Most B2B brand voices weren’t written – they were approved to death.
Somewhere between legal, sales, and the CEO’s inbox, bold ideas get scrubbed clean. What’s left? A brand voice that sounds like it was generated by a committee of risk-averse robots. It’s not that marketers don’t know how to write well – it’s that they’re afraid to write like humans.
Because when no one takes a risk, every brand starts to sound the same.
Approval addiction is the enemy of originality.
You know the drill: draft the copy, send it for feedback, soften it up, remove the punchline, tweak the CTA, then water it down one more time – just in case.
By the time it gets published, it’s technically correct. But it’s also dead. You didn’t write for your audience. You wrote to avoid friction.
Great writing doesn’t come from avoiding “no.” It comes from believing in “yes” before you hit send.
Playing it safe is actually the riskiest move.
Open LinkedIn. Scroll for 10 seconds. You’ll see the same headline 12 different ways: “5 Ways to Unlock Growth in 2024.”
No personality. No point of view. No pulse. Marketers think “sounding professional” earns trust.
But what earns trust is sounding real.
Fear of judgment is disguised as “brand guidelines.”
The style guide says no contractions. No slang. No jokes.
You follow the rules – but nothing lands. No one shares a blog post because it “aligned with the tone quadrant.” You know what people do share? Something that made them laugh. Something that made them feel seen.
If your writing never makes someone say, “Wait – who wrote this?” then it wasn’t worth writing.
Conclusion
B2B brands don’t have a tone problem – they have a fear problem. Fear of sounding different. Fear of offending someone. Fear of standing out.
But the brands that win don’t try to blend in. They say what everyone else is too afraid to say – and they say it like a real person would.
Because in a world drowning in sameness, sounding human is the most radical thing you can do.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.