A writing checklist for your “Human” brand

Afy Nou
14 July 2017


Your teacher may have taught you not to start sentences with And or But. Forget it! To really sound ‘Human,’ you should write how you speak.

– Use contractions, like it’s and you’ll and they’ll’ve.
– Throw in a conversational aside or two. Our sale just got even bigger. How about that?
– Change topic mid-sentence.
– Trail off mid



Assert your opinions. It’s not about how correct they are, it’s about how bold you are in your writing.

– Use phrases like I think…, I know…, It’s obvious that…, Any moron could see that…
– Use CAPS LOCK to convey certainty and ensure your voice is heard over others.
– Call out your competitors’ flaws. Try pointing out negatives in their:

– abilities
– visual identity (eg colour)
– opinions


Full of shame

Your teacher may have taught you to feel ashamed. Remember it! A deep sense of shame is key to sounding ‘Human.’

– Know when to apologise: …to save our customers time and money, sorry.
– Use your sentences as shields to hide your real feelings. Some tips on repressed writing:

– Write down your thoughts and look for the emotion words – angry, sad, happy, scared.
– Then, think about the opposite of that emotion. Did you write down sad? Then you’ll want to write with a ‘happy’ tone.
– An occasional burst of honesty is ok, but don’t let it disrupt your flow: We delight in bringing our customers not just cooling systems wanted to be a watercolourist but dozens of years of expertise.

– Not sure how you’re feeling? Just go numb: Goods and services are what we offer.



Master a balance of shameful confidence, and you’re well on your way to sounding ‘Human.’ And remember:

– Check everything you write against your Vision, Mission, and Values. Make sure it’s either supporting them, irrelevant to them, or standing in direct opposition to them.

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