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Verbal

The way we speak reveals the way we think. The way we talk and write about Estonia is critical, as is the tone we use and our manner of speaking.

Friendly

Write like you would write to a friend — be direct but polite. Don’t fawn, flatter or apologise.

Unique

Focus on our uniqueness. Talk about things that catch your listeners’ or readers’ interest.

Content-rich

Do you have something new and informative to say to your readers? Avoid excess adjectives, don’t be wordy or generic.

Down-to-earth

We always have a plan how to make our disadvantages work for us. Instead of saying how much it rains in Estonia, introduce people to mushroom picking. Also — use the word “small” only in a positive context.