The Secret to Writing Professional Copy That Doesn't Put Readers to Sleep
What is your go-to remedy for when you can’t sleep? Maybe it’s rewatching a show you’ve seen 100 times (shoutout to my fellow Friends and Dance Moms fans💁♀️). Maybe it’s reading a book you don’t particularly enjoy. Personally, I’d recommend a few paragraphs of bland corporate writing — guaranteed to knock you out, every time.
The real question that keeps me up at night is how “professional” ever became a synonym for “stiff and lifeless.” Because, let’s be honest, — the messages that stick with us are the ones that blend clarity with empathy, not the ones that read like they were written by a robot.
Corporate Jargon Is Not a Love Language
Nothing says “professional" like going to the dictionary to get the official definition of a word. According to Merriam-Webster, professional is defined as, “exhibiting a courteous, conscientious, and generally businesslike manner in the workplace.” Notice what’s missing? Nowhere does it say “use the driest jargon you can find” or “strip every ounce of warmth from your message.”
Somewhere along the way, professionalism got tangled up with formality — stiff wording, overstuffed sentences, and language so dense it feels like a barrier instead of a bridge. The result is messages that look polished but feel impersonal, inaccessible, and forgettable.
What I have realized quickly as a new kid on the block in the professional world is that professionalism doesn’t have to, and frankly shouldn’t, sound rigid. True professionalism is about communicating in a way that reflects strategic expertise while still leaving room for empathy and human connection. In fact, clarity is one of our team’s core content pillars because we believe it’s the truest form of kindness.
Finding the Balance: Dry ≠ Professional
So what does this look like in practice?
A dry executive announcement might read something like: “We are pleased to announce the completion of X initiative, marking another step in the execution of our long-term strategic objectives.” It’s polished, but it could apply to almost any company, anywhere.
Now compare that with a message that acknowledges the people behind the work: “This milestone reflects the dedication of the team members who made it possible.”
Same news, but suddenly it feels more human and far more memorable.
Striking the right balance isn’t about toning your story down; it’s about telling it in a way that captures attention and builds connection. When it comes to finding the sweet spot between professional and engaging, I recommend:
Avoiding jargon that clouds meaning.
Leading with clarity, then layering in empathy.
Writing for your audience, not just your industry peers.
Using short, direct sentences (smart ≠ complicated).
That balance — clear, professional, and human — is what makes messages stick.
The Long-Term ROI of Clarity and Empathy
At the end of the day, trust is earned when companies communicate with both competence and care. Human-centered professionalism doesn’t dilute credibility — it strengthens it. The payoff is stronger relationships, greater visibility, and growth that’s both smart and sustainable.
So, the next time you’re tempted to default to “stiff and lifeless,” pause and ask yourself this: does this message reflect who we are, and will it connect with the people who matter most?
At Kwedar & Co., this balance is at the core of how we work — pairing clarity with empathy so leaders can communicate with authority and humanity. We also know that every client has a distinct voice, which is why we spend time defining tone and language upfront. That way, when we write on their behalf, it doesn’t sound like us — it sounds like them. If you’re ready to rethink how your business shows up, we’d love to help you find that sweet spot.
About The Author
Peyton Sides is KCo’s Digital Marketing & PR Assistant, known for producing fresh ideas, keeping projects on track, and jumping in wherever she’s needed. A graduate of Tarleton State University with a degree in Communication, she moved into her role full-time after a standout internship.
In her role, Peyton supports content development, public relations research, and marketing execution. She helps turn strategy into action — whether that means translating ideas into scroll-worthy posts, pitches into opportunities, or timelines into organized plans.