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Give them the exact information they need, along with opportunities to learn more.",[343,371,372,375],{},[354,373,374],{},"Engage",": Write to engage the reader, capturing their interest with relevant content and a conversational tone.",[347,377,379],{"id":378},"our-approach","Our approach",[343,381,382,385],{},[354,383,384],{},"Clear",": Understand the topic you're writing about. Use simple words and sentences.",[343,387,388,391],{},[354,389,390],{},"Useful",": Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?",[343,393,394,397],{},[354,395,396],{},"Friendly",": Write like a human. All of our content, from website copy to system alerts, should be warm and human.",[343,399,400,403],{},[354,401,402],{},"Appropriate",": Adapt your tone depending on who you're writing to and what you're writing about.",[347,405,407],{"id":406},"active-voice","Active voice",[343,409,410],{},"You should (almost) always write in the active voice. In active voice, the subject does the action. In passive voice, the action is done to the subject.",[412,413,414,428],"do-dont",{},[415,416,418],"template",{"v-slot:do":417},"",[419,420,421,425],"ul",{},[422,423,424],"li",{},"Jennifer logged into the account",[422,426,427],{},"The customer placed the order",[415,429,430,433],{"v-slot:dont":417},[422,431,432],{},"The account was logged into by Jennifer",[422,434,435],{},"The order was placed by the customer",[437,438,439],"blockquote",{},[343,440,441,444],{},[354,442,443],{},"Tip:"," Words like \"was\" and \"by\" often indicate passive voice. Scan for these and rework sentences where they appear.",[343,446,447],{},"When to use passive voice:",[419,449,450,453,456],{},[422,451,452],{},"To avoid referring to yourself or Shopware, for example, \"Invoices are created monthly and emailed to you\" avoids an unnecessary Shopware subject",[422,454,455],{},"To make it clear you didn't personally take an action",[422,457,458],{},"When the object is more important than the subject",[347,460,462],{"id":461},"inclusive-language","Inclusive language",[343,464,465,466,469],{},"We champion ",[354,467,468],{},"people-first language",": keep the individual as the most important part of the sentiment and don't concentrate on characteristics like gender, sexual orientation, religion, or ability unless it's relevant.",[471,472,474],"h3",{"id":473},"race-and-ethnicity","Race and ethnicity",[412,476,477,487],{},[415,478,479],{"v-slot:do":417},[419,480,481,484],{},[422,482,483],{},"\"allowlist\" and \"blocklist\"",[422,485,486],{},"\"main\", \"primary\"",[415,488,489,492],{"v-slot:dont":417},[422,490,491],{},"\"whitelist\" and \"blacklist\"",[422,493,494],{},"\"master\"",[471,496,498],{"id":497},"gender","Gender",[412,500,502,518],{":vertical":501},"true",[415,503,504],{"v-slot:do":417},[419,505,506,509,512,515],{},[422,507,508],{},"\"they\"",[422,510,511],{},"\"people\", \"folks\", \"teammates\"",[422,513,514],{},"Neutral, straightforward titles",[422,516,517],{},"\"workforce\"",[415,519,520,523,526,529],{"v-slot:dont":417},[422,521,522],{},"\"him\" or \"her\", \"he\" or \"she\"",[422,524,525],{},"\"guys\"",[422,527,528],{},"\"ninja\", \"rockstar\", \"wizard\"",[422,530,531],{},"\"manpower\"",[471,533,535],{"id":534},"sexual-orientation-and-gender-identity","Sexual orientation and gender identity",[412,537,538,541],{},[415,539,540],{"v-slot:do":417},"\"spouse\" or \"partner\"",[415,542,543],{"v-slot:dont":417},"\"wife\u002Fhusband\" or \"girlfriend\u002Fboyfriend\"",[347,545,547],{"id":546},"abbreviations-and-acronyms","Abbreviations and acronyms",[343,549,550,553],{},[354,551,552],{},"Write in plain language."," If there's a chance your reader won't recognize an abbreviation or acronym, spell it out the first time you mention it. Then use the short version for all other references.",[437,555,556],{},[343,557,558,560],{},[354,559,443],{}," If the abbreviation is well known (like API or HTML), use it directly without spelling it out.",[412,562,563,566],{},[415,564,565],{"v-slot:do":417},"Your store now supports cross-border payments through the Open Banking protocol.",[415,567,568],{"v-slot:dont":417},"Your store now supports cross-border payments through OBP.",[347,570,572],{"id":571},"capitalisation","Capitalisation",[343,574,575],{},"Shopware feature names are capitalised in every context. They need to stand out whenever they are mentioned.",[343,577,578],{},"Examples: Rule Builder, Sales Channel, Flow Builder, B2B Components.",[343,580,581],{},"Capital letters are used at the beginning of every sentence. Subsequent words within a sentence are generally not capitalised unless they are proper nouns or feature names.",[347,583,585],{"id":584},"buttons","Buttons",[343,587,588],{},"Button labels should be as short as possible. Use a verb that describes the action.",[412,590,591,594],{},[415,592,593],{"v-slot:do":417},"Save",[415,595,596],{"v-slot:dont":417},"Click here to save",[343,598,599],{},"If the context alone does not make the action clear, add a noun and, if necessary, a preposition.",[412,601,602,612],{},[415,603,604],{"v-slot:do":417},[419,605,606,609],{},[422,607,608],{},"Save product",[422,610,611],{},"Continue to checkout",[415,613,614,617],{"v-slot:dont":417},[422,615,616],{},"Save the product",[422,618,619],{},"Continue to the checkout",[343,621,622],{},"Do not use articles.",[347,624,626],{"id":625},"addressing-users","Addressing users",[343,628,629],{},"In English, use \"you\" and \"your\" for all audiences.",[343,631,632],{},"In German, use the informal address for users. In the Shopware Admin, Du, Dich, Dir, and Dein are capitalised as a sign of respect, even though standard German grammar does not require it.",[343,634,635],{},"Example: Speichere das Produkt, bevor Du die Seite verlässt.",[347,637,103],{"id":638},"glossary",[343,640,641,642,645],{},"For a full reference of approved English and German terms, see the ",[643,644,103],"a",{"href":104}," page.",{"title":417,"searchDepth":647,"depth":647,"links":648},2,[649,650,651,652,658,659,660,661,662],{"id":349,"depth":647,"text":350},{"id":378,"depth":647,"text":379},{"id":406,"depth":647,"text":407},{"id":461,"depth":647,"text":462,"children":653},[654,656,657],{"id":473,"depth":655,"text":474},3,{"id":497,"depth":655,"text":498},{"id":534,"depth":655,"text":535},{"id":546,"depth":647,"text":547},{"id":571,"depth":647,"text":572},{"id":584,"depth":647,"text":585},{"id":625,"depth":647,"text":626},{"id":638,"depth":647,"text":103},"Guidelines for Shopware's tone of voice, inclusive language, and writing conventions across product copy.","md",null,{},true,{"title":95,"description":663},"AGxmDjfFmsf1Of74LCR1rNEKvZmpCfWeFwl7laNYBd0",[671,673],{"title":86,"path":87,"stem":88,"description":672,"children":-1},"Meteor's icon set, built for consistency, clarity, and legibility across all sizes and themes.",{"title":99,"path":100,"stem":101,"description":674,"children":-1},"Standards for writing error, validation, success, warning, info, empty, and loading messages in Meteor products.",1783088339340]