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Give them the exact information they need, along with opportunities to learn more.",[347,375,376,379],{},[358,377,378],{},"Engage",": Write to engage the reader, capturing their interest with relevant content and a conversational tone.",[351,381,383],{"id":382},"our-approach","Our approach",[347,385,386,389],{},[358,387,388],{},"Clear",": Understand the topic you're writing about. Use simple words and sentences.",[347,391,392,395],{},[358,393,394],{},"Useful",": Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?",[347,397,398,401],{},[358,399,400],{},"Friendly",": Write like a human. All of our content, from website copy to system alerts, should be warm and human.",[347,403,404,407],{},[358,405,406],{},"Appropriate",": Adapt your tone depending on who you're writing to and what you're writing about.",[351,409,411],{"id":410},"active-voice","Active voice",[347,413,414],{},"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.",[416,417,418,432],"do-dont",{},[419,420,422],"template",{"v-slot:do":421},"",[423,424,425,429],"ul",{},[426,427,428],"li",{},"Jennifer logged into the account",[426,430,431],{},"The customer placed the order",[419,433,434,437],{"v-slot:dont":421},[426,435,436],{},"The account was logged into by Jennifer",[426,438,439],{},"The order was placed by the customer",[441,442,443],"blockquote",{},[347,444,445,448],{},[358,446,447],{},"Tip:"," Words like \"was\" and \"by\" often indicate passive voice. Scan for these and rework sentences where they appear.",[347,450,451],{},"When to use passive voice:",[423,453,454,457,460],{},[426,455,456],{},"To avoid referring to yourself or Shopware, for example, \"Invoices are created monthly and emailed to you\" avoids an unnecessary Shopware subject",[426,458,459],{},"To make it clear you didn't personally take an action",[426,461,462],{},"When the object is more important than the subject",[351,464,466],{"id":465},"inclusive-language","Inclusive language",[347,468,469,470,473],{},"We champion ",[358,471,472],{},"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.",[475,476,478],"h3",{"id":477},"race-and-ethnicity","Race and ethnicity",[416,480,481,491],{},[419,482,483],{"v-slot:do":421},[423,484,485,488],{},[426,486,487],{},"\"allowlist\" and \"blocklist\"",[426,489,490],{},"\"main\", \"primary\"",[419,492,493,496],{"v-slot:dont":421},[426,494,495],{},"\"whitelist\" and \"blacklist\"",[426,497,498],{},"\"master\"",[475,500,502],{"id":501},"gender","Gender",[416,504,506,522],{":vertical":505},"true",[419,507,508],{"v-slot:do":421},[423,509,510,513,516,519],{},[426,511,512],{},"\"they\"",[426,514,515],{},"\"people\", \"folks\", \"teammates\"",[426,517,518],{},"Neutral, straightforward titles",[426,520,521],{},"\"workforce\"",[419,523,524,527,530,533],{"v-slot:dont":421},[426,525,526],{},"\"him\" or \"her\", \"he\" or \"she\"",[426,528,529],{},"\"guys\"",[426,531,532],{},"\"ninja\", \"rockstar\", \"wizard\"",[426,534,535],{},"\"manpower\"",[475,537,539],{"id":538},"sexual-orientation-and-gender-identity","Sexual orientation and gender identity",[416,541,542,545],{},[419,543,544],{"v-slot:do":421},"\"spouse\" or \"partner\"",[419,546,547],{"v-slot:dont":421},"\"wife\u002Fhusband\" or \"girlfriend\u002Fboyfriend\"",[351,549,551],{"id":550},"abbreviations-and-acronyms","Abbreviations and acronyms",[347,553,554,557],{},[358,555,556],{},"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.",[441,559,560],{},[347,561,562,564],{},[358,563,447],{}," If the abbreviation is well known (like API or HTML), use it directly without spelling it out.",[416,566,567,570],{},[419,568,569],{"v-slot:do":421},"Your store now supports cross-border payments through the Open Banking protocol.",[419,571,572],{"v-slot:dont":421},"Your store now supports cross-border payments through OBP.",[351,574,576],{"id":575},"capitalisation","Capitalisation",[347,578,579],{},"Shopware feature names are capitalised in every context. They need to stand out whenever they are mentioned.",[347,581,582],{},"Examples: Rule Builder, Sales Channel, Flow Builder, B2B Components.",[347,584,585],{},"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.",[351,587,589],{"id":588},"buttons","Buttons",[347,591,592],{},"Button labels should be as short as possible. Use a verb that describes the action.",[416,594,595,598],{},[419,596,597],{"v-slot:do":421},"Save",[419,599,600],{"v-slot:dont":421},"Click here to save",[347,602,603],{},"If the context alone does not make the action clear, add a noun and, if necessary, a preposition.",[416,605,606,616],{},[419,607,608],{"v-slot:do":421},[423,609,610,613],{},[426,611,612],{},"Save product",[426,614,615],{},"Continue to checkout",[419,617,618,621],{"v-slot:dont":421},[426,619,620],{},"Save the product",[426,622,623],{},"Continue to the checkout",[347,625,626],{},"Do not use articles.",[351,628,630],{"id":629},"addressing-users","Addressing users",[347,632,633],{},"In English, use \"you\" and \"your\" for all audiences.",[347,635,636],{},"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.",[347,638,639],{},"Example: Speichere das Produkt, bevor Du die Seite verlässt.",[351,641,103],{"id":642},"glossary",[347,644,645,646,649],{},"For a full reference of approved English and German terms, see the ",[647,648,103],"a",{"href":104}," page.",{"title":421,"searchDepth":651,"depth":651,"links":652},2,[653,654,655,656,662,663,664,665,666],{"id":353,"depth":651,"text":354},{"id":382,"depth":651,"text":383},{"id":410,"depth":651,"text":411},{"id":465,"depth":651,"text":466,"children":657},[658,660,661],{"id":477,"depth":659,"text":478},3,{"id":501,"depth":659,"text":502},{"id":538,"depth":659,"text":539},{"id":550,"depth":651,"text":551},{"id":575,"depth":651,"text":576},{"id":588,"depth":651,"text":589},{"id":629,"depth":651,"text":630},{"id":642,"depth":651,"text":103},"Guidelines for Shopware's tone of voice, inclusive language, and writing conventions across product copy.","md",null,{},true,{"title":95,"description":667},"AGxmDjfFmsf1Of74LCR1rNEKvZmpCfWeFwl7laNYBd0",[675,677],{"title":86,"path":87,"stem":88,"description":676,"children":-1},"Meteor's icon set, built for consistency, clarity, and legibility across all sizes and themes.",{"title":99,"path":100,"stem":101,"description":678,"children":-1},"Standards for writing error, validation, success, warning, info, empty, and loading messages in Meteor products.",1784932788347]