Want a truly embarrassing experience today? Go to your website, or grab one of your brochures or ads, and read it out loud. Not quietly, either – at a regular, conversational volume. Does it read the way people really talk? Or does it sound all stiff and corporate? Because no one wants to read that. Jargon and buzzwords are overrated. If you want people to relate to your brand, make it personable. That means writing in a real voice, without overstuffed paragraphs and windy, cliché-ridden sentences. You can be professional and still be personal. Best of all, it’s a fast, easy change to make — if you’re willing to make it.