Does Your Copy Pass the “Smart But Human” Test?

You want your business to sound credible. Capable. Trustworthy. However, in trying to sound smart, many brands end up sounding robotic.

You don’t have to choose between sounding smart or human. The best copy does both.

What “smart but human” looks like:

• Clear structure, but not stiff

• Confident tone, without condescension

• Technical terms, explained like you’re on the same team

• Strategic clarity, not buzzword bingo

If your copy uses phrases like “end-to-end synergy solutions” or “robust value delivery,” chances are it’s trying too hard. Real intelligence shows up in precision, not buzzwords..

Try this test:

• Can a client read it in one go, without re-reading?

• Does it sound like how your best team member talks?

• Would you be proud to send it to a peer and a new lead?

If not, your copy might be overcompensating. Want content that’s smart, but not smug? Contact us and we’ll help you write like humans.