One of the biggest compliments made to me about the content I put out, particularly on LinkedIn, is that my writing sounds like me.
It means when people meet me in person, they are getting the me that is familiar to the one they know online, not someone who sounds different.
There are also good business reasons for writing content that sounds human. Here are some of the benefits:
Content differentiation
In the age of AI, everyone has access to the same speed-writing tools, which raises the baseline of generic content.
It means that content which is authentic, personality-driven and includes lived experience becomes an even more valuable point of difference.
In the property industry, many services offered are the same, so voice becomes part of the product.
Content needs to be worth reading, not just well written.
Builds trust
Content that feels like it comes from a real person, rather than straight off an LLM prompt and has real experiences and viewpoints rather than being generic, is more believable.
Bland corporate-speak can feel like it’s hiding something.
More memorable content
Stories and individual voices are easier to remember. Content with personality will more likely stick in the reader’s mind.
A distinctive voice gives people a reason to come back and can help build a relationship or connection with the audience.
People are also more likely to respond to someone they feel they ‘know’, and familiarity can make decisions feel less of a risk.
Better engagement
A human voice is more recognisable and, therefore, tends to generate more engagement, such as comments. People respond to people.
Some of my best-performing posts on LinkedIn have had some sort of story or anecdote.
Makes difficult or dry topics more accessible
The real estate sector I work in covers a lot of technical and potentially dry topics, but adding a human element, bringing in relatable references and examples, can make it more digestible.
Reflects on the brand
When a business’s team write with warmth and authenticity, it can shape how the company is perceived.
This is particularly useful in a relationship-driven industry like real estate, where culture and people matter to clients.
Confidence and caution about humanising content
It can take a bit of courage to let content breathe, particularly when there is a multiple-layer approval chain stripping away authenticity and personality.
I’ve had chats with MDs nervous about a conversational style of content. All ended positively when the rationale was explained.
When it comes to my work content voice, it is akin to how I talk in an office environment rather than with my friends.
A very distinct voice can land well with target audiences and deliver results, but not all personalities will suit a specific business context and may risk undermining authority.
Consideration will also need to be given to how much is appropriate to share.
Humanising content should be intentional, not unfiltered.
Final thoughts
Take an objective look at your content and ask: Could it easily be written by any of your competitors? If the answer is yes, then it’s less likely to land.
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