How to write like a human

If you're writing for a brand, you need to write in a relatable way so you're more accessible to the people reading your stuff.  

So here are some tips to get going, and some examples so you can see how the concept actually plays out.  

1. Swap complex sentences for simple ones. Make it really easy for the reader to understand your words by using shorter sentences, split up with natural pauses, in all the right places. 

 Example, Karma Cola: “At Karma Cola, we reckon it’s a good idea to cut back on stuff that’s bad for you and, unless it’s a special occasion, drink a glass of water. But if you’re hot and thirsty and you crave a cold, refreshing drink, then drink one of ours.”

2. Get real, and write how you'd speak in real life. Don’t use words that you’d never usually use, like “Build a rapport” rather than “get to know someone”, or “initiate the conversation” if you just mean “make the first move.” 

Example, Bumble: “Make the first move. Start meeting new people in your area! If you already have an account, sign in to use Bumble on the web.” Instead of saying things like: “We’re an innovative brand”, say things like: “We were the first to do it”

3. Forget the “rules”. You can start a sentence with “And”, “Then”, “But”, or whatever verb you want. Because guess what? That’s how we speak in real life. Most people don’t start a sentence with “Therefore” or “In conclusion”, unless you're speaking from a script at a conference. And do you want to come across like you're speaking from a script? Didn't think so.  

Example, Karma Cola: “Like the can gang? Well you're going to love the latest additions to the Karma bottle shop. The same organic, and Fairtrade goodness, but served up in a 300ml glass bottle — perfect for hot days and long nights.”

4. Be picky with your words. Choose words to use that really represent your brand and its category. Pick your preferences for words you'll say regularly, so that you've always got a specific way of saying something.  

Example, Innocent + Ace & Tate. Innocent are building the world's most sustainable healthy drinks factory over in Rotterdam, and they call it ‘the blender.’ Ace & Tate call their glasses “frames”: All of our frames are designed by us in Amsterdam". 

5. Use idioms or everyday phrases. Look at phrases and idioms that people use in real life, like “Life in the fast lane”, or “Set the wheels in motion", etc. Listen out for phrases that people use, in the office, in a store, when talking to friends. Weave these into your writing to replace any boring or repetitive ways of saying things. 

Example, Cannonade. “Fast, versatile, comfortable bikes, designed for getting out, working out, and enjoying life on two wheels.”

I hope this helps, happy writing! <3

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