A lot of business content reads like it was written by a fax machine.
The tone? Robotic. The message? Forgettable. The goal? Who even knows anymore.
It’s like someone tried to sound professional by swapping out every normal word for a buzzword they found in a 2008 Microsoft Excel tutorial.
But it doesn’t have to be this way.
You can sound smart without sounding like a corporate voicemail. You can be credible without being cold.
And yes, even if you sell accounting services, roofing inspections, or septic tank repairs, you can write and speak in a way that actually makes people want to read and hear what you say.
Because no one wants to just “engage with a brand.” They want to trust a person.
And that trust starts with the words you use, and the voice you use to say them.
In this blog, I’ll break down exactly how to write like a human without losing your authority, and how to use this skill to stand out in even the most “boring” industries on earth.
Let’s get into it.
There’s a weird belief floating around out there, especially in highly corporate circles and university graduates, that “if your writing doesn’t sound formal and complex, it won’t be taken seriously.”
You see it all the time in company websites, newsletters, and LinkedIn posts:
“Our team offers bespoke, end-to-end solutions across multiple verticals to accelerate growth and drive holistic value.”
No one talks like that. No one buys because of that. It’s not just forgettable, it’s actively repelling.
Now here’s what we’ve learned from running content and ads across dozens of local businesses:
The most effective messaging is simple, conversational, and clear.
That’s what people trust. That’s what people engage with. That’s what drives revenue.
Your prospects don’t need to hear how smart you are. They need to understand how you can help them.
Simple language isn’t “dumbing it down.” It’s clearing the path between your business and your buyer.
And here’s why that works:
People aren’t dumb, they’re busy.
They’re scanning, not studying. They’re looking for the fastest way to know: “Is this for me?” and “Can this help me?”
When you use big, clunky words or try to sound overly professional, it increases the cognitive load on your reader.
That means their brain has to work harder to understand what you’re saying. And in marketing, more mental effort equals more friction. And friction kills action.
But when your language is smooth, visual, and easy to process, the brain rewards it.
It feels trustworthy. It feels intuitive. It makes the reader think, “Yes. This makes sense.”
Even better, the easier something is to understand, the more true it feels.
That’s the hidden psychology behind why simple, everyday language performs so well:
It signals confidence. It reduces doubt. It makes your message feel obvious. And that “obviousness” is what turns browsers into buyers.
So writing clearly isn’t a downgrade. It’s a sales advantage.
And the brands who understand this will always outperform the ones trying to win awards for verbosity.
Here’s a quick psychological mechanism we use across copy, ads, landing pages, and even organic posts:
“No one cares how the watch works. They just want to know what time it is.”
If you sell a service or product, it’s tempting to talk about all the features. All the details. All the processes behind what you do.
But buyers rarely wake up thinking, “I’d love to hear about internal workflow optimization today.”
They think:
This idea, speaking in terms of what the other person wants, is not new.
It’s not some clever 2025 marketing hack.
It’s one of the most enduring communication principles in all of human history.
It’s how deals were made. How influence was built. How alliances were secured.
Because when the message serves the other person’s desire, they listen.
Even in the early 20th century, thinkers like Dale Carnegie cemented this idea in modern communication.
He didn’t need AI tools or data dashboards. Just a deep understanding of human nature, which hasn’t changed all that much in the past few thousand years.
We’re still driven by the same core desires: safety, success, belonging, status, peace of mind.
So when businesses write about their story, their processes, their internal lingo…
…it just doesn’t land.
But when you talk about what they want, what they’re already thinking about, your message hits like a bullseye.
This is why we coach clients to start with benefits, not backstories. Outcomes, not internal operations.
It’s not just about better writing. It’s about aligning with what people are already wired to respond to.
That’s the difference between a brand that gets scrolled past, and one that gets remembered.
We love facts. We really do. But when it comes to writing copy that connects, persuades, and drives action?
There’s something even more powerful: truthiness.
Truthiness is what feels true to your reader. What they instantly recognise. What they’ve thought or felt but haven’t heard anyone say out loud.
It’s why a short sentence like:
“You shouldn’t have to chase your contractor to finish the job.”
…can outperform a 1000-word writeup on timelines and regulations.
Now, this isn’t about lying. Not at all. It’s about tapping into the emotional reality your prospect lives in. It’s how we turn dry industries, roofing, dentistry, accounting, into content that feels human.
And when a piece of writing feels like it gets them?
That’s when people click. That’s when they call. That’s when they buy.
Here’s the paradox: trying too hard to sound like an expert often makes you sound less like one.
True authority is calm, clear, and confident. It doesn’t need to shout. It doesn’t need a glossary. And it doesn’t need a wall of certifications to back it up.
The strongest authority signal in copy is resonance, that feeling of “this person understands me.”
That’s what builds trust faster than any jargon ever could.
When a client reads your post, sees your ad, or lands on your page and thinks:
“Yes. That’s exactly what I’ve been dealing with…”
…you’ve already won half the battle.
At the end of the day, communication isn’t about sounding impressive.
It’s about being understood.
The businesses that win aren’t the ones who talk the loudest, they’re the ones who speak clearly, confidently, and in a way that actually connects with real people.
And yes, even the “boring” industries can do this. In fact, those are often the ones with the biggest opportunity to stand out.
If your current content feels flat, cold, or like it’s missing something, we’d love to help you fix that.
At Purple Bunny Marketing, we specialise in helping local businesses speak human, sell smart, and show up online in a way that builds real trust.
Want to see how we can do it for your business?
Come get in touch with us today. No pressure, just a casual chat to see what’s possible.
And let’s get your brand hoppin’
