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Give them the exact information they need, along with opportunities to learn more.",[351,379,380,383],{},[362,381,382],{},"Engage",": Write to engage the reader, capturing their interest with relevant content and a conversational tone.",[355,385,387],{"id":386},"our-approach","Our approach",[351,389,390,393],{},[362,391,392],{},"Clear",": Understand the topic you're writing about. Use simple words and sentences.",[351,395,396,399],{},[362,397,398],{},"Useful",": Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?",[351,401,402,405],{},[362,403,404],{},"Friendly",": Write like a human. All of our content, from website copy to system alerts, should be warm and human.",[351,407,408,411],{},[362,409,410],{},"Appropriate",": Adapt your tone depending on who you're writing to and what you're writing about.",[355,413,415],{"id":414},"active-voice","Active voice",[351,417,418],{},"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.",[420,421,422,436],"do-dont",{},[423,424,426],"template",{"v-slot:do":425},"",[427,428,429,433],"ul",{},[430,431,432],"li",{},"Jennifer logged into the account",[430,434,435],{},"The customer placed the order",[423,437,438,441],{"v-slot:dont":425},[430,439,440],{},"The account was logged into by Jennifer",[430,442,443],{},"The order was placed by the customer",[445,446,447],"blockquote",{},[351,448,449,452],{},[362,450,451],{},"Tip:"," Words like \"was\" and \"by\" often indicate passive voice. Scan for these and rework sentences where they appear.",[351,454,455],{},"When to use passive voice:",[427,457,458,461,464],{},[430,459,460],{},"To avoid referring to yourself or Shopware, for example, \"Invoices are created monthly and emailed to you\" avoids an unnecessary Shopware subject",[430,462,463],{},"To make it clear you didn't personally take an action",[430,465,466],{},"When the object is more important than the subject",[355,468,470],{"id":469},"inclusive-language","Inclusive language",[351,472,473,474,477],{},"We champion ",[362,475,476],{},"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.",[479,480,482],"h3",{"id":481},"race-and-ethnicity","Race and ethnicity",[420,484,485,495],{},[423,486,487],{"v-slot:do":425},[427,488,489,492],{},[430,490,491],{},"\"allowlist\" and \"blocklist\"",[430,493,494],{},"\"main\", \"primary\"",[423,496,497,500],{"v-slot:dont":425},[430,498,499],{},"\"whitelist\" and \"blacklist\"",[430,501,502],{},"\"master\"",[479,504,506],{"id":505},"gender","Gender",[420,508,510,526],{":vertical":509},"true",[423,511,512],{"v-slot:do":425},[427,513,514,517,520,523],{},[430,515,516],{},"\"they\"",[430,518,519],{},"\"people\", \"folks\", \"teammates\"",[430,521,522],{},"Neutral, straightforward titles",[430,524,525],{},"\"workforce\"",[423,527,528,531,534,537],{"v-slot:dont":425},[430,529,530],{},"\"him\" or \"her\", \"he\" or \"she\"",[430,532,533],{},"\"guys\"",[430,535,536],{},"\"ninja\", \"rockstar\", \"wizard\"",[430,538,539],{},"\"manpower\"",[479,541,543],{"id":542},"sexual-orientation-and-gender-identity","Sexual orientation and gender identity",[420,545,546,549],{},[423,547,548],{"v-slot:do":425},"\"spouse\" or \"partner\"",[423,550,551],{"v-slot:dont":425},"\"wife\u002Fhusband\" or \"girlfriend\u002Fboyfriend\"",[355,553,555],{"id":554},"abbreviations-and-acronyms","Abbreviations and acronyms",[351,557,558,561],{},[362,559,560],{},"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.",[445,563,564],{},[351,565,566,568],{},[362,567,451],{}," If the abbreviation is well known (like API or HTML), use it directly without spelling it out.",[420,570,571,574],{},[423,572,573],{"v-slot:do":425},"Your store now supports cross-border payments through the Open Banking protocol.",[423,575,576],{"v-slot:dont":425},"Your store now supports cross-border payments through OBP.",[355,578,580],{"id":579},"capitalisation","Capitalisation",[351,582,583],{},"Shopware feature names are capitalised in every context. They need to stand out whenever they are mentioned.",[351,585,586],{},"Examples: Rule Builder, Sales Channel, Flow Builder, B2B Components.",[351,588,589],{},"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.",[355,591,593],{"id":592},"buttons","Buttons",[351,595,596],{},"Button labels should be as short as possible. Use a verb that describes the action.",[420,598,599,602],{},[423,600,601],{"v-slot:do":425},"Save",[423,603,604],{"v-slot:dont":425},"Click here to save",[351,606,607],{},"If the context alone does not make the action clear, add a noun and, if necessary, a preposition.",[420,609,610,620],{},[423,611,612],{"v-slot:do":425},[427,613,614,617],{},[430,615,616],{},"Save product",[430,618,619],{},"Continue to checkout",[423,621,622,625],{"v-slot:dont":425},[430,623,624],{},"Save the product",[430,626,627],{},"Continue to the checkout",[351,629,630],{},"Do not use articles.",[355,632,634],{"id":633},"addressing-users","Addressing users",[351,636,637],{},"In English, use \"you\" and \"your\" for all audiences.",[351,639,640],{},"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.",[351,642,643],{},"Example: Speichere das Produkt, bevor Du die Seite verlässt.",[355,645,103],{"id":646},"glossary",[351,648,649,650,653],{},"For a full reference of approved English and German terms, see the ",[651,652,103],"a",{"href":104}," page.",{"title":425,"searchDepth":655,"depth":655,"links":656},2,[657,658,659,660,666,667,668,669,670],{"id":357,"depth":655,"text":358},{"id":386,"depth":655,"text":387},{"id":414,"depth":655,"text":415},{"id":469,"depth":655,"text":470,"children":661},[662,664,665],{"id":481,"depth":663,"text":482},3,{"id":505,"depth":663,"text":506},{"id":542,"depth":663,"text":543},{"id":554,"depth":655,"text":555},{"id":579,"depth":655,"text":580},{"id":592,"depth":655,"text":593},{"id":633,"depth":655,"text":634},{"id":646,"depth":655,"text":103},"Guidelines for Shopware's tone of voice, inclusive language, and writing conventions across product copy.","md",null,{},true,{"title":95,"description":671},"AGxmDjfFmsf1Of74LCR1rNEKvZmpCfWeFwl7laNYBd0",[679,681],{"title":86,"path":87,"stem":88,"description":680,"children":-1},"Meteor's icon set, built for consistency, clarity, and legibility across all sizes and themes.",{"title":99,"path":100,"stem":101,"description":682,"children":-1},"Standards for writing error, validation, success, warning, info, empty, and loading messages in Meteor products.",1784890650988]