This is one of those cases where knowing too much may be crippling. Having a degree in English could be a roadblock. Just because your sentences are grammatically and mechanically correct, doesn't mean they're appealing to the human ear. 

We work -and thrive -in an auditory medium. Therefore, write by ear. 

It's a tough battle. We instantly recall conversations we've had with those whose speech patterns grind our gears. However, there has to be a happy medium between using correct English and English spoken and comprehended by those you're trying to reach. 

Here are steps to better write by ear.

1) Stay in tune with your local culture. Become intimate with what local people name things, how they address others, and what a typical conversation sounds like. Colloquial is local. 

I grew up in Michigan. When we wanted a cold soft drink, we'd ask for a cold pop. 

Here in the deep south, especially in Alabama, we just say Coke -no matter the brand or flavor. 

"What kind of Coke do you want?"

"I'll have a Dr. Pepper." 

2) Use everyday words. There are hundreds of thousands of words in the English language. Yet, most people use about 2,000 in their pool of daily conversations. When speaking to and/or with them, you should too. 

3) Contractions are ear candy. Which sounds conversational? "The car will not start." Versus. "The car won't start." Even though the car will not start is friendly to the eye, use of the contractions is friendlier to the ear. Depending on what region, don't be afraid to occasionally use ain't. When addressing a group, I use a rule that my Dad often reminded others. Dad was from south Alabama. Shortly after college, he moved to Dearborn, Michigan to pursue a 41 year career as an engineer with the Ford Motor Company. Despite his command of the Queens English and tremendous intellect, he was often teased because of his southern accent. He was able to squash that by pointing out to his "yankee coworkers" that "Y'all is a grammatically correct contraction. Yous Guys is not." 

4) Proofread aloud. We all proofread, or at least should. I have an advantage in the fact my wife, Rachel, is a grammar nerd. She's also a published author and works as an editor for a local publishing company. Once she goes through my writing with her red pen, I have her read aloud what I wrote. When she stumbles, I know the sentence is either too long or I've used words beyond the standard 2,000. 

What all of this boils down to is a recurring statement in may of my blogs. 

Just be human. 

People better relate to someone they feel is just like them, as opposed to the late William F. Buckley Jr. (who, by the way, I have profound respect for. Yet, I don't write -let alone -speak like he did. Because anyone I'm trying to reach doesn't understand him --or is bored to tears if they do.) 

And remember, I'm always here at your service for all your creative needs; writing, brainstorming, or discovering new ideas. 

Mike --The Reel Architect.