Don’t.

*Write for humans. Write for people. Write in a language that people speak in; human is the language people understand, it’s the language that wakes potential buyers out of their slumber, and it’s the language that bonds teams together and connects us all. To try and write in a deadpan tone full of superfluous language for no other reason than to sound like a business speaking, is to lose the heart of the company to fear. Keep it simple. Keep it straightforward and direct. But keep it human.

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