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Give them the exact information they need, along with opportunities to learn more.",[359,387,388,391],{},[370,389,390],{},"Engage",": Write to engage the reader, capturing their interest with relevant content and a conversational tone.",[363,393,395],{"id":394},"our-approach","Our approach",[359,397,398,401],{},[370,399,400],{},"Clear",": Understand the topic you're writing about. Use simple words and sentences.",[359,403,404,407],{},[370,405,406],{},"Useful",": Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?",[359,409,410,413],{},[370,411,412],{},"Friendly",": Write like a human. 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Scan for these and rework sentences where they appear.",[359,462,463],{},"When to use passive voice:",[435,465,466,469,472],{},[438,467,468],{},"To avoid referring to yourself or Shopware, for example, \"Invoices are created monthly and emailed to you\" avoids an unnecessary Shopware subject",[438,470,471],{},"To make it clear you didn't personally take an action",[438,473,474],{},"When the object is more important than the subject",[363,476,478],{"id":477},"inclusive-language","Inclusive language",[359,480,481,482,485],{},"We champion ",[370,483,484],{},"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.",[487,488,490],"h3",{"id":489},"race-and-ethnicity","Race and ethnicity",[428,492,493,503],{},[431,494,495],{"v-slot:do":433},[435,496,497,500],{},[438,498,499],{},"\"allowlist\" and \"blocklist\"",[438,501,502],{},"\"main\", \"primary\"",[431,504,505,508],{"v-slot:dont":433},[438,506,507],{},"\"whitelist\" and \"blacklist\"",[438,509,510],{},"\"master\"",[487,512,514],{"id":513},"gender","Gender",[428,516,518,534],{":vertical":517},"true",[431,519,520],{"v-slot:do":433},[435,521,522,525,528,531],{},[438,523,524],{},"\"they\"",[438,526,527],{},"\"people\", \"folks\", \"teammates\"",[438,529,530],{},"Neutral, straightforward titles",[438,532,533],{},"\"workforce\"",[431,535,536,539,542,545],{"v-slot:dont":433},[438,537,538],{},"\"him\" or \"her\", \"he\" or \"she\"",[438,540,541],{},"\"guys\"",[438,543,544],{},"\"ninja\", \"rockstar\", \"wizard\"",[438,546,547],{},"\"manpower\"",[487,549,551],{"id":550},"sexual-orientation-and-gender-identity","Sexual orientation and gender identity",[428,553,554,557],{},[431,555,556],{"v-slot:do":433},"\"spouse\" or \"partner\"",[431,558,559],{"v-slot:dont":433},"\"wife\u002Fhusband\" or \"girlfriend\u002Fboyfriend\"",[363,561,563],{"id":562},"abbreviations-and-acronyms","Abbreviations and acronyms",[359,565,566,569],{},[370,567,568],{},"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.",[453,571,572],{},[359,573,574,576],{},[370,575,459],{}," If the abbreviation is well known (like API or HTML), use it directly without spelling it out.",[428,578,579,582],{},[431,580,581],{"v-slot:do":433},"Your store now supports cross-border payments through the Open Banking protocol.",[431,583,584],{"v-slot:dont":433},"Your store now supports cross-border payments through OBP.",[363,586,588],{"id":587},"capitalisation","Capitalisation",[359,590,591],{},"Shopware feature names are capitalised in every context. They need to stand out whenever they are mentioned.",[359,593,594],{},"Examples: Rule Builder, Sales Channel, Flow Builder, B2B Components.",[359,596,597],{},"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.",[363,599,601],{"id":600},"buttons","Buttons",[359,603,604],{},"Button labels should be as short as possible. Use a verb that describes the action.",[428,606,607,610],{},[431,608,609],{"v-slot:do":433},"Save",[431,611,612],{"v-slot:dont":433},"Click here to save",[359,614,615],{},"If the context alone does not make the action clear, add a noun and, if necessary, a preposition.",[428,617,618,628],{},[431,619,620],{"v-slot:do":433},[435,621,622,625],{},[438,623,624],{},"Save product",[438,626,627],{},"Continue to checkout",[431,629,630,633],{"v-slot:dont":433},[438,631,632],{},"Save the product",[438,634,635],{},"Continue to the checkout",[359,637,638],{},"Do not use articles.",[363,640,642],{"id":641},"addressing-users","Addressing users",[359,644,645],{},"In English, use \"you\" and \"your\" for all audiences.",[359,647,648],{},"In German, use the informal address for users. 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