Here’s the thing–writing about your business should be easy. Okay, maybe easy isn’t the right word. But it shouldn’t make you want to burn down your business or throw your laptop in the trash. I mean, if you’re anything like me, your business is your baby. Your deepest passion in life.
I’m willing to bet you love it so much you even celebrate its birthday. And a love that deep should feel GOOD to write about.
If it doesn’t, that means something is lacking in your foundation, and it’s making you feel unclear about what you offer or how it all ties together. So, let’s fix it, shall we!
Because having a clear brand message and a solid foundation for your business doesn’t just make copywriting easier, it makes you more confident and builds a shit ton of trust with your audience, too. (woohoo we love the sound of that!)
The good news? I’ve got a few quick copywriting tips you can implement TODAY to create a clearer, more compelling message for your business. And hopefully fewer headaches for you!
1. Stop Being Vague (Say What You Actually Do)
Maybe you’re one of those mysterious ones who doesn’t like to give a lot of details and wants to keep the world on their toes. Or maybe you’re afraid to niche down your message because you don’t want to exclude any buyers. It doesn’t really matter why you’re being vague. What matters is that we need to cut that shit out right now. Mmmkay?
Being vague in your copywriting probably feels safe, but it’s anything but that. Vague is dangerous. Vague KILLS conversions. Vague repels your f*ck clients.
Why? Because it speaks to EVERYONE. And a message that freakin’ broad isn’t going to connect to anyone.
The goal when speaking or writing about your business is to do so in a way that clearly conveys what you do, who it’s for, and how you’re going to help them.
Instead of: “I write copy that converts.”
Try something like: “Copywriting and messaging strategies for service baddies and creatives who are ready to scale their business and refuse to water down their brand with AI bro-bot energy.”
Like, come on. You can’t tell me that the first example would make YOU feel excited. So how can you expect it to dampen your clients’ panties?
2. Make Your Audience Feel Like the Hero (Not You)
It shouldn’t be a surprise to hear that people are selfish. I’m selfish. You’re selfish. We are ALL selfish. That doesn’t mean we don’t want to help other people or that we lack morals and values. But what it does mean is that we primarily act with our best interests in mind first, and consider other people second.
Your audience isn’t waking up thinking about your business. They wake up thinking about their problems, goals and frustrations. If your copywriting is all about you (“I do this, I offer that”) instead of how your service will shatter their growth ceiling and change their lives, you’re missing a massive opportunity to connect.
Instead of: “We use neuroscience to write copy that scales your business.”
Try something like: “Balance your authenticity with strategies to create ooey-gooey words that break necks and cash checks.”
The goal is to use language that makes your client think, “Yes, that is EXACTLY what I want!” And the way you achieve that is by talking about them, not yourself.
Copywriting Tips to make your audience feel like the main character:
- Count how many times you say “I” or “we” in your brand messaging. Swap them for “you” statements instead.
- Frame your messaging around your clients’ needs and results, not just your process.
- Instead of listing your features, highlight how they solve your audience’s biggest pain points.
3. Write Like a Human (Ditch the AI Bro-Bot BS)
If your copy sounds like it was written by a boardroom full of robots, your audience will clock that shit immediately. People are smart as hell, and with most of us using AI for at least one part of our business, they can tell when you’re pumping out AI-generated content.
There are tons of research articles showing just how much people hate brands that use AI-generated content. And can you blame them? I mean, if I see a brand has all AI-generated content, the first thing it makes me think is that they’re going to use AI to pump out my deliverables. And I’ll be damned if I’m spending four to five figures on something that isn’t generated by a fucking human.
But, I digress. Writing like a human isn’t just about avoiding AI. It’s also about not writing like a corporate HR email. At one point, corporate speak was the jam. But we are long past those days. I mean, seriously. We’ve got brands like DuoLingo, and, God forbid, have you seen the Nutter Butter TikTok?! If these big ass brands are confident in being weird as hell online, you can too. People are over the serious BS and searching for human connections.
Copywriting Tips to Sound More Human:
- Read your copy out loud–does it sound like something you’d actually say? If not, rewrite it.
- Imagine you are explaining your offer to a friend over coffee or even text. Write that version.
- Swap complicated words for simpler, more conversational ones. The easier your messaging is to understand, the more effective it will be.
4. Get to the Point Faster (Cut the Fluff)
On average, people skim a website for 10-20 seconds before deciding whether to stay or leave. Which means people are dippin TF out if you’re not hooking them right off the bat and leaving them breadcrumbs of excellence throughout the page.
Instead of: “In today’s ever-evolving digital landscape, businesses require a strong online presence in order to thrive in competitive markets.”
Try something like: “Your business needs social media to survive.”
Your audience’s attention span is short–don’t waste it with long-winded intros unless you’re confident AF that you’re dropping hook, line and sinkers in every section. Every sentence should earn its place.
Copywriting Tips to Sound Clearer and More Compelling:
- Trim the unnecessary words and use short sentences.
- Make your first sentences count. If your audience only reads the first 10 words of your website, would they care?
- Avoid cliché phrases you’d never say in real life, like “ever-evolving.”
5. End with a Clear Call to Action (Tell Them What to Do Next)
Okay, this is arguably the most important brand messaging tip in this entire blog. Why? Because it feels insane. What do you mean they don’t know what to do? They’re on my website, of course, they know what to do.
Buuuut, they don’t. People go to websites all the time, scroll around and leave even when they desperately need the service that you’re offering.
Humans absolutely hate having to fill in the blanks. We are hardwired for safety, so anything that doesn’t make complete sense will trigger some subconscious walls. Which, you guessed it, is crap for conversions.
Setting clear expectations in your CTAs will help your audience know what’s on the other side of that button, and therefore, they’ll be more likely to click it.
Instead of: Click Here
Try something like: Schedule My Call
Copywriting Tips to Improve CTAs
- Instead of saying vague “Let’s connect,” make it specific, “Book a 15-minute consult.”
- Stick to one CTA per page so your audience isn’t overwhelmed with choices (unless it’s the home page).
- Use personal pronouns if possible. “Schedule Your Call” is not as strong as “Schedule My Call.”
Hire a copywriter and stop tinkering with your words
At the end of the day, or this blog, I should say, there are endless copywriting tips that I can provide you with, but it’s up to YOU to implement them. If you’re into that, heck yes. I’m so proud of you. And if you’re kinda freaking over copywriting and ready to close that Word doc, also heck yes. I’d love to help. Am I pitching you right now? Yep. And I’m going to do something crazy and very un-copywriter-ish of me. I’m going to give you two options.
If you’re sick of writing, check out my copywriting services.
If you’re overwhelmed but still want to DIY, check out my copywriting audit, and I’ll send you personalized tips to improve YOUR copy!
Either way, I’m glad you’re here. <3