How do you write connection in a way that both humans feel and AI recognises?
- sarahelliswrite
- Oct 18
- 6 min read
Right now, everyone’s wanging on about connection, but hardly anyone’s explaining how to actually write it.
In this post, I’ll show you what connection really means in copywriting, the three building blocks that create it (recognition, trust, and ease) and why learning to craft connection also makes your writing more visible in SEO and AI search results.
‘Be authentic, ’ ‘write like you talk, ’ and ‘add personality’ are not solid strategies. It’s certainly not what you learn at copy skool.
Connection in copywriting isn’t a vibe or a well-placed pun; it’s a learnable skill. One that helps both your audience and the algorithms understand you.
So, if you’ve ever sat staring at your blinking cursor, wondering, ‘Connection…okay, but how do I actually do that?’ - I got you.
What does ‘connection’ in copywriting actually mean?
Connection is fast becoming a marketing buzzword. Everyone wants it, but no one really knows how to define it or how to write it. But people are starting to wise up and catch on that AI-generated content - connection it ain’t.
When your writing truly connects, your reader gets the sense you see them, they believe you, and they don’t have to work hard to keep up.
That feeling isn’t a coincidence. The (human) writer builds it. And when that writing is done right, it looks effortless, and it connects hard.
What actually builds connection in writing?
When someone gets that ‘oh, they get me’ feeling when they read something online, it’s not luck (or emojis). It’s proper psychology. The kind that doesn’t change with time, because it’s fundamental principles of human behaviour. It’s these three elements working together:
Recognition: your reader sees themselves in what you’re saying (AKA self-referencing theory).
Trust: they believe you know what you’re talking about (AKA source credibility theory).
Ease: it’s effortless for them to follow what you mean (AKA processing fluency).
Skip on one of those, and your writing might be clever, but it won’t connect.
I’ll break it down for you.
Recognition: readers feel seen
People engage more deeply with messages that mirror their own experiences or language.
This isn’t copywriter folklore; it’s backed by self-referencing theory.
A study by Burnkrant & Unnava (1995, Journal of Consumer Research) found that consumers were significantly more persuaded when messages encouraged them to relate content to their own lives.
In plain English: when readers see themselves in your copy, they stay longer and remember more.
Do this by:
Using the phrases your clients actually use.
Reflecting their actual situations, not vague aspirations.
Swapping ‘you want a nice house’ for ‘you want to walk slipper-less without stepping on something that sings.’
That specificity is recognition.
Trust: you’ve done your homework
It’s recognition that stops the scroll, but trust keeps them reading.
Persuasion science means we humans most trust messages that feel verifiable.
Robert Cialdini’s Principles of Persuasion highlight authority and consistency as key trust builders. At the same time, Google’s E-E-A-T framework (Experience, Expertise, Authority, Trust) means credible content ranks higher for exactly that reason.
I’m sure you’ve come across the plethora of social media gurus using screenshots of private DMs, WhatsApps and texts being used as testimonials to promote their latest launch?
Stuff like this:
It’s too easy to create this cr*pola with a little help from our friend AI, and all it’s doing is adding to the layer of distrust and cynicism that online buyers rightly have these days.
A fast race to the bottom, friends.
So instead:
Use real proof such as client outcomes, testimonials, and measurable results.
Where you can, show your process.
And the old show, don’t tell: Don’t tell people you’re ‘trusted’ - demonstrate it.
Every piece of credible detail adds another layer of connection.
Ease: readability and clarity are essential in your copywriting
Even if your message is relevant and credible, if it’s hard to read, people will bail.
It’s not laziness or disinterest; it’s cognitive fluency.
Simply put, our brains prefer information that’s easy to process. Especially when so much noise is vying for our attention. We want the easy option. (Like Traitors, MAFS, or Strictly - easy and digestible.)
The easier something is to read, the more positively we feel about it and the more we trust it.
In other words, clarity feels kind.
Practical ways to create ease in your copy:
One idea per line (or social post).
Sentences that vary in rhythm and length.
Use vocab that sounds like real speech.
Brevity.
It’s not about dumbing down your expertise; it’s about making your knowledge bombs palatable to your time-poor, attention-deficit audience.
You’re creating space for the reader’s brain to relax, allowing trust to blossom.
Want some examples to see what I mean?
Before:
I help families capture authentic, beautiful, lasting memories that you’ll treasure forever in images that truly reflect who you are.
After:
I photograph real families, filter-free moments that make you, you.
Before:
Our products are designed with busy families in mind, offering stylish yet practical solutions for organising your home and making daily life easier for everyone.
After:
Built with busy homes in mind. Chaos never looked so good.
Before:
We provide tailored interior design solutions that combine functionality, comfort, and elegance to create family spaces that reflect your personality and lifestyle.
After:
Grown-up spaces that little people love.
Before:
Our initiative aims to encourage more sustainable and healthy travel choices by providing resources, support, and community engagement for individuals and workplaces.
After:
We make it easier to walk, wheel, or ride.
Before:
I empower ambitious leaders to overcome challenges, unlock potential, and create meaningful impact within their organisations through evidence-based coaching and mentoring.
After:
I help leaders lead like humans.
How writing for connection helps with SEO and AI-Search (GEO/AEO)
Here’s the bit that no one is talking about in their hurry to pick a side - AI or human:
The same writing that connects humans happens to be what search systems understand best.
Search and AI engines (Google, ChatGPT, Bing Copilot, Perplexity, etc.) are increasingly semantic - meaning they prioritise clarity, structure, and context over keywords alone. They care about what your writing actually means.
When you write for connection - clear, logical, proof-backed content - you also improve your discoverability.
Here’s why:
Recognition = relevance. When your language mirrors real audience searches (‘how do I write for connection’), AI recognises you as contextually useful.
Trust = authority. E-E-A-T signals tell search systems your content is credible.
Ease = readability. Clean structure helps AI parse and summarise your work accurately for overviews, snippets, and voice search.
AI models often pull whole sentences that answer natural-language questions (just like the headings in this post 💁♀️)
And that’s AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) in action.
Write clearly for people, and the LLMs are more likely to surface you. And we know that these days, that’s probably how the humans will find you.
Double whammy. Just write proper, kids.
Write connection, not just content
Connection in copywriting isn’t chemistry. It’s not a vibe. It’s definitely not emojis.
It’s, you guessed it, strategy.
And the strategy is, learn to write using the same qualities humans trust and AI systems rank - clarity, credibility and care.
So next time you sit down to write something for your business, instead of thinking ‘add more personality,’ ask:
Will my reader recognise themselves here?
Have I earned their trust?
Have I made this easy to follow?
Because when you write right, you’re not just building a connection, you’re strengthening how both people and platforms understand and trust you. Win–win.
If this post has you re-thinking your website words, I’ve got two options:
The Ultimate Website Copy Audit for a clear diagnosis and practical fixes.
Done-for-You Website Copywriting for when you’re ready to hand it over entirely.
FAQ: Connection-y copy, SEO & AI - for people who don’t want to be copywriters
What proof counts if I don’t have big case studies?
Use micro-proof: properly named testimonials, before-and-after mini-stores, verifiable screenshots, repeat-client rates, and waitlist mentions.
How do I know if my copy is ‘easy to read’?
Read it out loud. If you trip, the trip and if they trip, they bounce - buh-bye!
Will writing for connection really help me show up in AI overviews?
Yes, because search systems parse clarity, structure, and credibility.Question-style headings, answer-first intros, and proof blocks are extractable for snippets/overviews.
Where should I add proof on my website pages?
Earlier than you think: above the fold (the first bit you see on your website before you scroll), then near each big claim.
Can you audit our site and prioritise fixes?
Yes. Yes, I can. Go check out my Ultimate Website Copy Audit.
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