Maya Angelou wisely said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” This insight isn’t just profound – it’s profitable, because in marketing, feeling translates to action.
Words matter. They’re not just vessels for information—they’re emotional triggers, trust builders, and decision-makers. Since everyone has access to the same AI tools, templates, and tactics, the way you use words has become one of the few remaining differentiators.
When AI writes your content (and everyone knows it)
We’ve all seen it – content that screams ‘an AI wrote this’ without any human refinement. These passages often contain telltale signs: overly formal language, unnecessary complexity, and those peculiar phrases that no human would naturally string together.
Before (AI-generated): “In today’s fast-paced digital landscape, leveraging cutting-edge solutions for optimal business outcomes has become increasingly paramount. Our transformative approach to synergistic collaborations empowers stakeholders to harness the full potential of their core competencies while driving sustainable growth in an ever-evolving marketplace.”
That paragraph contains exactly zero useful information. It’s corporate word salad that creates no emotional connection.
After (Human refinement): “Business is tough right now. You need tools that actually work, not more jargon. We’ve helped companies like yours cut through the noise and connect with customers who are ready to buy.”
The difference? The second version speaks directly to a pain point, offers hope, establishes credibility, and does it all in plain language that respects the reader’s time.
Email openers and closers that actually work
Email remains a primary business communication tool, yet we sabotage ourselves with weak openings and forgettable closings.
Before: “Just checking in to see if you’ve had a chance to review our proposal.”
This opener diminishes your message before it’s even read. The word ‘just’ apologises for taking up space, while ‘checking in’ suggests you have no real purpose.
After: “I’m following up on the proposal I sent last Tuesday, as you mentioned you’d need a decision by the end of the month.”
This version is confident, specific, and reminds the recipient of their own timeline.
Similarly, email closings matter:
Before: “Let me know if you have any questions.”
This passive closer puts all the responsibility on the recipient to move things forward.
After: “I’ll call you Thursday at 10am to answer any questions and discuss potential next steps. If that timing doesn’t work, please let me know when works for you.”
This closer confirms your interest, creates a specific next action, and makes it easy for the recipient to respond.
Social media posts with purpose
LinkedIn has become a particular battleground of empty content. Many posts exist simply because someone felt they should post something – anything – to maintain visibility.
Before: “Excited to announce that our team is committed to excellence and innovation in 2025! We’re leveraging cutting-edge technologies to drive success for our valued clients. #BusinessSuccess #Innovation #Leadership”
This post says nothing specific, makes no real claims and gives the reader no reason to engage.
After: “We just saved a client $43,000 by rewriting their onboarding emails. The old versions were confusing new customers, causing 32% to abandon setup. Our revisions cut support calls by 47% in the first month. Want to see the exact changes we made? Comment ’email’ below, and I’ll send you the before/after examples.”
This version includes specific results, identifies a common problem, offers proof, and creates an easy way for interested readers to engage further.
Google Ads that deliver on their promise
The disconnect between ad copy and landing pages is one of the most common conversion killers in digital marketing.
Before: Ad: “Professional Plumbing Services – 24/7 Emergency Repairs” Landing page: “Welcome to Bob’s Plumbing. Established in 1985, we’re a family-owned business serving the greater Auckland area with a commitment to quality and service…”
The ad promises immediate help for what is likely an urgent problem. The landing page starts with company history that the desperate customer with a flooded bathroom doesn’t care about.
After: Ad: “Leaking Pipe? Auckland Plumbers – On-site in 60 Min or Less” Landing page: “Emergency plumbing help is 60 minutes away. Call 0800-123-456 now, or fill in your details below, and we’ll call you within 5 minutes. We fix leaking pipes, blocked toilets, and burst water heaters 24/7.”
The revised version maintains focus on the customer’s immediate problem and makes the next step crystal clear.
About Us pages that actually engage
Company history can be compelling, but not when it starts with corporate formation details that no one cares about.
Before: “ABC Consulting was incorporated in 2008 by our founder, John Smith, after he identified a gap in the market for integrated business solutions. We have since grown to a team of 15 dedicated professionals serving clients across New Zealand…”
This approach puts the company timeline ahead of customer needs.
After: “We exist because too many businesses were drowning in data but starving for insights. Our founder, John, saw his own family business make a catastrophic decision based on misinterpreted numbers. That’s why, since 2008, we’ve been translating complex data into clear direction for businesses like yours…”
This version starts with the problem, adds a personal story that explains passion and purpose, then briefly mentions the timeline as a secondary element.
The emotion behind the action
In each of these examples, the difference isn’t just about clarity—it’s about creating an emotional response that drives action:
- Relief: “They understand my problem”
- Trust: “They’ve helped others like me”
- Urgency: “I need to act now”
- Confidence: “This is the right choice”
- Connection: “These people get me”
The science behind this is well-established. Neuroscientist Antonio Damasio’s research with patients who had damage to emotion-processing brain areas found that they struggled to make even simple decisions. His conclusion? Emotion is an essential component of decision-making. For marketers, this means that facts and features may inform decisions, but feelings drive them.
Finding your authentic voice
Creating emotional connections through words doesn’t require manipulation or hype. It simply means communicating with empathy, clarity, and purpose. It means understanding what your audience truly cares about and addressing it directly. This approach requires:
- Understanding your audience’s actual concerns (not what you think they should care about)
- Speaking in language that feels natural and accessible
- Focusing on benefits that matter to them, not features you’re proud of
- Telling stories that illustrate impact, not just claiming results
- Carefully choosing words that evoke the right emotions
Not sure where to start with finding your authentic voice? Take our brand persona quiz to discover the natural voice that will resonate with your audience.
Words that last
In a world of constant content creation, where most business communications are forgotten almost instantly, emotional resonance creates staying power. When your words make someone feel understood, helped, or inspired, they form a memory that lingers.
This is particularly important in longer sales cycles where multiple touchpoints are needed before conversion. Each interaction should build on the emotional connection established previously.
It’s not about being clever or creative for its own sake. It’s about being effective. About using words purposefully to create the feelings that drive the actions you want your audience to take.
The right words, in the right order, can transform indifference into interest, confusion into clarity, and hesitation into action. They can make your marketing unforgettable in a world where most business communications are instantly forgotten.
As Maya Angelou reminded us, people will forget much of what you say, but they’ll remember how you made them feel. And in business, that feeling is everything. And if you would like help creating words that resonate, reach out to see what we can do for you.