Recently, social media has been playing "Spot the AI" and while everyone continues to debate the Em dash I wanted to focus on what I call Space Filler Writing. You know the type where the CEO sees a bit of white space and tells you to fill it.

For some strange reason in B2B whether you use AI or not, when it comes to filling in space, we tend to write words like "We leverage synergies to drive scalable innovation across cross-functional deliverables."

Writing like this is a lot like Lorem Ipsum, it sounds like you're saying something smart, but the reality is it doesn't say much at all.

So here’s the problem:

Your audience isn’t a collection of departments.

They're humans — tired, smart, busy humans — trying to solve problems, and look good doing it, while avoiding another 10-tab Zoom meeting. 

And when they read "Skyrocket your revenue and scale your brand" Their eyes glaze over.

Luckily, you can "humanise" your content instantly by asking 3 magic questions.

Question 1: "Would a real person ever say this out loud?"

Read your message out loud — like you’re explaining it to a smart friend over coffee.

• Does it sound natural? ✔️

Most writing sounds like writing, full of cliches and platitudes.

Instead of: What do we do?

"Our software solution enhances operational efficiencies at scale."

Try: Who do we help?

"We help you get more done, with less chaos, even as your company grows."

Why this works:

 The brain trusts language that feels natural and conversational.

 It distrusts language that feels manufactured or overly polished.

Question 2: "What emotion do I want them to feel?"

Humans are emotion-first creatures (even in B2B).

We don’t make decisions based only on logic; we choose based on how something makes us feel — and then find logical reasons to justify it.

And when it comes to your B2B buyers if your messages don't strike an emotional chord, they won't get remembered.

Ask yourself:

• Do you want them to feel excited?

• Reassured?

• Confident?

• Curious?

• A little afraid of missing out?

Instead of:

"Our new platform reduces compliance risks."

Try:

"Sleep better at night knowing your compliance is fully covered."

Why this works:

Emotions are what move people from "hmm" to "hell yes."

Question 3: "Where’s the human in this story?"

Corporate messaging often talks about products, features, stats... but forgets to spotlight the human impact.

Always bring it back to:

• The people you're helping

• The problems you're solving

• The life you're making easier

 Instead of: "98% uptime guaranteed."

Try: "Because when your team’s big presentation is due, you shouldn’t be worrying about system crashes."

Why this works:

Concrete human stories are "sticky" — they light up way more parts of the brain than raw data ever could.

Add a visual and your audience will remember you long after they've read your content.

The Quick Humanisation Checklist

Before you send, post, or publish anything, run your message through these:

✅ Would a real person say this?

✅ What emotion am I triggering?

✅ Where’s the human impact?

Want to test your content fast?

Read it to someone outside your team 

If they nod, smile, or get it immediately, you're on the right track.

If they squint and say “...what do you mean exactly?” — back to the checklist!

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Human-Designed Strategic Communication isn’t a "nice-to-have". They’re essential tools for modern B2B communication — just like SEO, clear CTAs, or spellcheck.

​If you want to get your B2B audience to notice and remember you,.

You have to hack their brain.​

Not sure what to focus on? — Let me help you humanise your messaging

I train in-house B2B communication teams

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