import { Box, Heading } from '../components';
import DoDont from './DoDont';

<Meta title="Content/Word List" />

<Box display="block">
  <Heading as="h1" size={{ base: 'xl', tablet: '2xl', desktop: '3xl'}}>Word List</Heading>
  <Box as="p" fontSize={{ base: 'md', tablet: 'lg'}} color="grey-500">A reference for standardized spelling, words to use carefully, and words to avoid in our written communications.</Box>
</Box>

<Box margin="lg 0">
<a href="/#palmetto-products-and-features">Palmetto Products and Features</a>
<a href="/#standardized-spellings">Standard Spellings</a>
<a href="/#words-to-use-carefully">Words to Use Carefully</a>
<a href="/#words-to-avoid">Words to Avoid</a>
</Box>


## Palmetto Products and Features

<DoDont
  doExample={
    <Box as="ul"padding="0 0 0 lg">
      <li>Ambassador</li>
      <li>Ambassador Program</li>
      <li>Palmetto Ambassador Program</li>
      <li>Mapdwell</li>
      <li>Palmetto App</li>
    </Box>
  }
  dontExample={
    <Box as="ul"padding="0 0 0 lg">
      <li>palmetto</li>
      <li>palmetto ambassador</li>
      <li>MapDwell</li>
    </Box>
  }
>

When writing about Palmetto products/platform, it’s important to be consistent with capitalization so that we can reinforce the uniqueness of these offerings.

- "Ambassador" should be capitalized when talking about our Ambassador Program or Ambassadors.
- “Program” must be written with a capital P when referencing the Ambassador Program
- “Mapdwell” has no capital letters other than the ‘M’.
- “Palmetto App” should use the capital A to identify it as a specific product.
- Palmetto App should always be referred to as “Palmetto App” or “the Palmetto App”, not App.


If a product or feature is unique to Palmetto, capitalize it. If isn't unique, don't capitalize it.



</DoDont>

## Standardized Spellings

These words can be slippery. Here’s how we write them. (If it’s not on this list, defer to the AP Style Guide.)

<Box direction={{ base: 'column', desktop: 'row'}} childGap={{ base: '0', desktop: '2xl'}}>

  <Box width={{ base: '100', desktop: '33'}}>
    <Box as="ul"padding="0 0 0 lg" fontSize="sm">
      <li>add-on (noun, adjective), add on (verb)</li>
      <li>back end (noun), back-end (adjective)</li>
      <li>best seller (noun), best-selling (adjective)</li>
      <li>beta</li>
      <li>brick-and-mortar</li>
      <li>checkbox</li>
      <li>coworker</li>
      <li>click-through rate (CTR)</li>
      <li>cost per click</li>
      <li>double-click</li>
      <li>drop-down (noun, adjective), drop down (verb)</li>
      <li>e-commerce (the industry)</li>
      <li>ePub</li>
      <li>email (never hyphenate, never capitalize unless it begins a </li>sentence)
    </Box>
  </Box>

  <Box width={{ base: '100', desktop: '33'}}>
    <Box as="ul"padding="0 0 0 lg" fontSize="sm">
      <li>emoji (singular and plural)</li>
      <li>front end (noun), front-end (adjective)</li>
      <li>geolocation</li>
      <li>hashtag</li>
      <li>homepage</li>
      <li>integrate</li>
      <li>internet (never capitalize unless it begins a sentence)</li>
      <li>login (noun, adjective), log in (verb)</li>
      <li>Like (the social media activity)</li>
      <li>multichannel</li>
      <li>nonprofit</li>
      <li>OK</li>
      <li>omnichannel (use sparingly)</li>
      <li>online (never capitalize unless it begins a sentence)</li>
    </Box>
  </Box>

  <Box width={{ base: '100', desktop: '33'}}>
    <Box as="ul"padding="0 0 0 lg" fontSize="sm">
      <li>opt-in (noun, adjective), opt in (verb)</li>
      <li>pay-per-click (PPC)</li>
      <li>pop-up (noun, adjective), pop up (verb)</li>
      <li>pre-sale</li>
      <li>product-market fit</li>
      <li>signup (noun, adjective), sign up (verb)</li>
      <li>sync</li>
      <li>third party (noun), third-party (adjective)</li>
      <li>tweet, retweet</li>
      <li>username</li>
      <li>URL</li>
      <li>website</li>
      <li>WiFi</li>
    </Box>
  </Box>

</Box>


## Words To Use Carefully

We use plain language, which means avoiding industry jargon. But some jargon-adjacent words can be appropriate in educational contexts. Only use these if you’re writing about solar education and have room to briefly define them.

- buyer journey
- conversion
- customer journey
- customer lifecycle
- integrated marketing
- lead generation
- marketing funnel
- multichannel marketing
- omnichannel marketing
- product-market fit
- value proposition
- permission to operate

## Words To Avoid

- funnel, incentivize, leverage, disruption, thought leader, learnings, or other fluffy corporate terms
- internets, interwebs, or any other variation of the word “internet”
- ninja, rockstar, wizard, unicorn (unless referring to a literal ninja, rockstar, wizard, or unicorn)
- young, old, elderly, or any other word describing a person's age
- crushing it, killing it, killer, awesome
- crazy, insane, or similar words to describe people
- best-in-breed
- Silicon Valley cliches like rise and grind, or disruptor/disruption
- activation (when referring to our presence at an event)
