I’ve noticed a strange phenomenon in business communication. When people sit down to write an email, they suddenly transform into formal, academic writers crafting five-paragraph essays complete with thesis statements. It’s as if they’re channeling their college English professor rather than simply communicating with another human being.
This formality creates an unnecessary barrier between you and your audience. Whether you’re reaching out to customers, colleagues, or partners, overly formal communication feels stiff and inauthentic.
Write How You Speak
My favorite tactic when coaching my team on communication is simple: Would you ever say this out loud to someone? If not, don’t write it. Try standing up and reading your email aloud as if you’re talking directly to the recipient. Does it sound natural or forced?
When I follow my own advice, my emails become dramatically more effective. Instead of crafting elaborate messages with unnecessary filler, I might write:
“Hey! How do you like it? Would love to know what you think since you bought it a month ago.”
That’s it—no need for formalities or extra sentences that don’t add value. The message is clear, friendly, and gets straight to the point.
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Understanding Your Customer
Effective communication starts with understanding who you’re talking to. This means knowing:
- Who your customer really is (not who you think they are)
- What their communication preferences might be
- How they typically interact with brands like yours
- What level of formality do they expect?
Once you understand these elements, you can tailor your approach while still maintaining an authentic voice. The goal isn’t to sound like everyone else in your industry—it’s to sound like a real person who cares about solving problems.
Brands Should Feel Like Friends
Today’s most successful brands don’t feel like corporations—they feel like friends. This doesn’t mean being overly casual or unprofessional, but it does mean communicating in a way that feels natural and human.
When I communicate with customers, I aim to write in a way that makes it feel like I’m sitting across from them, having coffee. This approach builds trust and makes people more likely to engage with what I’m saying.
Think about the brands you personally connect with. Do they speak to you in corporate jargon, or do they communicate like a helpful friend? I’d bet it’s the latter.
Practical Tips for More Human Communication
If you want to improve your business communication, try these approaches:
- Read your emails out loud before sending them
- Cut unnecessary words and sentences that don’t add value
- Use contractions (don’t, can’t, we’re) like you would in speech
- Ask yourself: “Would I actually say this to someone face-to-face?”
- Remember that brevity is usually appreciated
The goal isn’t to dumb down your communication but to make it more accessible and human. Your readers will thank you for respecting their time and speaking to them like real people.
The Bottom Line
The next time you write an email, social post, or other customer communication, remember this simple rule: write how you talk. Be a normal human being. Your brand should feel like a friend or a helpful person, not a faceless corporation hiding behind formal language.
This approach has transformed how my team communicates with our customers; the results speak for themselves. People respond better to authentic communication that respects their time and intelligence. So ditch the formal essays and talk to your customers—even when writing.
Frequently Asked Questions
Q: Doesn’t formal communication sound more professional?
Not necessarily. Professionalism comes from clarity, respect, and effectiveness, not formality. Many of the most respected business leaders communicate directly. Your goal should be clear communication that respects the reader’s time, not impressing them with your vocabulary or formal writing skills.
Q: How can I maintain brand voice while writing more conversationally?
Your brand voice can be conversational. Define your brand’s personality traits and communication style, then ensure those come through naturally. The key is consistency across all touchpoints while still sounding like a real person. Think of your brand voice as a person with specific characteristics rather than a set of rigid rules.
Q: What if my industry requires more formal communication?
There’s room to humanize communication even in traditionally formal industries like law, finance, or healthcare. You can maintain professionalism while still being clear and conversational. Focus on simplifying complex ideas rather than making simple ideas sound complex. Your clients or customers will appreciate communication they can easily understand.
Q: How do I know if my communication style is working?
Pay attention to response rates and engagement. Are people replying to your emails? Do they seem to understand your message? Ask for feedback directly. You can also test different approaches with small audience segments to see what generates better results. The data will tell you what’s working.
Q: Should all business communication be casual?
There’s a difference between casual and conversational. You can be clear, direct, and human without being overly casual or unprofessional. The goal is authentic communication that respects both your brand and your audience. Find the right balance for your specific situation and audience needs.
