I recently caught up on a 2023 episode of Think Fast, Talk Smart with Matt Abrahams. Dan Pink, the guest, shared a piece of writing advice that really stuck with me: speak like a human.

Sounds obvious, right?

But in my experience working in corporate marketing, it’s rarely that simple. And when it comes to marketing technical concepts, it’s even harder.

⭐ The fear is that if we humanize or simplify a message, we’ll be seen as less knowledgeable, or worse—unprofessional. ⭐

But here’s the truth: speaking like a human doesn’t mean you’re “dumbing it down.” It doesn’t make you sound inexperienced, either. In fact, it makes you more approachable—and in today’s world, engagement is everything.

⭐ In marketing, your message is only as strong as its ability to resonate. ⭐

Speaking like a human is the easiest way to do that without losing credibility. Here’s how to make it work:

1. Speak Your Audience’s Language

Your audience doesn’t need to hear how smart you are; they need to feel understood. Think about it this way: If you were trying to get into a “members only” club, what would get you in faster—knowing the secret handshake or reciting the club’s history?

Both show familiarity, but only one makes you feel like you belong. The same goes for marketing. Using overly formal or technical language might prove you’re well-informed, but it can also make you feel like an outsider.

⭐ When you speak your audience’s language, you’re signaling, I get you; You become part of their world. ⭐

That doesn’t mean abandoning industry terminology or skipping acronyms. It’s about weaving them in naturally so your audience knows you’re in the know without you having to spell it out.

2. Respect the Medium

You can’t connect with your audience if you don’t respect the platform you’re using.

⭐ When I wrote video scripts for marketing, the biggest challenge was getting feedback that added length without adding value. ⭐

Here’s the thing: Editing for written words doesn’t work for spoken communication. When you’re scripting for video, less is often more. Viewers aren’t reading a script; they’re listening. They’re engaging with it on a personal device, usually alone. This creates a much more intimate environment, where speaking like a human is essential.

One of the best ways to test if your writing works? Read it out loud. 

⭐ If it feels awkward coming out of your mouth, it’ll feel even more awkward when someone watches it on their phone. ⭐

Final Thoughts

Speaking like a human should be easy, but it takes practice—especially when we’re so used to sounding formal. 

⭐ And in an era where AI is getting better at sounding human than we are, it’s worth the extra effort to show up as our authentic selves. ⭐

Key Takeaways:

• Genuine connection comes from speaking your audience’s language. Don’t try to sound smarter than you need to; try to sound like you care.
• Respect the medium. Writing for a video or a mobile audience is different from drafting a white paper. Don’t lose sight of how your content will be consumed.

Has anyone else out there had this experience in marketing or creative? I’d love to see examples from the companies that you think get it right. Hit me up on LinkedIn.