Copywriting: How to sound like a human, not a brand.
People don't want to receive "marketing communications." They want to receive helpful emails from people they trust. Here is how to stop sounding like a corporate machine.
The death of corporate jargon
We have all seen it. The "synergy," the "solutions," and the "innovative paradigms." Corporate jargon is a defense mechanism. It's what people use when they want to sound professional but don't actually have anything interesting to say.
In an inbox full of noise, jargon is the fastest way to get ignored. It feels fake and impersonal. If you want to connect with your audience, you have to kill the corporate speak. Use simple words. If you wouldn't say a word to a friend over coffee, don't use it in an email.
The goal is to be understood, not to impress. The most powerful brands in the world today are moving toward a much more casual, direct way of speaking because it builds a much stronger emotional connection.
Writing like you talk
A great email should sound like a conversation that was already happening. It shouldn't have a formal beginning, middle, and end like a school essay.
Use contractions. Use short sentences. Use occasional one-sentence paragraphs for emphasis. This makes your copy much more approachable and easier to read. It takes the pressure off the user and makes them more likely to engage with what you're saying.
The visual rhythm of a human email
The way an email looks is just as important as what it says. A massive wall of text is intimidating. It tells the user that this is going to take a lot of work to get through.
Human writing has rhythm. It has short bursts of information followed by slightly longer explanations. It uses white space to let the reader breathe. When you look at a well-written email, it should feel light and scannable. Your eyes should be able to glide through it without getting stuck.
The 'One-to-One' rule
Never write to a "list." Always write to one person. Even if you are sending an email to ten thousand people, each one of them is reading it alone on their screen.
Avoid phrases like "I know many of you have been asking..." or "To all our valued customers...". Instead, use "I know you've been asking..." or "As a customer...". This subtle shift makes the email feel personal. It makes the reader feel seen and heard, rather than just another entry in a database.
Using active voice and direct requests
Passive voice makes your writing feel weak and indecisive. "It has been decided that a sale will be held" is much less powerful than "We're having a sale."
Be direct with your requests. If you want someone to click a link, tell them why it's worth their time and then give them a clear instruction. Don't be afraid to be a little bit vulnerable or to share a personal story. People relate to people, not to logos.
Summary
Sounding like a human is a choice. It requires you to set aside your ego and your desire to sound "important." It requires you to be clear, direct, and honest.
Start by deleting your jargon. Then, start writing like you talk. Treat every email like a private conversation with a single friend. If you do that consistently, your audience will stop seeing you as a brand and start seeing you as a trusted advisor.