PhD Level Copy Doesn't Make Your Brand Sound Smart and Won't Sell
If you want your marketing to move, talk like the high school jock
Your brand's voice should be like your favorite pair of jeans – comfortable and familiar.
You don’t need to get all buttoned-down and technical. Your audience isn't there to decipher a thesaurus, they're there to connect with a real person (or company, in this case) they know and trust.
Whether it’s an article on your website or a caption on Instagram, it's important to focus on these two writing techniques:
1. Readability
Imagine explaining your business to a friend over a cup of coffee. You wouldn't rattle off corporate jargon like COGS and EBITDA, right?
You'd use words they understand and tell stories that resonate with their life.
That's the golden rule of readability: Making your words easy to read.
Avoid technical terms and replace them with clear, concise language your audience already uses.
For example, instead of saying…
"Utilize our paradigm-shifting functionalities"
try…
"Use our awesome features to get [benefit X]."
See the difference? It's night and day.