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Give them the exact information they need, along with opportunities to learn more.",[355,383,384,387],{},[366,385,386],{},"Engage",": Write to engage the reader, capturing their interest with relevant content and a conversational tone.",[359,389,391],{"id":390},"our-approach","Our approach",[355,393,394,397],{},[366,395,396],{},"Clear",": Understand the topic you're writing about. Use simple words and sentences.",[355,399,400,403],{},[366,401,402],{},"Useful",": Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?",[355,405,406,409],{},[366,407,408],{},"Friendly",": Write like a human. All of our content, from website copy to system alerts, should be warm and human.",[355,411,412,415],{},[366,413,414],{},"Appropriate",": Adapt your tone depending on who you're writing to and what you're writing about.",[359,417,419],{"id":418},"active-voice","Active voice",[355,421,422],{},"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.",[424,425,426,440],"do-dont",{},[427,428,430],"template",{"v-slot:do":429},"",[431,432,433,437],"ul",{},[434,435,436],"li",{},"Jennifer logged into the account",[434,438,439],{},"The customer placed the order",[427,441,442,445],{"v-slot:dont":429},[434,443,444],{},"The account was logged into by Jennifer",[434,446,447],{},"The order was placed by the customer",[449,450,451],"blockquote",{},[355,452,453,456],{},[366,454,455],{},"Tip:"," Words like \"was\" and \"by\" often indicate passive voice. 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Then use the short version for all other references.",[449,567,568],{},[355,569,570,572],{},[366,571,455],{}," If the abbreviation is well known (like API or HTML), use it directly without spelling it out.",[424,574,575,578],{},[427,576,577],{"v-slot:do":429},"Your store now supports cross-border payments through the Open Banking protocol.",[427,579,580],{"v-slot:dont":429},"Your store now supports cross-border payments through OBP.",[359,582,584],{"id":583},"capitalisation","Capitalisation",[355,586,587],{},"Shopware feature names are capitalised in every context. They need to stand out whenever they are mentioned.",[355,589,590],{},"Examples: Rule Builder, Sales Channel, Flow Builder, B2B Components.",[355,592,593],{},"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.",[359,595,597],{"id":596},"buttons","Buttons",[355,599,600],{},"Button labels should be as short as possible. Use a verb that describes the action.",[424,602,603,606],{},[427,604,605],{"v-slot:do":429},"Save",[427,607,608],{"v-slot:dont":429},"Click here to save",[355,610,611],{},"If the context alone does not make the action clear, add a noun and, if necessary, a preposition.",[424,613,614,624],{},[427,615,616],{"v-slot:do":429},[431,617,618,621],{},[434,619,620],{},"Save product",[434,622,623],{},"Continue to checkout",[427,625,626,629],{"v-slot:dont":429},[434,627,628],{},"Save the product",[434,630,631],{},"Continue to the checkout",[355,633,634],{},"Do not use articles.",[359,636,638],{"id":637},"addressing-users","Addressing users",[355,640,641],{},"In English, use \"you\" and \"your\" for all audiences.",[355,643,644],{},"In German, use the informal address for users. 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