Creating Content That Feels Human (Not Salesy): Tips for Chapters

We’ve all seen it—emails or posts that sound more like a sales pitch than a genuine message. For chapters, this “salesy” style often misses the mark. Members don’t want to feel like they’re constantly being sold to—they want to feel connected, valued, and included.

That’s why creating content that feels human is one of the best marketing practices for chapter leaders. Human content builds trust, sparks engagement, and makes members proud to be part of your community.

Here’s how you can shift from sounding “salesy” to sounding real and relatable.

What "Human Content" Really Means

Human content is simple: it’s the kind of communication that sounds like one person talking to another. It’s warm, conversational, and focused on people—not just on events or transactions.

Human content:

• Uses a friendly, approachable tone.
• Focuses on helping, celebrating, or engaging members.
• Highlights stories, quotes, and experiences.
• Feels authentic, not overly polished or pushy.

Salesy content, on the other hand, often feels like shouting for attention. It relies on urgency, exclamation points, and generic phrases like “Act now!” or “Don’t miss out!”

How to Create Content That Feels Human

Here are a few simple strategies for making your chapter’s content more authentic:

• Use member voices. Share testimonials, quotes, or reflections directly from your members.
• Tell stories. Highlight a member’s journey, a scholarship recipient’s success, or a volunteer’s impact.
• Be conversational. Write like you’re explaining the event to a colleague over coffee.
• Show personality. Share behind-the-scenes photos of volunteers setting up an event or a thank-you message from the chapter chair.
• Celebrate people. Spotlight achievements, certifications, or even fun personal milestones from your members.

Examples: Human vs. Salesy

Let’s compare:

Salesy:

“Don’t miss this once-in-a-lifetime opportunity! Register now before time runs out!”

Human:

“Last year’s attendees told us this workshop gave them tools they used right away on the job. We can’t wait to see what new insights this year brings.”

Salesy:

“Hurry! Limited seats available!”

Human:

“We’re keeping this course small so you’ll have plenty of time to ask questions and connect with the instructor.”

Notice how the human version feels like a conversation instead of a billboard.

Tips for Chapter Leaders

• Balance event promotions with value-driven content. For every “register now” post, share one spotlight, recap, or helpful resource.
• Use photos of real members instead of stock images whenever possible.
• Write emails and posts like you’re talking directly to one member—not a faceless crowd.
• Avoid too much jargon—make it easy to read and relatable.
• When in doubt, ask: “Would I say this out loud to a colleague?”

Quick Win Tip

Take a look at your last three posts or emails. Do they sound human and helpful, or do they sound pushy and sales-focused? Rewrite just one of them in a more conversational tone—and notice how much better it feels.

Final Thought

Marketing for chapters isn’t about making a hard sell. It’s about building relationships. When your content feels human, members feel connected to your chapter and inspired to participate.

Start small: add one quote from a member in your next post, share a behind-the-scenes photo, or write your next event reminder like you’re inviting a friend.

Because in the end, the most effective marketing isn’t about selling—it’s about connecting.

Have question or need help getting started? Reach out to chapters@ampp.org. We are here to help!

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