How To Write Your Content So People Read It

Learn the keys to writing relatable, human, people-first content

To write your content so people read it – you need to write for people. 

Sounds obvious but so many people neglect this and instead write content that is impossible to understand, read, and remember.

People are reading your content. Not businesses or companies.

People are making decisions about you, your brand, and whether they can trust you enough to hire you.

TL;DR: Remember, your content is not for you – it’s for the people you’re trying to connect with and ultimately sell to. So write for these people. Imagine you’re sitting down and having a conversation about what you do and how it can benefit them. Now write this down. This is content that people read.

Two seconds. This is how much time you have to grab attention. 

Your two seconds need to count. And this comes down to how you use words.

Number 1 Rule of Writing Content: Write for People

People, not companies, are reading your content.

Yes, even if you’re a B2B company, it’s still people reading your content. 

You need to establish an instant connection with the people reading your content. The best way to do this is to speak to them.

Two of the most important words you can use are: you and your. When you do this, it helps the reader feel like you understand them, know how they feel, and appreciate what they’re going through. 

You and your help pull on emotion – the challenges, pain points, aspirations, dreams, fears, and uncertainty that people have – the reasons why they’ve come to your website.

From your home page through to your contact page – make sure you’re using you and your. 

Examples of writing for people:

From my writing and strategy services page: How confident are you in your website? When was the last time you updated your website copy? Where is your website ranking in Google?

From my about page: You know that feeling when you figured out what you’re meant to do? When you find that thing that just feels right?

Question: How many times do you use you and your in your content?

If you’re not using you and your, then your content:

• Doesn’t address the needs, challenges, goals, or concerns of your readers
• Doesn’t engage your readers – it simply states facts
• Doesn’t connect your products, services, or expertise to the benefits for your readers
• Doesn’t make it clear how you can help people and solve their problems 
• Doesn’t connect with your readers and lacks empathy and understanding

Number 2 Rule of Writing Content: Write Like You Speak

Think about how you tell someone about your business or products/services. You need to use the same language on your website.

For some reason when people sit down to write a blog or a web page, they get all stiff and formal. You use jargon, write about yourself in the third person, and use way too many adjectives.

Write like you speak. One of the best ways to help you do this is to speak as you write.

I do this. My lips are literally moving as I write and I’m saying the words as I type them. This is how I know I’m writing the way I speak. 

This helps keep the words relaxed, friendly, conversational, and accessible.

You understand what I’m talking about and you find it easy to read along because you don’t have to work to understand what I’m writing (saying). 

The words flow and feel natural, just like a conversation.

When you write like you speak, you write your truth. And people can feel this when reading your content. You know it when you read it.

Examples of writing like you speak:

From my about page: I loved j-school. Interviewing people, learning about them, writing their stories – their hopes, fears, passions, and experiences. I was good at it too. 

I have a knack for getting people to open up and trust me. It’s because I listen. I genuinely care. 

This is exactly what I bring to my clients.

An openness to understanding and learning about your challenges and those of your clients.

Question: If you cover up your logo and branding, could your blog, newsletter, web pages, and social content be written by anyone in your industry?

What makes your content personal to you, your brand, your mission, and ethos?

Number 3 Rule of Writing Content: Be Human

It all comes down to emotion. Yes, your experience and knowledge matter. But if you really want people to believe in and trust you – you need an immediate connection. 

Your content needs to show how you can make things better for your reader. 

Whether you’re selling running shoes, coaching services, coffee, writing expertise, or tech, people come to your website and social channels because they have challenges and need help.

It doesn’t matter what their challenge or pain point is. People are looking for people (companies) who get it – who understand their struggles, problems, and goals. 

Use friendly, relatable, conversational, clear, direct, and relaxed words. Yes, you can do this and still be professional. Think of how you talk to potential clients at a trade show, conference, or during a Zoom meeting. 

You need to write just like this. 

Examples of writing like a human:

On Sheri Jay Coaching’s about page: Like you, I know firsthand the challenges of navigating life’s complexities.

As a former corporate executive who faced a debilitating disability, I transformed my adversity into a powerful purpose: to help others unlock their full potential and live fulfilling, purposeful lives.

Drawing on my expertise in neuroscience, psychology, corporate life, and athletics, I am here to help you achieve peak performance in every aspect of your life.

Whether you’re a professional seeking career growth, an athlete aiming for peak performance, or an individual navigating life transitions, I understand the obstacles you face.

This content is supportive, helpful, conversational, and trustworthy. In other words: human. From this short example, you feel like you know Sheri and she knows you. 

Question: Does your website focus on the reader or on yourself and your business?

When you read your content do you see a lot of we, our, us, and I versus you and your?

Your Writing For People Checklist

It’s not easy to critically review your content. I get it – the words on your web pages and in your blogs are personal to you. You worked hard at them and you’re proud of them.

But here’s the thing, everyone, including me can improve their writing. Writing is a skill, the more you do it, the better you get. 

This writing for people checklist is your helping hand. Use it as a guide when you edit your content before publishing or hitting send. 

1. You and Your: make sure you’re talking to the reader directly. Help them relate to your content.
   
   
2. Minimal Use of We, I, Us, and Our: the reader wants to know about you, but only in how it helps them. Tell the reader how your expertise benefits them – not what your expertise is.   
   
   
3. No Jargon: write like you speak. It’s very likely you don’t speak in acronyms or jargon. It’s okay to use industry-specific terms and language but remember people new to your domain may be coming to your website to learn – so make sure your content is relatable and easy-to-understand. 
   
   
4. Be Empathetic: make it clear you understand the challenges people have and be clear about how you can help them. Rather than listing your product features – explain how they benefit people. 
   
   
5. Be Friendly: use conversational and natural language that is easy to read and understand. 
   
   
6. Write Like You Speak: write as if you were speaking to one person. Imagine that I’m sitting in front of you – what would you tell me about yourself, your company, and your products/services? 
   
   
7. Be Yourself: let your personality come through. Whether you’re a solopreneur or a global brand – you have a personality. Show this off, let people know who you are and what you’re all about. People want to build connections with you. 
   
   
8. Ask Questions: this helps engage readers and gets them thinking about what you’re writing about.  
   
   
9. Use Natural Language: contractions, long and short sentences, starting a sentence with because, and don’t get caught up with commas. Yes, grammar matters but this is not a grade 7 essay – some rules are meant to be flexed…
   
   
10. Use Examples: to help people understand what you’re writing about. Show don’t tell goes a long way in your writing. 
    
    
11. Minimize Adjectives: avoid frequent and repetitive use of words like phenomenal, next-level, superior, unique, ultimate, innovative, unmatched, groundbreaking, etc.
    
    There is a time and place for adjectives, but too many or too much and they sound empty and superfluous. Use adjectives when it feels natural and try to use specific and descriptive language instead. 
    

TL;DR Human Content Always Wins

Your website, blogs, social media channels, and newsletters exist to create connections with other humans. Be yourself. Be human. 

People are tired of brands and companies that pretend to be something they’re not. 

Stand out by being yourself.

Write honestly about why you do what you do and why it matters to you. This is how you build trust.

Authenticity, personality, and humanness win every single time. 

I’m here to talk about your words, your website, and how I can help your clients find and trust you. Let’s talk about your words and how I can help you.

If you have any questions or want me to review your content, send me an email. I’m always happy to help you out.