I learned English as an adult and got a master’s degree in literature. I was taught to write long, well-crafted sentences in page-long paragraphs.

That’s the opposite of how I write today.

Marketing copy is very different than what academics like. It’s concise and witty. But even that, it’s not enough to break through the cluttered digital landscape.

After all, a polished headline or a witty tagline can capture attention. But there’s a deeper layer to effective marketing—natural language. It’s a style of communication that resonates with how people actually speak, think, and interact in real life.

Adopting a more conversational approach creates a sense of authenticity and human connection that formal copy alone can’t achieve. Here are some ways natural language can transform your marketing—and where to find the real-life phrases that make it so powerful.
 
Building Trust Through Authenticity
Great copy can often feel crafted or calculated. While there’s nothing wrong with well-written copy, modern audiences have become adept at spotting overly polished messaging or “salesy” language.

Natural language, on the other hand, sounds more like a real conversation. It has:

•     Subtle quirks
•     Relatable phrasing
•     A tone that reflects genuine empathy or understanding

This warmth and relatability help establish trust quickly. When consumers feel that a brand is talking with them rather than at them, they are more inclined to let their guard down, engage with your messaging, and stay receptive to what you have to say.

Key Insight: Natural language makes marketing feel more personal and less staged, helping you build rapport and credibility right from the start.
 
Finding Authentic Language Online
To craft marketing that resonates, you need to listen to the actual words people use when they’re feeling frustrated, excited, confused, or curious. That’s where real-world conversations—especially online—become gold mines of insight.
Where to Look:

    Facebook Groups: Seek out groups where your target audience gathers. Look for posts or comments that begin with phrases like, “I’m frustrated because…” or “I hate when…”.
    Forums & Discussion Boards: Think Reddit, Quora, or niche forums dedicated to specific hobbies or industries. Pay attention to rants, complaints, and testimonials.
    Product Reviews: Amazon, Yelp, G2, and other review platforms reveal common pain points and triggers.
    Social Media Comments: Instagram, X, LinkedIn—scroll through comments on popular posts to see what people are actually saying.

What to Collect:

    Exact Phrases & Expressions: Copy and paste the language people use verbatim (e.g., “I’m tired of…” “I just want a solution that…”). These raw phrases can become powerful hooks or sub-headlines in your marketing.
    Recurring Complaints: Notice patterns. If many people say, “I’m done with complicated software,” you have a ready-made angle to address frustration and position your solution as “no-hassle.”
    Emotional Triggers: Look for emotions like anger, boredom, excitement, or confusion. Weave these emotional cues into your messaging to make it more relatable.

Pro Tip: Create a spreadsheet or a simple doc where you regularly paste these “voice of the customer” insights. Tag each quote with keywords like pain point, goal, or frustration so you can refer back to them when writing headlines or ad copy.
 
In an age of constant content overload, marketing is no longer about who can shout the loudest. It’s about who can connect the most meaningfully. Natural language transcends the mechanics of “great copy” by speaking to audiences in a way they naturally respond to—like a conversation with a knowledgeable friend.
To harness this power:

1.     Listen First: Seek out real conversations—on social media, forums, and anywhere your audience hangs out.
2.     Capture Exact Phrases: Copy and paste verbatim language (“I’m frustrated because…,” “I hate when…,” etc.) into your research notes.
3.     Incorporate Authentic Feelings: Weave the emotions and complaints you uncover directly into your headlines, ad copy, and content.

 
When people feel like you’re genuinely talking to them, they’re more likely to talk back—and that two-way conversation is where real marketing magic happens. Adopting a natural language approach will make you sound more human and build genuine connections that lead to more substantial conversions and loyal, long-term fans.