How to properly use inclusive language, pronouns, and more

Written by Joshua Duvauchelle
Updated over a week ago

Point of View

Although many customers do have different preferences, default to these guidelines when not otherwise specified:

  • Address the reader in the second person (you/your)

  • Write from the customer’s perspective by using our/ours and “us” instead of they/theirs (e.g. “To learn more about our services, contact us today.”)


  • Use the singular they/them pronoun when referring to a hypothetical subject or a subject whose pronouns are unknown. Use they/their/theirs instead of:

    • Saying “he or she” and “his or her” each time

    • Using only one, like “he” or “she”, as the default

    • Switching back and forth between “he” or “she”

    • Using “one” as a pronoun

Inclusive Language

Verblio content should be written with inclusivity, respect, and empathy in mind. Review our inclusive language guidelines for more information about our expectations.

Technological Terms

We gravitate towards the most modern spelling of technological terms. In many cases, we prefer the unhyphenated, uncapitalized spelling, unless it’s a proper noun. Here are some approved examples:

  • ebook

  • email

  • hashtag

  • website

  • Facebook

  • YouTube


The tone of voice for Verblio content depends on the customer’s preferences. When filling out their business information during sign-up, customers can designate their tonal preferences using a sliding scale between light-hearted and corporate, newsy and evergreen, and more.

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