Content writing is an inherently creative act. If you’re not differentiating what you’re selling, you’re not going to be in business for very long.

Copyblogger recently wrote about the Amazing Copywriting Machine. This machine was supposed to get the businesses lined up with the perfect copy, engineered to make sales. But with all the spammy calls to action, industry vocabulary, adjectives and testimonials, it swung and missed.

Nothing. Crickets.

How do you avoid that?

The real guide to writing for people: 

• Humanize it. Write a headline and lead sentence that will engage your readers. Tease them, promise them, move them. Then spend the rest of your copy delivering on what you set out to do. Write conversationally. Pretend like you’re telling your reader whatever it is that you have to say over a cup of coffee. This will help keep out those geek-speak industry buzzwords. For the love of God, PLEASE write with a little personality. This isn’t Wikipedia.
  
• Include your opinion. That’s right. There’s nothing here that says you have to be objective. If others in your industry are dishing out some bad advice, tell us why it sucks. Be open and honest with your readers. Remember, they’ve landed on your site looking for some expert industry advice. If your opinions prove credible, and you know what you’re talking about, you’re well on your way to establishing trust.
• Limit your sells. Marketer Chris Brogan calls them his “selly sells.” From time to time he’ll drop them into his copy. But you know what? He focuses his entire work in a conversational tone aimed right at you, the reader. His work is highly informative and provides value.
• Tell anecdotes. There’s nothing wrong with a little bit of “I and me” in your work. The point is for those who read your blog and visit your website to start to know you. Don’t be afraid to share a little from your personal life. For instance, I’m busy listening to Led Zeppelin and drinking coffee as I write this. You never know what serves as a connecting point with others. Just keep them relevant, and make sure that they don’t distract from whatever larger point that you’re trying to make.
• Make it about your readers. It’s OK to share a little, but no one likes a blowhard. You know the guy at the networking event that drones on for five minutes at the networking event after you asked him what he does? Don’t be him. Share tips. Impart knowledge. Be entertaining and friendly. If you’re not sure what your audience is really looking for, ask. And don’t be afraid to interact with them. Respond to comments, and email one every once in awhile to show them that you’re real.
• Change things up a bit. Your readers can visit the list of “A list” bloggers in your industry and find some great tips on the trade. Unless you’re part of that “A list” chances are your readers have seen those tips before. What’s your take on them? Is there one that stands out as more important than the others? Is there one that’s total B.S? Or, a pleasant alternative is to make your own list, with your own ideas.

The key is to provide your readers something they won’t get other places on the web. Make it something fun and personable. Make it something that differentiates you from the pack. Stay busy writing content, but don’t be the Amazing Copywriting Machine.

Matt Brennan is a Chicago-based marketing writer and copy editor.