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Throughout the life of your project, you'll do a lot of writing: READMEs, tutorials, community documents, responding to issues, maybe even newsletters and mailing lists.
Whether it's official documentation or a casual email, your writing style is part of your project's brand. Consider how you might come across to your audience and whether that is the tone you wish to convey.
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Using warm, inclusive language (such as "them", even when referring to the single person) can go a long way in making your project feel welcoming to new contributors. Stick to simple language, as many of your readers may not be native English speakers.
Beyond how you write words, your coding style may also become part of your project's brand. [Angular](https://github.com/johnpapa/angular-styleguide) and [jQuery](http://contribute.jquery.org/style-guide/js/) are two examples of projects with rigorous coding styles and guidelines.
It isn't necessary to write a style guide for your project when you're just starting out, and you may find that you enjoy incorporating different coding styles into your project anyway. But you should anticipate how your writing and coding style might attract or discourage different types of people. The earliest stages of your project are your opportunity to set the precedent you wish to see.
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