Freedom).

In legal disclaimers, we write product names with an initial capital letter and inflect them.

In the names LMT Card, LMT Smart TV and LMT Stream, we write the word behind “LMT” with an initial Capital letter.

Terms

Introducing a new term, the first time it must be used together with an explanation in both internal and external communication. After this, this explanation must also be available on a daily basis.

Tariff plans (voice tariff plans). A tariff plan is linked to the customer’s SIM Card and number. A tariff plan makes it possible to make calls, sent copy messages and MMS (except for Home Phone which provides calls only) and to use other phone functions. Some tariff plans offer access to the Internet without separate connection, while users Freedom and Mini must connect to the internet separately. Examples: Freedom, Mini, Freedom in Europe VIP, Home Phone, A Week of Calls (LMT Card), Month for All (LMT Card).

Connections (internet connections). Internet connection for which a separate SIM Card is issued with an LMT number for insertion into a specific device (router, computer, tablet). Examples: Internet at Home, Internet in Computer and Tablet, Prepayment Internet in Computer and Tablet, Internet for Business. Internet via Handset is a service, not a connection, because it only available for an existing voice tariff plan.

Offers. Intended for special client groups, offering a more advantageous price in a package of tariff plans, connections and services than for each component individually. Examples: For Schoolchildren, Youth, Seniors+, Family Offer.

Services. Functions adding a voice tariff plan or Internet connection. For example, Smart TV is only available together with the connection Internet at home. Other examples: Internet via Handset, Internet while Travelling, Call Filter, SOS-Call, Day in Advance (LMT Card), Device Insurance, etc.

Agreements. The LMT Service Agreement, Open Agreement, Hire Purchase Agreement.

Solutions. We use this term more often talking about business services. It also serves as a synonym for the word “service”.

We have one Prepayment Card - the LMT Card.

Accessibility


Accessibility requirements for language use and texts

Clear and simple language

Textual information should be clear and simple so that the widest possible audience can easily understand it. We maintain consistency in terminology and language style to ensure that everyone can easily navigate and understand the information. We explain or replace complex terms and technical concepts with simpler, more understandable language. If abbreviations are necessary, they should be spelled out in parentheses the first time they appear.

Text alternatives

Non-text content should be accompanied by descriptions that provide equivalent information.

Images – we provide alternative text that describes the image’s content and function. If the image is decorative, it should be marked as such so that readers can ignore it.

Video – we add explanatory subtitles or descriptive text to clarify the video content.

Audio – we provide transcripts or closed captions to reflect the audio content.

Interactive elements – elements (buttons, links, forms, etc.) should include explanatory text to help users understand their function and usage.

Graphics and diagrams – we provide detailed descriptions to explain the significance of the graphic or diagram and the data it represents.

Text structure

We organize and format text using headings, subheadings, and bullet points to ensure users can easily review and understand the information. Headings and explanatory texts help users navigate the content within sections.

Applications, surveys and forms

Explanatory texts and instructions – we provide consistent descriptive texts or clear instructions for data entry fields so that users know exactly what to enter and how.

Error messages – if an error is automatically detected in a data entry field, it should be indicated and described so that the user can easily correct the information.

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Graphic elements