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Talk like a human

Talk like a humanYour customers are regular people. Talk to them like you talk to regular people.

Look at the simple, clear language in this Apple alert.

Here’s the action plan: Hire someone (permanent or freelance) to review everything you write. De-lawyer it, de-engineer it, de-jargon it. A few days of rewrites will completely change how your customers perceive you and relate to you.

Then create a style guide to prevent jargon from creeping back in (like this).

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