The Challenge
You want humans to feel something. You want AI agents to understand something.
These require different writing styles.
The solution: Write for both simultaneously.
Principle 1: Structure First
Human-friendly structure:
- Story, narrative, emotional flow
- Paragraphs that tell a story
- Natural reading experience
Agent-friendly structure:
- Headers, bullets, clear sections
- Scannable format
- Unambiguous labels
Solution: Use headers + bullets + prose.
HEADER - Clear label
Paragraph explaining the concept for humans
Key points:
- Bullet 1
- Bullet 2
- Bullet 3
Another paragraph with narrative
Clear CTA
Agents can scan the headers/bullets. Humans can read the narrative.
Principle 2: Specific + Emotional
Bad (too vague):
"This product is amazing and will change your life."
Agent: "Vague." Human: "I don't believe you."
Good (specific + emotional):
"This tool saved me 10 hours a week on email. That's time I got back with my family. Game-changer for work-life balance."
Agent: "10 hours/week saved. Measurable." Human: "I relate to that. I want that."
Principle 3: Label Your Sections
Bad (ambiguous):
Our software helps with everything. It's fast, it's secure,
and customers love it. Here's what they say...
Agent: What section is this? Specs? Proof? Testimonials?
Good (labeled):
CORE FEATURES
What it does
TECHNICAL SPECS
How fast, how secure, exact numbers
CUSTOMER PROOF
What customers say with specific results
Agent: Clear. Each section has a purpose.
Principle 4: Use Questions + Answers
Agents understand Q&A format. Humans find Q&A engaging.
Q: Is this right for my use case?
A: Yes, if you specific criteria. No, if you other criteria.
Q: How long does setup take?
A: 15 minutes on average. Here's a video walkthrough: link
Q: How does it compare to competitor?
A: We're faster at [X], they're better at [Y]. Here's the tradeoff...
Specific answers. Both audiences are satisfied.
Principle 5: Include Data, Not Just Claims
Bad: "This marketing tool is incredibly effective."
Good: "Companies using this tool see 35% more leads. Measured over 3 months on 50 accounts with $500K-$2M ARR."
Agents: Specific, measurable. Humans: Credible, proven.
Writing Templates
For Product Pages
HERO - Emotional hook
"Spend less time managing. More time creating."
SUB-HEADLINE - Specific benefit
"Email tool that saves 10 hours/week for teams under 50 people."
WHO IT'S FOR section
For: Specific audience
Not for: Specific non-audience
FEATURES - With both emotion and specifics
Feature name: emotional benefit
How: specific mechanism
Impact: measurable result
SOCIAL PROOF - Specific testimonials
"Name, Title at Company"
"Specific result: metric. Quote about impact."
CTA
For Blog Posts
HEADLINE - Emotional + Specific
"Why AI Agents Will Change How You Sell (And 3 Things to Do Now)"
INTRODUCTION - Story for humans, signal for agents
Narrative paragraph
Clear summary of what they'll learn
BODY - Sections with headers, bullets, narrative
FAQ section - Q&A format
NEXT STEPS - Clear action
CTA
Quick Tips
- Use headers generously - Every section gets a clear label
- Bullet lists for features - Agents scan bullets, humans appreciate clarity
- Specific numbers - "35% more" not "significantly more"
- Short paragraphs - Better for both agents and humans on mobile
- Active voice - "We optimize for" not "It is optimized for"
- Consistent terminology - Don't call it "tool," then "platform," then "software"
- Links to proof - Case studies, documentation, testing methodology
- FAQ schema - Add Q&A to your website
Testing
After writing, ask AI:
"What does this page say my product is? Who is it for? What does it cost? How is it different?"
If AI's answer is accurate and specific, your writing works for both audiences.