Bang & Olufsen
We sound like craftspeople who are obsessive about our work. We take pride in getting the most minute detail right. Our voice puts the senses before the specifications. We speak with warmth and confidence.
The reader notices how a surface is finished and how a chord should sound. So we talk the way one audiophile or aesthete would talk to another. We share how it was made, how it will feel in the room, and how we will stand behind it for years to come.
“Moving. Meticulous. Mesmerising.”
Beoplay H95 product page
The traits that show up across everything you publish.
ENCHANTED
The copy opens on a feeling or a scene — a platform, a room, a year ending — and lets the product arrive into it. Words like magic and alchemy are used deliberately and sparingly, alongside the concrete detail that earns them. Wonder without a material fact beside it turns to fog.
Sounds
Evocative, Cinematic, Warm
Not
Overblown, Dreamy, Cloying
“Travel is anticipation. The hush before wheels up.”
travel collection story
GROUNDED
Technology is explained in ordinary words and always subordinated to what it is for; the spec tables carry the numbers so the prose doesn't have to. We are willing to say what has not been achieved rather than claim it. Explain the term the first time it appears, then move on.
Sounds
Plain, Candid, Explanatory
Not
Dry, Modest, Lecturing
“We don't work from technology. We always work from the idea.”
Design Stories interview
Inviting
The call to action is usually an invitation to come and experience something, not an instruction to buy. We speak as the makers, from Struer, and we credit the reader's own standards rather than lecturing them about ours. Keep the invitation open; don't press.
Sounds
Welcoming, Personal, Proud
Not
Chummy, Presumptuous, Boastful
“Come by one of our stores to hear, see and feel Bang & Olufsen for yourself.”
Beosound A1 launch email
Where the writing sits, and why.
Sensory & Exacting
“More lush lows, punchier mids and crisper highs.”
product page
“Moving. Meticulous. Mesmerising.”
product page
“Others may try. But nothing comes close.”
launch email
“When you travel, your gear becomes part of you. You demand excellence. So do we.”
story page
Taken from your own copy — the left side really shipped.
We know more about acoustics than the reader ever will, and that is exactly why the reader should never have to decode us. Elsewhere we manage it — "Put simply, you'll hear magical details you've never heard before."
Instead of saying
Adaptive Bass Linearisation delivers great bass from small speakers by harnessing surplus capacity in the amplifier and driver unit. We extend a speaker's bass output far beyond what it would normally produce and automatically adjust it for excessive peaks.
Explain It Simply
Small speaker. Big bass. Adaptive Bass Linearisation pushes the low end far past what a speaker this size should manage — then pulls it back before it ever strains. Put simply: bass you feel, not bass you hear working.
Stacking "not just" and "not merely" in front of a product sounds like we are arguing with someone. The email voice is steadier: "No one can say they've created the perfect headphone. But we believe this is close. Very close."
Instead of saying
Beoplay H100 is not just our flagship. It is the ultimate expression of sound in motion. These are not merely travel headphones. They are a statement.
Make the Claim Straight
Beoplay H100 is our flagship. Titanium drivers, memory foam that seals out the jet engines, a century of acoustic engineering — packed in your carry-on. No one can say they've made the perfect travel headphone. We believe this is close. Very close.
On the craft page we write "Expert eyes, hands and ears keep track of everything." Slipping into the third person on the same page makes the workshop sound like an annual report.
Instead of saying
Across the portfolio, Bang & Olufsen continues to refine technologies such as beam control, room adaptation, and multi-driver integration as part of its acoustic design approach.
Say We, Not the Company Name
We keep refining beam control, room adaptation and multi-driver integration. No two rooms sound alike — we'd rather the speaker adapted to yours than the other way round.
"Bundle offers" is catalogue language, and "iconic design" tells the reader nothing they can see or touch. We are at our best on the specifics: pearl-blasted aluminium, a soft leather strap, 2173 precision-milled holes.
Instead of saying
Transform your space with two Beosound A9 speakers in stereo pairing. This bundle offers expansive sound and iconic design, creating a striking centerpiece with dynamic, room-filling audio.
Swap the Adjective for the Thing
Two Beosound A9s, wirelessly paired. Clear vocals, crisp instrumentation, deep bass — and the room gains two pieces you'd keep on show even when nothing's playing.
Clipped fragments piled one on another read as excitement, not calm. The products are quiet; the writing should be too.
Instead of saying
Slip on luxury headphones for travel and airports transform, chaos replaced by shimmering harmonies, boundless bass. Crying infant, distant. Peace, instant.
Slow the Copy Down
Slip them on in the departure hall and the noise steps back. The tannoy, the trolley wheels, the crying two rows over. In their place, the record you never finished.
A dangling fragment and a bit of slang leave the reader holding a spec with nowhere to put it. Say what the driver does for them, then stop.
Instead of saying
Portable sound should take you places. And power's the kicker. This little jewel sports a 9.2mm driver in each earbud. In any environment.
Land the Sentence
Portable sound should take you places. A 9.2mm driver in each earbud makes sure it does — on a wet pavement, on a plane at cruising height, wherever you happen to press play.
Read from the copy itself — who the writing behaves as though it is addressing, not who the brand says it serves.
This copy is written for someone already inside the world of high-end audio and interiors: they know what a driver, a soundstage and Dolby Atmos are, they read "Beolab", "Beosound" and "Beoplay" as a family they can place, and they treat a speaker or a television as a piece of furniture that will be looked at as much as listened to. They are assumed to be composing a purchase — choosing aluminium finish, cover fabric, wood, wall or floor — or packing a bag before a journey, not asking whether the category is for them. The only thing regularly explained to them is noise cancellation and the company's own history, which suggests they are new to Bang & Olufsen far more often than they are new to good sound.
Taken as read
Stopped to explain
What it says it is for
Stated outright on the travel page: "We don't just make audio gear. We craft companions for every journey." The design story states the working principle rather than a mission: "We don't work from technology. We always work from the idea."
Set against
“the watchful ear of our in-house Tonmeister”
Beoplay H95 product page
The same voice, weighted differently depending on the job.
Lead with short, clipped fragments and physical detail — what the product does to a room, an ear, a hand. Sentences run to three or four words and often stack in threes. Claims are stated flatly, without hedging, and the price and 'Experience in store' sit alongside the poetry rather than apologising for it.
Product hero headlines · Product page intro paragraphs · Feature blocks on product pages · Product listing descriptions
“Moving. Meticulous. Mesmerising.”
product page intro
The sensory language drops away almost entirely. Write in full, level sentences or bare lists — driver sizes, watts, hours, ratings — and let the numbers carry the claim. Explanations of technology stay descriptive and unexcited, and comparison tables are given without a winner.
Sound, Design, Battery and Connectivity accordions · Model comparison tables · 'What is Active Noise Cancellation?' explainers · Product sheets, user guides and product support links
“4 x 50 watts amplifiers for the bass drivers”
product page specification list
Sentences lengthen and settle. Explain the principle plainly, then let the people involved speak in their own words — quotes from designers and specialists do the persuading. Dates, places and processes are named exactly: Struer, Factory 5, 1925, Quistrup. No product claims, no calls to buy.
Design Stories and Craft Stories · 'Craft Matters' and materials pages · 'About Bang & Olufsen' · Factory tour and heritage content
“Having the right material in the right place matters. This is how we see it.”
craft story
The shortest, boldest register. Fragments, second person, and a single confident line where a paragraph would sit elsewhere. Collaborations are framed around a shared belief rather than an endorsement. Subject lines and captions can be pure atmosphere; the detail waits for the product page.
Email subject lines and preview text · Email hero copy for new products · Instagram captions · Collaboration and limited edition announcements
“Others may try. But nothing comes close.”
launch email
One warm opening line, then straight to the mechanics: percentage, products, dates, where to go. State exclusions plainly and repeat them in the footnote. Keep the atmosphere to a sentence — the reader is here for the terms.
Promotional emails · Limited offer blocks · Seasonal campaigns · Footnoted terms and conditions
“A fresh start deserves the perfect sound.”
Back to School promotional email
What things are called, and what they are not called.
The conventions a copy editor would enforce.
style basis
punctuation
capitalization
punctuation
punctuation
contractions
numbers
numbers
abbreviations
emoji
voice
length