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Remember to speak to your avatar, and sometimes that means bending the rules of grammar or being a little more informal. You don’t want to seem like a robot. One example I thought was slightly funny was the whole ProWritingAid having a “Reset Password” link – but instead of being called that, it’s properly called “Forgotten Password”. I found this a little odd seeming at first, though it makes sense. Go with what makes reading your content good for your tribe.