Why “Correct” English Can Still Feel Wrong

Posted: July 30, 2025

“But it’s correct!”

We hear this a lot—especially from international clients who’ve carefully translated their product instructions or marketing copy into flawless English, only to hear from native speakers that something still feels off.

And that’s the problem. It’s not that the English is wrong. It’s that it doesn’t feel right to the people you're trying to reach.

Correct English Isn’t Always Effective English

Let’s look at an example:

“Ensure that the surface has been appropriately dried prior to application.”

Technically perfect. But robotic. Cold. Bureaucratic. Now consider this:

“Make sure the surface is dry before applying.”

Still correct. But now it's human. Friendly. Clear.

When your English is “correct” but stiff, it signals distance. American buyers may not say anything—but they’ll feel it. And they’ll wonder: If this company can’t speak to me naturally, can I trust them to solve my problem?

Where “Correct” Comes From

Most of the stiffness we see in English marketing comes from two places:

1. Literal translation: Words are swapped, but the sentence structure and rhythm are carried over from the original language.
2. Over-correction: A translator tries to “sound proper” and ends up writing like an instruction manual from the 1980s.

The intention is good. The result, unfortunately, is often tone-deaf.

Buyers Notice Tone Before They Notice Errors

Most American readers will overlook a tiny grammar mistake. But they’re far more likely to notice if your language feels stiff, outdated, or unnatural.

That’s because buying is emotional first, logical second. We respond to tone and rhythm instinctively—even before we fully process what’s being said.

If something “feels off,” our brains file it under “unfamiliar” or “untrustworthy.” That means lost conversions, higher bounce rates, and reduced customer confidence.

The Cost of Cold English

One of our clients—a Taiwanese electronics manufacturer—had beautifully translated manuals. Every sentence was correct. But their return rate in the U.S. was much higher than expected.

Why? Their “correct” English felt formal, dense, and confusing. Customers weren’t actually reading the instructions—they were turning to YouTube. And when problems came up, trust in the product dropped.

Once we rewrote the manuals to match casual U.S. tone and clarity, product returns dropped by 22% in three months. That’s the power of tone-aware English.

5 Signs Your English Might Be Too Correct

• You’re using long noun phrases instead of simple actions (“functionality enhancement” vs “works better”).
• Sentences begin with “It is recommended that…”
• You avoid contractions like “don’t” or “can’t.”
• Common words are replaced with technical ones (“commence,” “utilize,” “in the event that”).
• Native speakers say, “It sounds a little stiff.”

How to Fix It

You don’t need to throw away your translations. You just need a final layer that adapts the language—not just to English, but to your customer’s ear.

Here’s how:

1. Test aloud: If it wouldn’t sound right in a conversation, it won’t feel right in your copy.
2. Use contractions: “Don’t,” “you’ll,” and “we’re” create closeness. They sound like people, not manuals.
3. Cut the clutter: One clear sentence is better than three vague ones. Say what you mean and stop there.
4. Work with native editors: Let them smooth the edges without changing your message.

Sound Like a Brand That Belongs

When your English feels natural, your brand does too. Buyers stop questioning, stop hesitating—and start trusting.

Correctness will keep you from being disqualified. But connection is what wins the sale.

Speak in the language your audience is listening for. And you'll be heard, remembered, and bought.