How do we make B2B copy sound more human?

Lead with the human impact: identify what the product or service changes for the reader before describing its technical details. Ask how it improves the reader's current way of doing things. The consequence might be cost savings, more time or a better user experience. Make that consequence the starting point, rather than adopting a formal expert voice to demonstrate knowledge.

Expert readers are still people. Communicating honestly and staying true to the message matters more than making the language sound technical. In 2025, Edelman and LinkedIn found that 65% of hidden B2B decision-makers prefer a more human, less formal tone over an even-toned, intellectual voice, among United States business executives across industries and company sizes.

Simplify the words and structure by replacing unnecessary jargon with everyday language, shortening sentences and putting the main takeaway first. Keep technical terms that genuinely matter, such as a product name. Where a shorter word means the same thing, use it.

Check sentence structure as well as vocabulary. Choose active verbs over passive verbs, and avoid complicated word order that makes readers work to understand the point. Time-poor experts need copy that gets to the point, not familiar jargon that is easy to ignore. In 2025, Edelman and LinkedIn found that 57% of hidden B2B decision-makers prefer primer-style content with quick takeaways over thoroughly researched academic-style content for experts, among United States business executives across industries and company sizes.

Read the copy aloud to check whether it follows natural spoken rhythms. Conversational writing should sound natural when spoken, not merely look correct on the page. Listen for wording that feels awkward or disrupts the flow, and use those moments to identify parts that need attention.

For a fresh reaction, read the draft to someone who has not seen it before. A listener encountering the wording for the first time can give a more revealing response than another read-through by the writer. Use both the spoken rhythm and the listener's reaction to judge where the copy needs work.