By: Leah Rodgers
It was probably around the time “laugh out loud” turned into “LOL” that language and writing in the Digital Age took a turn. Conversational language online turned into code where a millennial could see “SMH” for the first time and somehow know what it meant right away. Our acronyms got longer and our sentences got shorter. We’ve even changed the connotation of “LOL” over time and it wasn’t even discussed! It was just known unanimously.
Is this what it means to write like a human being now?
Maybe in your personal life, but probably not for your brand. If you’re a content creator in your workplace, here are a few ways you can write articles, blogs, and emails without sounding like a click-baiter or a law professor.
Words, Words, Words
This might sound counterintuitive, but avoid big words. You can sound smart on paper without muddling your message with prodigious, supererogatory verbiage. There’s a time in every writer’s life when they have to choose between what is flashy and what is clear. Ask yourself. “Does this actually sound impressive or do I sound pretentious?’ A good rule of thumb is to avoid words you wouldn’t use speaking aloud to a client or customer. They’re probably the audience for your written content, after all.
The exception to the rule is your audience. Some words may be obscure to the general public, but if you know the absolutely perfect word—and you know that your audience knows it, too— then use it. Using too little jargon makes you sound like you don’t know what you’re talking about, and using too much can make you sound like a bad corporate training PowerPoint. The key is knowing your target audience.
Forget About SEO for a Minute
Yes, using consistent keywords in your content will bring your more organic traffic, but you’re also trying to develop an online relationship with your readers—and they’re smart. They’re going to notice toxic (and ineffective) practices like keyword stuffing. Focus first on great content. If your content aligns with your brand message, your keywords will make a more organic, conversational appearance.
Frame Your Brand Voice
Speaking of your brand message, a consistent brand voice and tone is what your readers are building a relationship with. It’s not you. They might be drawn in by your product or service, but it’s your brand culture they’ll feel connected to. Is your brand tone snarky? Informative? Casual? Professional? What voice does your target buyer want to hear when they click on your content?
Your voice is the messaging and descriptors you use to show your brand—this shouldn’t change.
However, your brand tone—the emotion in your written voice—can change based on what you’re writing. This pertains to everything content-related. Not only does the body of your content need to match with your brand voice—so do your social media ads, your posts—even your subject lines! This is writing like a human on a different level. It’s like your brand is an individual, and your job is to portray that individual in your content. (We’ve written before about creating buyer personas for your clients, and one way to hone your brand’s voice and tone is to create a buyer persona for your own company.)
Use Inclusive Language
Writing like a human being means writing for a variety of other human beings. Using inclusive language is so important for your edtech brand and—no pressure—society. Double- and triple-check your content for any language that may come off as biased, prejudiced, or belittling to your fellow humans. Here’s a link to an “incomplete” guide to inclusive language.
Writing like a human being also means engaging in a dialogue, so please share your comments below. We promise we’ll write back!
Thanks for sharing!