Respectful tone

To sound respectful, balance care and compassion without sounding disingenuous. A respectful tone implies a careful choice of vocabulary. Avoid using professional jargon that most users aren't familiar with. If you must use terms, provide an explanation.

To make users trust your service or product, avoid words and double entendres — phrases that are open to two interpretations. For example, "Whenever I feel blue, I start breathing again."^[1]

Another thing to avoid is jokes that might offend or hurt someone's feelings. First, only a few jokes work with a respectful tone. Second, jokes at the expense of others can repulse the audience.