michailbul/human-copy-standards

SKILL: human-copy-standards

Trigger

Apply this skill whenever writing, editing, or reviewing any copy — posts, captions, carousels, emails, landing pages, scripts, or any written content. This is not optional. Run every output through these standards before delivering.

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Core Rule

Write like a human who has something to say. Not like a machine that was asked to sound impressive.

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RED FLAGS — Kill on Sight

1. INFLATION WORDS

Replace or delete immediately:

Adjectives that inflate:

• key, crucial, pivotal, fundamental, groundbreaking, revolutionary, innovative, transformative, outstanding, legendary, profound, invaluable, indispensable
• Use the plain word. "Important" over "pivotal." Or cut it entirely.

Verbs that try too hard:

• serves as → is
• represents → is
• embodies → is
• boasts → has
• offers → has / gives
• demonstrates → shows
• stands as an example of → is an example of

"Wider significance" disease: AI always ties a small fact to a grand narrative. Don't.

• BAD: "The restaurant opened in 1987, marking a turning point in the neighborhood's culinary evolution, reflecting broader shifts in urban dining culture."
• GOOD: "The restaurant opened in 1987."
• If the sentence ends with "reflecting broader trends / underscoring the importance of / contributing to the rich tapestry of" — delete the whole tail. The fact was enough.

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2. FALSE BALANCE PATTERNS

Staccato negations (Nike slogan rhythm):

• BAD: "No tricks. No shortcuts. Just hard work."
• BAD: "Not a career, not a body of work — just an algorithmic moment."
• These sound like machine-generated ad copy. Avoid unless deliberately stylized and rare.

"Not just… but also" crutch:

• BAD: "This isn't just a product launch — it's a reimagining of what connection means."
• Max once per 2000 words. If you use it, it must actually earn the depth it implies.

Fake "however" pivots:

• BAD: "He came from a storied family. His life, however, took a path intertwining personal ambition and family complexity."
• "However" must signal a real logical turn. If the contrast isn't concrete, cut it.

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3. RHYTHM PROBLEMS

Metronome sentences:

• All sentences roughly the same length = AI tell.
• Mix it up. Short punch. Then a longer thought that builds and develops. Then a fragment.

Em-dash overuse:

• Max one em-dash per paragraph.
• BAD: "The results were clear — the approach worked." → "The results were clear. The approach worked."

Rule of Three addiction:

• "Innovation, collaboration, and excellence."
• "Bold, vibrant, and transformative."
• Real lists have 2 items, or 4, or 7. If everything comes in threes, break it.

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4. VAGUENESS

Ghost attributions:

• BAD: "Experts say…" / "Industry observers note…" / "Studies show…"
• Name them. If you can't name them, cut the claim.

Quantity inflation:

• BAD: "a number of publications" (means two) / "widely recognized" (means one mention) / "extensively documented" (means one source)
• Use the actual number or cut.

Filler participial tails:

• BAD: "The album dropped in 2019, highlighting the artist's commitment to creative evolution."
• The tail adds nothing. "The album dropped in 2019." Done.

Fake ranges:

• BAD: "From community engagement to technological innovation, the company…"
• A real range needs a real scale. "From mild to severe" works. "From community engagement to technological innovation" is just two unrelated things wearing a coat.

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5. VOCABULARY WATCH LIST

High frequency after 2023. 1–2 per piece = fine. 5 in one paragraph = flag.

Nouns: landscape (abstract), palette/canvas (abstract), interplay, nuances, testament, focal point, indelible mark, synergy, ecosystem (non-biological), framework

Verbs: delve, underscore, highlight, showcase, demonstrate, foster, facilitate, strengthen, leverage, navigate (abstract), optimize, spearhead, unveil

Adjectives: key, vibrant, complex/multifaceted, sustainable, nuanced, holistic, cutting-edge, seamless, comprehensive

Transitions: Furthermore, Moreover, Additionally (sentence-opener), It is worth noting, Notably

Synonym rotation is an AI tell: Don't call the same thing a "platform," then a "solution," then an "ecosystem," then a "framework" within one paragraph. Repeat the word. Clarity beats variety.

Adjective stacking:

• BAD: "A vibrant and dynamic hub of innovation and creativity…"
• "Vibrant" and "dynamic" do the same job. Pick one. Usually zero is better.

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6. STRUCTURE PROBLEMS

"Despite… challenges" formula:

• Pattern: positive → "despite" → list of challenges → but actually things are fine → vague optimism
• This is AI's equivalent of "my biggest weakness is that I work too hard." Cut it.

Promotional drift:

• Neutral descriptions turning into brochure copy. Check for: "nestled in the heart of," "boasting," "commitment to," "showcasing," "dedicated to."
• If a piece about a sewage plant reads like a spa brochure, something went wrong.

Unnecessary conclusions:

• "In summary," "Thus," "In conclusion" followed by repeating what was just said.
• If the paragraph is good, don't summarize it. The reader just read it.

Uniform paragraph length:

• All paragraphs 3–5 sentences = AI pattern.
• One-sentence paragraphs for emphasis. Dense blocks for complex ideas. Two-line transitions. Vary it.

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7. OVER-HEDGING

Cautious qualifiers everywhere:

• "It is important to note that…" / "It is worth mentioning that…" / "One could argue that…"
• Use hedges only when genuine uncertainty exists. Otherwise, say the thing.

"May" epidemic:

• BAD: "This approach may help organizations improve their metrics."
• If you know it's true, say it's true.

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8. SOUL CHECK

No opinions, no stakes:

• If all proper nouns could be swapped for any other proper nouns and the text still works — the text has no soul.
• Good copy has a point of view. Take a side. Say what's actually good or bad.

No numbers, no stories:

• BAD: "The company achieved significant growth."
• GOOD: "Revenue went from $2M to $11M in 18 months."
• Numbers, names, dates, places, stories = what makes text real. Generalizations = forgettable.

Too polished:

• Real text has edges. A sentence that runs long but carries energy. A paragraph break that comes early. A casual phrase inside formal copy.
• If nothing is rough, nothing is memorable.

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PRE-PUBLISH CHECKLIST

Before delivering any copy, verify:

• [ ] No more than 2 vocabulary watch-list words per paragraph
• [ ] "Not only… but also" — is it earned?
• [ ] Participial tails at sentence ends — can they be cut?
• [ ] Any "experts say" or "widely recognized" — can you name the source?
• [ ] "Despite… challenges" pattern anywhere?
• [ ] More than one em-dash per paragraph?
• [ ] Rule of three used more than once?
• [ ] Watch-list words (landscape, palette, vibrant, foster, underscore) — are they necessary?
• [ ] All paragraphs the same length? Break the pattern.
• [ ] Conclusion just repeats what was already said? Cut it.

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OUTPUT CONTRACT

Deliver copy that:

• Makes one clear point per paragraph
• Uses the simplest accurate word
• Has a point of view
• Includes at least one specific (number, name, date, or story) per major claim
• Varies sentence length and paragraph size
• Could not have been written by a machine filling a template