Copywriting
While we're not aiming to create a single tone, or voice across all our different brands. There are a couple of basic rules to adhere to across all non-editorial content in our products.
1. Aim for 12-14 year olds when writing copy
This might feel low, but it helps all of our customers understand things faster and easier. It also supports our writing guidelines on shorter sentences, simple tenses, and familiar words. Clear content also makes localization and translation easier.
2. Keep it simple, short & actionable
Give just the info our users need, right when they need it. Try not to have lines longer than 80 characters, or sentences longer than 20 words.
3. Consistency creates clarity
Keep user interface terms (menu, tabs, and so forth) consistent throughout the product or on a screen.
4. Use gender-neutral language
We communicate to customers in the second person (you), and when we refer to other people, we use third person and keep our language gender neutral, including pronouns. Don't assume that the accountant, tax expert, or other financial professional is a he. If you find yourself in the awkward spot where the subject's gender is unknown, write your way around it. Don't use she/he, s/he, they or them, or one. If you absolutely can't write your way around it, then it’s OK to use they, them, or their.
5. Use emoji scarcely 🙏
Emoji help keep our content modern and feel more human. Typically, we use them more for greetings and small talk, and less for task-related content or delivering important news. Consider how emoji impact the tone of your content. Do they enhance the message or muddy it? Emoji should never feel forced. When in doubt, don’t use them. Emoji have ever-changing tone, meaning, and connotation. Use them wisely. It's important to prioritize accessibility, inclusion, and clarity. Remember, let your words do the talking. Emoji are just a visual aid.
6. Acronyms & abbreviations
When an acronym appears for the first time, spell it out and include the acronym in parentheses, unless it’s commonly known such as ZIP code or PIN.
7. Write for humans
We know the basic grammar rules and some obscure ones, but we're not sticklers. When in doubt, we pick the conventions of everyday conversation over the grammar book. Customers look to us for answers and guidance. So when you explain things, be as definitive and precise as you can. And use simple terms consistently.