5 Tips to Write More Like a Human (And Less Like an AI Bot)

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The future has not been written. But in a time when robots and AI become more prevalent, it’s more important than ever to write emails with a human touch — in a personal and present manner.

It shouldn’t be that hard, right?

Well, I’ve been working as a copywriter here in Denmark since 2016 — first at Denmark’s top copywriting agency, Bro, later at the B2B specialized agency Publico, then in-house at Bonnier Publications, and now as a freelance consultant. 

And I’m writing this post for a reason: Because you need to hear it. (Especially if you’re the team working on the transit card for Danish public transportation, the “Rejsekortet.” But I’ll explain why soon).

There are too many examples of stilted, robotic copy written by actual humans, and it needs to end. 

So here are five tips to put a beating heart behind your text.

1.) Write like you speak

The copywriting tip to rule them all: Write like you speak.

It’s the cure against stuffy, fluffy language that creates a yawning gap between you and your reader. 

However, being a human gives you one of the greatest advantages on the market: Authenticity.

So how do I write like I speak? 

Try this method: 

Read your email out loud before pressing “Send.” It’s a highly simple method for spotting robot lingo. And the best part: It’s free!

Sounds easy, yeah?

Well, not so fast. 

Check out this email I received from Rejsekortet, the Danish transit card:

“Your transit card has been automatically topped up at the time below, and the amount will be charged in accordance with your payment agreement.”

Yaaaaawn! 🥱

Why not just: 

“Your transit card has been topped up.”

Ahh, much better. 

2.) Use ‘You’ and ‘I’

Let me guess: You mostly write to people, yes?

Well, people love to be addressed. And using “you” and “I” makes the email more personal and easier to understand. 

But how do I know that it’s personal enough?

Try this method: 

Ann Handley says you should count the number of times you use “You,” and “If you run out of fingers… you’re doing great.”

For example, instead of this subject line:

“Notification of automatic top-up of transit card”

… ‘Rejsekortet’ could (or should!) write:

“You’ve gotten your transit card topped-up.”

Do you know anyone who would ever begin a sentence with ‘Notification of’’? That’s pure robot-talk.

3.) Get to the point

“Never use a long word where a short one will do” — that’s one of George Orwell’s six rules for writing.

To the great author’s point, using unnecessarily long and complex words might even make you come across as less intelligent. You’ll also get to the point faster when you avoid long and overly complex words, and your texts will be clearer and easier to understand.

And, rather ironically, being concise requires more work than being verbose. But it’s totally worth the time and effort.

For example, instead of Rejsekortet saying:

“We are pleased to inform you that your travel card account has been credited with a bonus of 20 dollars.”

… they could just say:

“You’ve received 20 dollars on your account.”

But how can I be more concise?

Try this method: 

Write your text in as few words as possible, and when you are finished, simply stop.

Luckily, the English language is incredibly rich, so chances are you’ll find a shorter alternative in a thesaurus. 

Or: Just avoid these 12 typical marketing mistakes:

❌ Don’t say	✅ Say
1.   Demonstrate      2.   When it comes to  3.   Facilitate                4.   In spite of              5.   At which times   6.   The same level of   7.   Continues to be     8.   Ways by which     9.   In order to               10. Commence             11.  In accordance with 12. Utilize	→ Prove, show → In, when → Ease, help → Despite → When → As much → Remains → Ways → To → Begin, start → By, under → Use

Remember, your customer has already received five unanswered emails. If your email is short, to the point and has a clear CTA, you will do splendidly well.

4.) Show who you are

Every message is your chance to show the person behind the logo. 

You express your brand’s personality not only in what you say, but especially in how you say it. Your perspective and tone of voice are unique, so don’t hide it from the world.  

Your tone of voice is a key differentiator for your brand, so take the time to develop it.

☝️ That’s my main advice for Rejsekortet. I mean, who would have thought that Rejsekortet was actually a young and innovative company? It’s easy to forget that when I read their emails.

If I was their copywriter, I would have added two tablespoons of humor, a touch of human, and a pinch of real-life example — just to sound more human than robot.

But how can I do that for my brand?

Try this method: 

Find one email you wrote, and remove these three things:

1. Your logo
2. Your company name
3. Your product name(s).

Now, could this email have been written by any of your competitors? Or are your style, tone, and voice that distinctive?

Here’s a next-level method: Do the same to one of your competitor’s emails. Then bring both emails to your boss and ask: “Which one is ours and which one is our competitor’s?”  

5.) Give something

Every email you write is (also) an opportunity to make an impression, do something valuable, and build a relationship with your reader.

Sure thing, but what’s your secret method to actually succeed in that?

Try this method: 

Imagine you’re writing to your best buddy (who is funny, clever, and friendly). You’ll find that people like to be addressed in that way. Not to mention, they like being gifted with pleasant surprises. 

For example, the Danish transit card could have sent me some advice based on my journey data.

Here are a few ideas:

• “Now is the cheapest time to travel by metro in Copenhagen”
• “Simon, you only need one more trip to unlock the next level in our Loyalty Program”
•  “Look here, Simon: All weekdays between 11 a.m. to 1 p.m. and 6 p.m. to 7 a.m. are the cheapest to travel from Copenhagen to Aarhus.”  

And that was my gift to you: Five tips to write more like a human. 

To summarize:

1.      Write like you speak

2.      Use “You” and “I”

3.      Get to the point

4.      Show who you are

5.      Give something

Follow these five tips, and you’ll write succinct copy that sounds deeply human, that moves readers to take specific action, that connects with your brand’s overall message, and makes your newsletter even better.

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