Justin Oberman on Making Copy Human: Ditch Adjectives, Show, Don’t Tell

In a recent LinkedIn post, Justin Oberman explores how to make written content sound more human, particularly in the age of AI-generated text. Oberman argues that the key lies in a deliberate process of stripping away unnecessary adjectives, especially those that are vague or overly promotional.

Oberman highlights a common pitfall in modern writing: the overuse of words that merely state qualities rather than demonstrating them. He points to terms like “Premium,” “Luxury,” and “High-quality” as examples of adjectives that often fail to resonate with readers.

“Nobody believes these words. They do not sell anything. They do not prove anything. They just admit you have nothing to say because those words telling the reader something instead of showing them something.”

To illustrate his point, Oberman references a classic advertising example from David Ogilvy for Rolls-Royce. Instead of simply stating the car was quiet, the ad famously said, “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.” Oberman emphasizes that this approach works because it allows the reader to experience the silence through vivid imagery, providing proof rather than just assertion.

The Pitfalls of Vague Language and AI Copy

According to Oberman, this reliance on telling rather than showing is a significant reason why much AI-generated copy feels uninspired or “dead on arrival.” He suggests that AI models, when lacking sufficient information, tend to fill the void with generalities and acceptable-sounding but ultimately unconvincing words. This is not solely an AI problem, but a broader issue seen in much marketing content and even on social media platforms like LinkedIn.

Oberman posits that strong, human-sounding copy achieves the opposite effect. Instead of saying something is fast, it might specify a time. Instead of claiming trustworthiness, it names those who trust it. Instead of asserting durability, it details what the product has survived.

“People are not persuaded by bigger words or flashy adjectives that tell you what you should be feeling.”

He further elaborates on the core issue: if copy sounds like a generic brochure, the problem might stem from a lack of genuine insight, insufficient information provided to AI, or a failure to humanize the AI’s output through editing.

Strategies for More Human-Centric Writing

Oberman advocates for a writing approach that prioritizes concrete details and demonstrable proof over abstract claims. This involves actively hunting for and removing weak adjectives that obscure the message rather than enhance it.

Showing vs. Telling in Practice

To achieve a more human tone, Oberman suggests concrete examples:

• Instead of saying you do something faster, state the specific time it takes.
• Instead of claiming to be trusted, name your clients or referrers.
• Instead of asserting durability, describe what the product has withstood.

This method, he argues, creates a more engaging and believable narrative for the reader.

“So if your copy sounds like a brochure written by a thesaurus with Wi-Fi, the issue is not just the tool. The issue is that you either do not have what it takes to truly be writing about what you are writing about OR you do not have the information or have not fed the enough information into the AI, or failed to edit it as human afterword.”

Oberman frames this technique as one of many “hunts” he teaches in his “Copy Hunter Field Guide for Writing Like A Human in the Age of AI,” aiming to equip writers with the skills to produce more authentic and impactful content.