And in the following example, the Skimm uses their preview text to address a previous technical error in a light-hearted manner.

4. Your copy is so professional it’s boring.

How to Break It: Develop a distinct tone of voice.

Your organization’s tone of voice can be one of your biggest differentiators. Whether you use a certain style of humor or strive to sound as academic as possible, a well-crafted voice allows readers to connect with your organization on a human-to-human level.

In a time when technological advancement has us fondly looking to the past and remembering more intimate times, businesses can struggle to both scale and maintain the “humanness” of a mom-and pop-shop.