Speak to a User, an Audience, a Real Person

A tip that keeps showing up when fine-tuning a message: write like you speak.

Take that with some caveats, because everyone speaks differently. But there's real truth in it: speaking forces simplicity, and simplicity is the point.

The challenge is that when we write, we over-explain. We describe, detail, and expand on every angle to avoid missing the phrase that might resonate. So we keep every phrase. Writing it all out first and then cutting is a solid process, but how do you write as if you're genuinely talking to a real person?

Here's the shortcut: imagine one.

Picture a specific person, your ideal user, someone from your target audience, a real individual with a real problem. Then pitch to them like you're having a conversation. In your office, on your couch, over coffee, wherever you actually think well.

Just like rehearsing lines or prepping for an interview, deliver your value proposition out loud. Then do it again. Each pass, chisel away what doesn't belong.

The pitch sharpens. The structure tightens. The language simplifies. Your message becomes one that far more of your audience will actually understand.

Write it down. Read it back out loud. Fine-tune once more.