2018: the year of sounding human (say the analysts)

It’s that time of year again. Tinsel, turkey and, um, trend forecasting. The number crunchers at Foresight Factory have come up with a corker: in 2018, customers will choose brands that sound more human and empathise more.

Not to blow our own trumpet (well, maybe a bit), but we’ve been banging on about this for years. How talking like a real person and putting your readers’ needs first is good for business.

Luckily there are loads of chances for brands to show they’re run by real people. Face to face (obvs). TV ads. Web chats. Emails. Twitter.

But people often struggle to be their real selves when they write for work. They sound formal. They use tried and tested phrases that show they weren’t really listening. And they miss chances to build relationships.

We’ve found that it’s well worth breaking those habits and trying to write more like we speak. In fact, we once helped BT save £500,000 just by rewriting one paragraph of a call centre script.

Still need convincing? Find out what happened when our Harry challenged Dave Gorman on matters of writing  like you speak… and how it helped O2 come out of a crisis smelling of roses.

And don’t wait for 2018 to get started. Next time you write something, try letting your human side show. Change words for ones you’d use when you’re speaking to a customer face to face. It’ll only take a couple of minutes and can totally change the way the reader feels about you.

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