22. Stop Sounding Like a Robot: How to Humanize Your Brand Messaging

Let’s be honest: with the rise of AI, our marketing is starting to sound… well, robotic.

We’ve all seen it. Social posts that feel like they were copy-pasted from a template. Websites full of “leveraging scalable solutions” and “driving operational efficiency.” Emails that technically say the right thing, but somehow say nothing at all.

We’re drowning in a sea of sameness.

And while AI tools are helpful (I use them too!), they’ve created an echo chamber of bland, copycat messaging. Everyone’s saying the same things in the same way. And the problem is, when everyone sounds the same, no one stands out.

Especially not the service-obsessed businesses that care deeply about their people and want to build real trust.

So what’s the fix? We need to humanize our messaging.

Why Your Messaging Sounds Robotic (And What to Do About It)

If your copy feels a little flat lately, you’re not broken. There are two big reasons why most business messaging starts to sound robotic:

The “professionalism trap”

Somewhere along the way, we equated professionalism with formality. We started thinking we needed to sound corporate to be taken seriously, especially if we have a bigger team or a high-ticket offer.

But high-end doesn’t have to mean buttoned-up. And big doesn’t have to mean boring. If your customer chose to work with you, they likely did it because of who you are, not because you sounded like everyone else.

Jargon overload

It’s easy to forget how much industry language we use until we try explaining it to someone outside our field. But when your website and sales pages are packed with internal shorthand, you risk confusing or alienating your audience.

Let’s say you’re a photographer. A robotic version of your messaging might say:

“Now booking clients for natural light portrait sessions utilizing prime lenses and professional retouching to achieve optimal exposure and clarity.”

Yikes. Sounds impressive, but is anyone actually excited to book?

Now let’s try the human version:

“Ready for photos you’ll absolutely love and want to display for a lifetime? Let’s capture your family story beautifully—send me a message and let’s chat.”

See the difference?

What Authentic Messaging Actually Looks Like

When we talk about authentic, personality-driven messaging, we’re not talking about being overly casual or quirky just for the sake of it. We’re talking about:

• Using language that reflects how you actually talk

• Speaking with warmth and clarity, not just correctness

• Creating an experience where your customer says, “They get me.”

Authentic messaging means showing up in a way that’s consistent with your values and inviting your audience into a real relationship, not just a transaction.

3 Brands That Are Doing It Right

Need a little inspiration? Here are three well-known brands that have nailed the art of human messaging:

Dove – Their “Real Beauty” campaign is a masterclass in empathy. They speak directly to their audience’s self-image struggles and celebrate real, unfiltered beauty. Their messaging is empowering, heartfelt, and deeply resonant.

Ben & Jerry’s – Whether it’s “Chocolate Therapy” or “The Tonight Dough,” their ice cream names make you smile before you even take a bite. They’ve turned product copy into a personality—and built a loyal following because of it.

Trader Joe’s – With handwritten signs, clever product blurbs, and podcast titles like “Trader Joe’s Goes to Italy and Gets Sauced,” their brand voice is friendly, offbeat, and unmistakably human.

The more our world relies on automation, the more people crave connection. And that means your marketing has to sound like a person - one your customer wants to talk to.

If your messaging feels stale, stiff, or just too generic, it might be time for a check-up. I offer low-cost messaging audits that give you clear, honest feedback on what’s working, what’s not, and how to fix it - without rewriting everything from scratch.

Let’s make your marketing sound more like you, and a lot less like a robot.

Book your messaging audit now.