this keeps happening with B2B copy at work. the first draft sounds normal, then it goes through review and every slightly human line gets replaced with something safer. by the end it's technically accurate but reads like nobody actually talks that way. the other extreme isn't great either. make it too casual and suddenly serious software sounds like a lifestyle brand. where do you usually draw the line between sounding credible and still sounding like an actual person?   submitted by   /u/Next-Guidance-8927 [link]   [comments]