Keep these rules in mind when you write. These essentials will help you nail the fundamentals of the QuickBooks voice.

01 Spell and capitalize product names right.
It’s QuickBooks, not Quickbooks. And it’s only quickbooks in the logo. Check the naming system if you’re not sure. (Seems basic, we know, but you’d be surprised how often this error makes an appearance.)
02 Make sure content is the best solution to the customer problem.
Copy will never make up for poor experience design, so don’t use it when removing stuff or adding an interactive or visual affordance would work better. Content almost always demands more effort from customers than visual elements.
03 Write for mobile screens.
If you write long copy, double-check and see how it looks on a mobile screen. If you started with the native app, let Sarah know and she’ll buy you a beer, but also make sure you’ve read this section on writing for mobile users.
04 Be platform agnostic.
Skip platform-specific words like touch, tap, click, and so on. Make sure your copy makes sense wherever a customer sees it.
05 Follow conversational norms over grammar rules.
Use short words. Make short sentences. End with prepositions. Use contractions. Read them out loud. They’re easy to follow. In most cases, compound sentences with formal diction—like the one you are reading right now—are acceptable for journalistic prose but not for product interfaces, and after reading this one, we suspect you agree. Just write like you’d talk to the person who sits next to you.
06 Make sure you use common contractions.
Use all the standard contractions you use when you talk to people everyday. Check out a list of common contractions here. But don’t turn nouns into contractions. Nothing’s worse than a forced contraction. Don’t do that.
07 Stick to to sentence case.
Just so we’re clear: Sentence case uses caps like this. Title Case Uses Them Like This. Stick with sentence case pretty much everywhere. Use title case for proper nouns and official things like Profit and Loss, Board of Equalization, and so on.
08 Assume people will quickly scan and not in order.
You’re not crafting an essay, and people won’t read screens like they read paragraphs. So make sure they can grasp the essence of a screen at a quick glance. Make it obvious what you want them to do, and organize the information accordingly.
09 Lead with the benefits (why), not the solutions (how).
Show customers why they should care before you tell them what to do. For instance: To add a new customer, go to the Customers tab. (Not: Go to the Customers tab to add a new customer.)
10 Don’t use any corporate or technical jargon.
Our priority is to make people feel comfortable and confident. Skip anything that you wouldn’t use everyday outside work.
11 Run it by a writer, especially one who’s not on your team.
What you wrote will probably make sense to your team. Show it to someone—a writer or customer—who knows nothing about what you’re working on.
12 Consider how this copy will localize.
Make sure global content designers and language managers know how to translate the spirit of your copy for their audience.
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