The moment people sit down to write for their business, something stiffens. Plain speakers turn into brochures — 'leverage', 'solutions', 'seamless'. The result reads as corporate wallpaper, and corporate wallpaper doesn't sell to humans.
Say it out loud first
If you wouldn't say it to a friend across a table, don't write it. 'This helps you get paid faster' beats 'Our solution optimises your revenue workflow' because one sounds like a person and the other sounds like a press release nobody finishes.
Plain isn't unprofessional
Clear, warm, direct writing doesn't read as amateur — it reads as confident. The brands people trust most often sound the most human. Drop the armour and just talk.