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Give them the exact information they need, along with opportunities to learn more.",[367,395,396,399],{},[378,397,398],{},"Engage",": Write to engage the reader, capturing their interest with relevant content and a conversational tone.",[371,401,403],{"id":402},"our-approach","Our approach",[367,405,406,409],{},[378,407,408],{},"Clear",": Understand the topic you're writing about. Use simple words and sentences.",[367,411,412,415],{},[378,413,414],{},"Useful",": Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?",[367,417,418,421],{},[378,419,420],{},"Friendly",": Write like a human. All of our content, from website copy to system alerts, should be warm and human.",[367,423,424,427],{},[378,425,426],{},"Appropriate",": Adapt your tone depending on who you're writing to and what you're writing about.",[371,429,431],{"id":430},"active-voice","Active voice",[367,433,434],{},"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.",[436,437,438,452],"do-dont",{},[439,440,442],"template",{"v-slot:do":441},"",[443,444,445,449],"ul",{},[446,447,448],"li",{},"Jennifer logged into the account",[446,450,451],{},"The customer placed the order",[439,453,454,457],{"v-slot:dont":441},[446,455,456],{},"The account was logged into by Jennifer",[446,458,459],{},"The order was placed by the customer",[461,462,463],"blockquote",{},[367,464,465,468],{},[378,466,467],{},"Tip:"," Words like \"was\" and \"by\" often indicate passive voice. Scan for these and rework sentences where they appear.",[367,470,471],{},"When to use passive voice:",[443,473,474,477,480],{},[446,475,476],{},"To avoid referring to yourself or Shopware, for example, \"Invoices are created monthly and emailed to you\" avoids an unnecessary Shopware subject",[446,478,479],{},"To make it clear you didn't personally take an action",[446,481,482],{},"When the object is more important than the subject",[371,484,486],{"id":485},"inclusive-language","Inclusive language",[367,488,489,490,493],{},"We champion ",[378,491,492],{},"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.",[495,496,498],"h3",{"id":497},"race-and-ethnicity","Race and ethnicity",[436,500,501,511],{},[439,502,503],{"v-slot:do":441},[443,504,505,508],{},[446,506,507],{},"\"allowlist\" and \"blocklist\"",[446,509,510],{},"\"main\", \"primary\"",[439,512,513,516],{"v-slot:dont":441},[446,514,515],{},"\"whitelist\" and \"blacklist\"",[446,517,518],{},"\"master\"",[495,520,522],{"id":521},"gender","Gender",[436,524,526,542],{":vertical":525},"true",[439,527,528],{"v-slot:do":441},[443,529,530,533,536,539],{},[446,531,532],{},"\"they\"",[446,534,535],{},"\"people\", \"folks\", \"teammates\"",[446,537,538],{},"Neutral, straightforward titles",[446,540,541],{},"\"workforce\"",[439,543,544,547,550,553],{"v-slot:dont":441},[446,545,546],{},"\"him\" or \"her\", \"he\" or \"she\"",[446,548,549],{},"\"guys\"",[446,551,552],{},"\"ninja\", \"rockstar\", \"wizard\"",[446,554,555],{},"\"manpower\"",[495,557,559],{"id":558},"sexual-orientation-and-gender-identity","Sexual orientation and gender identity",[436,561,562,565],{},[439,563,564],{"v-slot:do":441},"\"spouse\" or \"partner\"",[439,566,567],{"v-slot:dont":441},"\"wife\u002Fhusband\" or \"girlfriend\u002Fboyfriend\"",[371,569,571],{"id":570},"abbreviations-and-acronyms","Abbreviations and acronyms",[367,573,574,577],{},[378,575,576],{},"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.",[461,579,580],{},[367,581,582,584],{},[378,583,467],{}," If the abbreviation is well known (like API or HTML), use it directly without spelling it out.",[436,586,587,590],{},[439,588,589],{"v-slot:do":441},"Your store now supports cross-border payments through the Open Banking protocol.",[439,591,592],{"v-slot:dont":441},"Your store now supports cross-border payments through OBP.",[371,594,596],{"id":595},"capitalisation","Capitalisation",[367,598,599],{},"Shopware feature names are capitalised in every context. They need to stand out whenever they are mentioned.",[367,601,602],{},"Examples: Rule Builder, Sales Channel, Flow Builder, B2B Components.",[367,604,605],{},"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.",[371,607,609],{"id":608},"buttons","Buttons",[367,611,612],{},"Button labels should be as short as possible. Use a verb that describes the action.",[436,614,615,618],{},[439,616,617],{"v-slot:do":441},"Save",[439,619,620],{"v-slot:dont":441},"Click here to save",[367,622,623],{},"If the context alone does not make the action clear, add a noun and, if necessary, a preposition.",[436,625,626,636],{},[439,627,628],{"v-slot:do":441},[443,629,630,633],{},[446,631,632],{},"Save product",[446,634,635],{},"Continue to checkout",[439,637,638,641],{"v-slot:dont":441},[446,639,640],{},"Save the product",[446,642,643],{},"Continue to the checkout",[367,645,646],{},"Do not use articles.",[371,648,650],{"id":649},"addressing-users","Addressing users",[367,652,653],{},"In English, use \"you\" and \"your\" for all audiences.",[367,655,656],{},"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.",[367,658,659],{},"Example: Speichere das Produkt, bevor Du die Seite verlässt.",[371,661,103],{"id":662},"glossary",[367,664,665,666,669],{},"For a full reference of approved English and German terms, see the ",[667,668,103],"a",{"href":104}," page.",{"title":441,"searchDepth":671,"depth":671,"links":672},2,[673,674,675,676,682,683,684,685,686],{"id":373,"depth":671,"text":374},{"id":402,"depth":671,"text":403},{"id":430,"depth":671,"text":431},{"id":485,"depth":671,"text":486,"children":677},[678,680,681],{"id":497,"depth":679,"text":498},3,{"id":521,"depth":679,"text":522},{"id":558,"depth":679,"text":559},{"id":570,"depth":671,"text":571},{"id":595,"depth":671,"text":596},{"id":608,"depth":671,"text":609},{"id":649,"depth":671,"text":650},{"id":662,"depth":671,"text":103},"Guidelines for Shopware's tone of voice, inclusive language, and writing conventions across product copy.","md",null,{},true,{"title":95,"description":687},"AGxmDjfFmsf1Of74LCR1rNEKvZmpCfWeFwl7laNYBd0",[695,697],{"title":86,"path":87,"stem":88,"description":696,"children":-1},"Meteor's icon set, built for consistency, clarity, and legibility across all sizes and themes.",{"title":99,"path":100,"stem":101,"description":698,"children":-1},"Standards for writing error, validation, success, warning, info, empty, and loading messages in Meteor products.",1790177982262]