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Are you forgetting to humanise your business? Here's how copywriting can help 16 January 2025

People buy from people. So why is the human factor still so overlooked in marketing content?

As 2025 rolls on, everyone is focused on value and the bigger picture: getting noticed, getting sales, getting on. But the way in which many companies communicate often feels as if human beings have been forgotten. And ultimately, that’s likely to make your business less visible and relevant to the people that matter: your customers. Read on to discover how copywriting can help humanise your services and products.

Find your own voice

Your tone of voice matters. Because, by using your own unique voice, your business can reach the right people with less effort. Obvious, right? Yet many companies stick to a more generic style online or on social media. Or they ape the very popular, chatty style that emerged during what I call the the “Innocent era”, when it felt as if every business was aspiring to echo the quirky messaging on little bottles of delicious shakes.

Copywriting can help your business to develop and cultivate a credible, authentic tone of voice. One that goes far beyond slick messaging pushing a sales message or verbiage that distances. The result? A consistent, friendly and appealing voice that speaks more clearly to your ideal audience.

With tone of voice no longer the preserve of the big brands, there’s no denying that people are much more cynical about how businesses communicate with them. All of which makes humanising your business with a perfectly nuanced and authentic tone of voice that much harder. But in a crowded marketplace, it’s essential. And achieving it with a good copywriting strategy can make all the difference. Want to know more? Find out how adopting a sarcastic tone of voice yielded great results for this company.

Put your people centre stage

Stories matter. While engaging stories about your products or services sell in the short-term, stories about the individuals behind those products or services can build help nurture a deeper and longer-term relationship with customers. Done right, content about the great people in your business – who they are and what they do – can help bring it to life much more vividly.

This is not about adopting a form of “nicewashing”, as with some of the more simplistic types of copywriting tone of voice. This is about finding and giving voice to the stories behind those people: their journey into your business, their motivation, their role, and their unique skills and personality, all of which shape your company’s unique skills and personality. It’s long way away from just a simple staff profile or intro, outlining how the new hire likes dogs and going running at the weekend. There’s a very particular trick to combining an engaging story about the experts in your business with one about your business. Done right, it can be a win for everyone.

Keep the human factor in mind in 2025

Companies continue to focus on spelling out the many benefits of their business – while forgetting that people buy from people. In a world of soaring AI useand content on every conceivable channel, your customers are yearning for an authentic connection. They want to feel like they can trust your business and the people behind it. Are you doing everything you can to meet that demand and making the most of the potential of copywriting to achieve it? If not, let’s talk and see how we can change that in 2025.