Authentic Messaging: The Overlooked Growth Strategy
Somewhere along the way, professionals started believing that writing formally makes them sound more intelligent. In reality, it often just makes them sound less relatable. The moment fingers hit the keyboard, natural language disappears—replaced by stiff intros, awkward phrasing, and the kind of structure you’d find in a college essay.
But business writing isn’t about proving how articulate you are. It’s about connection. And if you wouldn’t say it out loud in a conversation, you probably shouldn’t be typing it into an email either.
What happens is almost comical. People suddenly revert to their college mindset, crafting elaborate thesis statements and formal five-paragraph essays for what should be straightforward communications. They forget the fundamental purpose of business writing: to connect with another person.
Simplicity Trumps Formality
My favorite tactic when coaching team members is asking them, “What would you actually say in person?” The answer is almost always simpler and more direct than what they’ve written.
For example, when following up with a customer who made a purchase, there’s no need for elaborate phrasing. A simple “Hey, how do you like it? Would love to know what you think since you bought it a month ago” is perfect. No need for additional fluff or formality.
This approach works because:
- It respects the recipient’s time
- It feels authentic rather than scripted
- It establishes a human connection
- It’s more likely to receive a response
The business world is filled with jargon-heavy, overly formal communications that create distance rather than connection. When we write in ways we would never speak, we put up barriers between ourselves and our audience.
Know Your Customer, Be a Human
The foundation of effective communication is understanding who your customer is and what their behaviors are. This knowledge allows you to act accordingly and interact as a normal human being would.
As a brand, your goal should be to feel like a friend or a person to your customers – not a faceless corporation hiding behind fancy language. People connect with people, not with carefully constructed corporate personas.
This doesn’t mean being unprofessional. Rather, it means finding the sweet spot between professionalism and authenticity. Your communications can be clear, concise, and effective while still sounding like they came from an actual person.
Understanding who your customer is, what their behaviors are, and then acting accordingly and being a normal human being. Being as a brand, feeling like a friend or a person.
Breaking Bad Habits
Shifting to more natural communication requires breaking ingrained habits. Many of us were taught that formal writing demonstrates professionalism and intelligence. The truth is that clear, direct language shows respect for your audience and confidence in your message.
The goal isn’t to be casual to the point of sloppiness, but to communicate in a way that feels natural and builds genuine connection.
I’ve seen the impact of this approach firsthand. When our team members write as they speak, engagement rates improve, customer relationships strengthen, and internal communication becomes more efficient.
The most successful brands today understand that authenticity cuts through the noise. In a world where consumers are bombarded with messages, being refreshingly human stands out more than any clever marketing tactic.
Next time you’re crafting an email or message, remember: you’re just one person talking to another. Write accordingly, and watch how much more effective your communications become.
