Language

Dos

We use the active voice.
We strive for clarity, above all else. We’re concise, specific, accurate, and transparent.
We’re conversational. We’re fine with contractions.
We’re friendly, inclusive, welcoming; we’re mindful and respectful of our global audience.
We’re creative and original.

Avoid jargon, clichés, and corporate speak.
Avoid “empty phrases.” Example: “Akismet is a simple and powerful plugin that enables all of the power and flexibility you need from your WordPress.” Get specific! Dig deeper! What is it specifically about Akismet that makes it “simple,” “powerful,” and “flexible”? If you told a user it was simple and powerful, would they know what you mean? Would they understand Akismet’s benefits? Better phrasing: “Akismet eliminates comment spam.”
Always consider how the language you use may or may not translate into other languages. Example: “howdy” is a warm greeting you may receive in the southern United States. It doesn’t translate easily into other languages. Euphemisms may not translate from one language to another. It’s a balance to achieve universal appeal without watering down/compromising our brand.
Be deliberate and careful with the use of “simple” and “easy” — avoid them in favor of specific product benefits. “Simple” and “easy” are weak descriptive crutches. What is simple to us is not necessarily simple for our users and these words can backfire. Example: “Publicize is easy!” Ask the question: “Why is Publicize easy?” Publicize automates broadcasting your posts to social media like Facebook and Twitter. In this case, automation is the specific benefit that we stress.

Next up: Tone