Unnatural
If your copy doesn’t sound human, it won’t feel real, and it won't build trust — it'll build distance.
Good for
Making your copy sound more human, relatable, and conversational
What it means
If your copy sounds like a robot, a tech manual, or a boardroom presentation - readers will tune out fast.
Unnatural copy is usually full of:
Jargon – Overcomplicated or industry-heavy terms
Buzzwords – Vague, trendy language that means nothing
Sales Speak – Overhyped claims without personality or connection
Real people don’t speak in bullet points and buzzwords. Neither should your copy.
Example Use Case
Homepage copy for a time-tracking tool
Example Implementation
Unnatural version:“Optimize workflow efficiency through integrated productivity solutions.”Natural version:“Track your time. Hit your goals. Get home earlier.”