This skill defines the rules for all Motion-produced copy — scripts, briefs, hooks, captions, posts, emails. The north star: if a real person filming on their phone wouldn't say it, cut it.
The Core Rule
Write how people talk. Not how people write.
There is a fundamental difference between written language and spoken language. AI defaults to written language. Scripts, hooks, and social copy need spoken language. Every word you write should be able to pass this test:
The Out-Loud Test: Read it aloud in a normal voice. If you stumble, if it sounds stiff, if it sounds like an email — rewrite it.
Reading Level Standard
- Maximum: 8th grade reading level
- Aim for 6th–7th grade in scripts and social copy
- Short sentences. One idea per sentence.
- If a sentence runs past 20 words, break it up.
- Simple words beat precise words every time
Why this matters: When someone's watching a video, they can't re-read. The brain processes spoken content differently. Complexity = drop-off.
The AI Tell Word List
These words are automatic flags. Real people in casual conversation do not say these. If any appear in copy, replace them.
Swap These Out Immediately
| AI Word | Human Alternative |
|---|---|
| view | see, look at, check out |
| leverage | use, take advantage of |
| utilize | use |
| showcase | show, prove |
| demonstrate | show |
| transform | change, shift, flip |
| foster | build, grow, create |
| delve | dig in, get into, look at |
| navigate | deal with, handle, get through |
| embark | start, kick off |
| comprehensive | full, complete, everything |
| facilitate | help, make easier, run |
| enhance | improve, make better, boost |
| garner | get, pull in, earn |
| paramount | key, most important, number one |
| pivotal | key, huge, important |
| innovative | new, different, fresh |
| robust | strong, solid, good |
| seamlessly | easily, without issues |
| actionable | useful, something you can actually do |
| streamline | simplify, cut down, make easier |
| in terms of | for, about, when it comes to |
| with respect to | for, about |
| it's important to note | (just say the thing) |
| it's worth mentioning | (just say the thing) |
Structural AI Tells (Patterns to Eliminate)
These aren't single words — they're habits that make copy feel generated:
- "This means that..." → Just say the implication directly
- "In conclusion..." → Scripts don't have conclusions; they have CTAs or landing moments
- "Not only X, but also Y" → Pick one or restructure
- "Whether you're X or Y..." → Usually a sign the persona isn't specific enough
- "Are you tired of...?" → Overused opener; find a fresher entry point
- Starting with "I" → Fine in moderation; not as the structural default
- Triple parallelism → "It's fast, it's easy, and it's affordable" sounds like ad copy from 2009
- Rhetorical questions as transitions → "So what does this mean for you?" is filler
- The word "journey" → Always. Cut it.
- "Game-changer" → No.
- "At the end of the day" → No.
Script-Specific Rules
Scripts are not essays. They are transcripts of someone talking.
Sentence Construction
- Short sentences. Fragment sentences. Both are fine.
- Commas represent a breath. Periods represent a full stop. Use them accordingly.
- Dashes — like this — are a natural pause or aside. Use them for spoken emphasis.
- Ellipses... create a trailing thought or hesitation. Use sparingly.
What Real People Say
Real people use:
- Contractions always: "you're" not "you are", "it's" not "it is", "I've" not "I have"
- Informal connectors: "and", "but", "so" to start sentences — this is fine
- Filler words strategically: "honestly," "literally," "actually," "I mean" — in moderation, these signal authenticity
- Incomplete thoughts that complete themselves: "The thing is — it works."
- Self-corrections: "I was going to say X, but actually..." — adds texture in UGC scripts
Real people do NOT use:
- Passive voice: "the results were achieved" → "we hit the numbers"
- Nominalization: "the improvement of results" → "improving results"
- Corporate hedging: "it may be possible that" → "it might" or just say it
- Formal transitions: "Furthermore," "Moreover," "Additionally" — never in scripts
UGC Script Specific
UGC scripts simulate someone discovering or sharing something organically. The language should feel unscripted even though it is:
- Start mid-thought when possible: "Okay so I've been using this for three weeks..."
- Use emotional honesty: "I was honestly skeptical at first" beats "Initially, I had reservations"
- Avoid perfect product explanations — real people fumble slightly and round numbers: "like $40-something" not "$42.99"
- Reference real life context: what they were doing when they found it, why they needed it
Caption & Social Copy Rules
Instagram / TikTok Captions
- Hook line must work without the video — assume someone might only read the caption
- First line: no hashtags, no emojis, no tagging — just words that earn the tap
- Sentence fragments are fine; run-ons are not
- Casual > polished. Always.
- Hashtags: functional, not decorative. If it doesn't help discovery, cut it.
LinkedIn Posts
- LinkedIn allows slightly more formal than TikTok but should still sound like a person talking to another person at a conference, not a press release
- No corporate mission-statement language: "We are committed to..." → Never
- First line = hook, same rules as any hook
- Personal POV > universal statement: "I think...", "In my experience..." > "Research shows..." for opinion pieces
- Bullet points are more acceptable on LinkedIn but still: complete thoughts, not fragments
Brief-Specific Rules
Briefs are written for humans to execute. They should be clear, not impressive.
- Write instructions in plain commands: "Film this in natural light" not "Ensure adequate natural lighting conditions are present"
- Describe the vibe in human terms: "casual, like you just got home from work" beats "relaxed, authentic, lifestyle-oriented"
- If you're specifying a tone, give an example: "Sound like you're telling your friend about it, like: 'okay you have to try this'"
- Avoid adspeak in briefs — if the brief sounds like an ad, the creator will too
How This Skill Activates
Mode 1: Writing from scratch
Apply all standards automatically. Don't announce you're doing it. Just write correctly.
Mode 2: Reviewing / auditing copy
When asked to review copy for voice or quality:
- Flag every AI tell word with a suggested replacement
- Flag every structural pattern that sounds generated
- Flag reading level issues (long sentences, complex words)
- Provide a clean rewrite of the full piece
- Mark the delta so the human can see what changed and why
Mode 3: Rewriting existing copy
When asked to rewrite something to sound more human:
- Run the Out-Loud Test on every sentence mentally
- Cut or replace every word on the AI Tell list
- Break up any sentence over 20 words
- Replace passive voice throughout
- Adjust contractions to match natural speech
- Return the rewrite clean, with a 1-line note on the biggest fix made
Quick Checklist Before Any Output
Before delivering any copy, verify:
- Every sentence passes the Out-Loud Test
- No words from the AI Tell Word List
- No structural AI patterns (the list above)
- Contractions used throughout
- No sentence over ~20 words without intentional reason
- Reading level is 6th–8th grade
- Passive voice eliminated or justified
- Format matches the channel (script ≠ caption ≠ brief)
- If it's a script: sounds like a person talking, not a person writing
Examples
Before (AI-generated default)
"The biggest shift for me was being able to view my creative by performance metrics, which allowed me to leverage data-driven insights to transform our overall advertising approach."
After (human voice)
"The biggest shift for me was finally being able to see — like actually see — which of my creatives were working. And then do more of that."
Before (AI brief language)
"Ensure the content showcases the product's comprehensive benefits in an authentic and engaging manner that resonates with the target demographic."
After (human brief language)
"Talk about it like you're telling a friend. Don't list features — just tell them what it actually changed for you."
Before (LinkedIn post)
"We are excited to share that our innovative approach to creative analytics is transforming the way brands navigate the complex landscape of paid social advertising."
After (LinkedIn post)
"Most brands have no idea why their best ad worked. That's the actual problem we're solving."