Embrace your imperfections. Be yourself. Use the words you actually use.
I often talk too fast, I have a slightly northern British accent that's hard for some people to catch, and I have a corporate background which means my writing is (was) very formal and takes far too long.
In that environment imperfections weren't an option, but as a business owner, they are the things that differentiate us and allow us to connect.
In working with book clients for the last 11 years, where their objective is to have a conversation with a real client, there is an intentional benefit to writing in a way that reflects the person they will meet.
But accepting and embracing these imperfections is still a challenge. Even for me, who "should know better."
When someone finally meets you, would they recognize you from your writing?
The copywriter Jasmin Alic sums up the problem well: the importance of using your authentic voice. It's something we remind clients all the time, but I get why it's a struggle.
Your writing doesn't need to be polished to the point where it could have been written by anyone. It needs to sound like you. Because the whole point of a book for your business is to start a conversation. And when that person shows up on a call, the version of you they meet should feel like the version they already know.