The 40 tells · Phrases · No. 32
"Here's the thing": why it reads as machine-written
Smell Fake intimacy
"Here's the thing", "let's be honest" and "picture this" fake a conversational moment. They are meant to sound personal and end up sounding scripted, because they turn up in the same places on so many pages.
Honest writing doesn't need to announce that it is being honest.
Before
Let's be honest: managing invoices is a pain. But here's the thing, it doesn't have to be.
After
Most invoices go out late because they're made by hand. This one is made for you when the job is marked done.
The fix
Cut it and start with the point.
What the checker matches
A pattern match. In plain terms: fake intimacy.
\b(let'?s be honest|here'?s the thing|imagine this|picture this|let'?s face it|the truth is|spoiler alert)\b