Three Words That Changed the Way I Write Brand Copy Forever

It wasn’t a workshop.
It wasn’t a book.
It was a new client - frustrated, tired, and on their third cup of herbal tea.

“I just want our copy to feel like us.”

Three words. That was it.
Not ‘punchier headlines’ or ‘better calls to action’. Just… feel like us.

It struck me then — and has shaped every project since — that the real power of brand copy isn’t about sounding clever, polished, or even persuasive.

It’s about sounding true.

Too many brands lose their voice the moment they step into “official” copy mode. Websites become sterile. Packaging turns generic. Social captions sparkle, but the About page reads like it was written by a committee with a fondness for corporate bingo.

Those three words reminded me that great copy doesn’t add layers — it strips them away. It finds the words you’d use if you weren’t trying so hard to impress.

Because the goal isn’t just to describe what you do.
It’s to make people feel like they already know you — and trust you — before they ever pick up the phone or click ‘buy’.

So now, every time I sit down to write, I ask:

• Does this sound like them on their best day?

• Would their ideal client recognise this voice instantly?

• Have we chosen clarity over convention?

If not, we’re not done yet.

If your brand copy feels like it’s wearing someone else’s clothes, I can help you find a voice that fits - and feels like you. Let’s connect.