# Vietnamese Business Comms > Writes and reviews native-quality Vietnamese (vi-VN) marketing and sales copy — email campaigns and newsletters, Zalo OA ZNS/ZBS templates, Facebook and TikTok ads, Shopee and Lazada listings, SEO articles, social captions, push notifications, press releases, KOL/KOC briefs, livestream scripts, cold outreach, follow-up sequences, báo giá and quotes, proposals, payment reminders, and Tết greetings. Use when drafting Vietnamese promotional, outbound, or B2B sales content, choosing anh/chị versus bạn, or checking khuyến mại discount limits, anti-spam windows, influencer disclosure, and advertising-law compliance. For website hero and section copy, use vietnamese-landing-copy instead. - Skill: `trussary/vietnamese-business-comms` (Agent Skill, multi-file: 16 files) - Install (CLI): `npx skillmds@latest add trussary/vietnamese-business-comms` - Raw SKILL.md: https://api.skillmd.com/api/skills/trussary/vietnamese-business-comms/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - License: MIT - Author: trussary (https://skillmd.com/u/trussary) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/trussary/vietnamese-business-comms --- # Vietnamese marketing and sales copy (vi-VN) Campaign and outbound copy fails in two directions at once. It fails **commercially** by reading as a mass mailing — wrong pronoun, translated CTA, formal vocabulary where the market uses loanwords. And it fails **legally**, because Vietnamese advertising law regulates ordinary marketing enthusiasm: unproven superlatives, discounts over 50%, messages sent outside the legal window, and, from 01/01/2026, undisclosed influencer content. Both failures are invisible to a fluency check. Every rule below exists to stop a specific one. ## Step 1 — The channel picks the register, not the brand Vietnamese has no neutral "you", and in this skill the choice is made by **where the message lands** rather than by the brand's usual voice. | Channel or genre | Register | Address | |---|---|---| | Zalo ZNS/ZBS template | `zns` | `Quý khách` — even for a brand that says `bạn` everywhere else | | B2B cold email, quote, proposal, dunning | `b2b` | `anh/chị`, self as `em` or `tôi` | | E-commerce, social, ads, push | `saas` | `bạn` | | Mid-market services, consulting | `consult` | `anh/chị` | | Press release | `press` | Institutional third person, `Quý vị` if anyone | | Livestream script | `livestream` | `cả nhà`, `mọi người` — spoken register | **`bạn` in B2B outreach is the single clearest tell of an automated send.** No Vietnamese salesperson opens a cold email with `Chào bạn`. Who you are in the sentence — `em` versus `tôi`, and why age outranks job title — **[references/b2b-xung-ho.md](references/b2b-xung-ho.md)**. The shared pronoun matrix: **[references/register-matrix.md](references/register-matrix.md)**. ## Step 2 — Core rules (non-negotiable, no file hop needed) 1. **Never `bạn` or `mình` in B2B outreach, a quote, or a dunning notice.** `anh/chị` for them; `em` if you are plausibly junior, `tôi` otherwise. 2. **Open with courtesy, not with the pitch.** Vietnamese cold outreach puts a line of context before the ask. An English-style first-line value proposition reads rude. 3. **Never write `nhất`, `số 1`, `duy nhất`, `hàng đầu`, `bán chạy nhất` as an unproven claim.** Illegal under Điều 8 khoản 11 Luật Quảng cáo 16/2012/QH13, with current fines. `bán chạy nhất` is a ranking claim like any other. 4. **A discount over 50% needs a registered `chương trình khuyến mại tập trung`.** NĐ 81/2018 as amended by NĐ 128/2024. A headline number over 50 is a compliance question. 5. **No marketing content in a transactional Zalo template.** It gets the template rejected. ZNS/ZBS bodies cap at **400 characters có dấu**. 6. **Advertising messages need prior opt-in, a working opt-out, and the legal window** — SMS 07:00–22:00, calls 08:00–17:00, ≤3 SMS and ≤1 call per number per 24h. 7. **Use market vocabulary, not formal translations.** `Freeship`, `Deal`, `Voucher`, `Mua ngay`. `Học thêm` means *take extra classes* and is never a CTA. 8. **Never name a competitor in a comparison**, and never use a person's image, name, or words without consent. ## Step 3 — Look up the conventional wording Calques with settled native equivalents (`trích dẫn` → `báo giá`, `theo lên` → `theo dõi`, `lời chào tốt nhất` → `Trân trọng`), the e-commerce vocabulary the market actually uses, sales artifact names, and CTAs by register: **[references/glossary.md](references/glossary.md)** — machine-readable, so every row is a lint rule. Phrases that mark a mass mailing, plus the health and outcome claims that are never permissible: **[references/banned-phrases.md](references/banned-phrases.md)**. ## Step 4 — Respect the channel's mechanics Each channel imposes hard limits that copy has to be written into, not trimmed to afterwards: the ZNS 400-character cap and transactional/promotional split, marketplace title conventions (no ALL-CAPS, no emoji), SMS at **70 characters per segment** once diacritics force UCS-2, email subject truncation, emoji density, and the livestream spoken register. **[references/channel-guide.md](references/channel-guide.md)** ## Step 5 — Get the campaign legally clean The 50% ceiling and its `` exemption, anti-spam windows, the KOL/KOC disclosure duty new from 01/01/2026, comparative-advertising limits, and sector pre-approval for health and supplement claims: **[references/promo-law.md](references/promo-law.md)** — and **[references/compliance.md](references/compliance.md)** for the cross-cutting citations shared with every Vietnamese skill. Financial promotion — `cam kết lợi nhuận`, `lãi suất 0%`, investment products — is **not handled here**. Route it to `vietnamese-finance-copy` and to legal review. ## Step 6 — Format numbers, dates, and prices correctly VND groups with periods and decimalizes with commas: `2.500.000 ₫`. Prose uses `2,5 tỷ` and `35 triệu`, tables use grouped digits, and the two are never mixed in one context. Dates are `dd/MM/yyyy`. Phones are `0xxx xxx xxx` or `+84` with the trunk zero dropped. **[references/locale-formatting.md](references/locale-formatting.md)**, plus **[references/unicode-and-tone.md](references/unicode-and-tone.md)** for NFC and the tone-mark consistency rule. ## Step 7 — Validate, fix, then ship **Run the validator immediately after writing. If it reports errors, fix them and run again. Only present the copy once it passes.** ```bash python scripts/validate_copy.py campaign.md --register saas python scripts/validate_copy.py outreach.md --doctype cold-outreach --register b2b python scripts/validate_copy.py template.txt --doctype zns-transactional python scripts/validate_copy.py title.txt --doctype marketplace-title ``` - **`--doctype` is what turns on the structural rules**, and they stay silent without it: `zns`, `zns-transactional`, `marketplace-title`, `cold-outreach`, `bao-gia`, `dunning`, `bulk-message`, `promo`. `--list-rules` prints everything this skill can emit. - `--register zns|b2b|press|livestream|saas|consult|…` enables `PRO002`. - Exit `0` = clean or warnings only. Exit `1` = errors that must be fixed. - `--json` for machine-readable findings; `--strict` to fail on warnings too. - `--fix` rewrites NFC violations in place; every other rule is a human judgement call. Two annotations suppress a legal warning where the paperwork genuinely exists. Neither creates the paperwork: ```markdown Thương hiệu số 1 Việt Nam Giảm đến 90% ``` ## Step 8 — Learn from the worked pairs, then hand it to a human **[references/examples.md](references/examples.md)** — read the bad→good corpus before writing anything long. Then run the checklist. The linter cannot tell you whether the xưng hô fits this particular recipient, whether a KOL actually used the product, whether an opt-in genuinely exists, or whether a `` annotation has anything behind it. Those are the four checks that matter most: **[references/qa-checklist.md](references/qa-checklist.md)**