Client said my drafts were 'too polished', had to learn to write messy on purpose

I'm a copywriter for small biz sites and got this feedback after 3 rounds of edits last Tuesday. The client kept saying my work felt 'stiff and corporate' even though I thought I was nailing their brand voice. Turns out they wanted the rough edges, like how people actually talk in texts and quick emails. I rewrote a landing page with sentence fragments, no semicolons, and even a casual 'so here's the thing' opener. They approved it in 10 minutes flat. Now I ask every new client upfront if they want 'clean' or 'conversational' before I start anything. It feels weird to deliberately leave in imperfect grammar, but the results speak for themselves. Has anyone else gotten feedback that forced them to un-learn their training?

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