Your copy doesn’t have to scream to be seen. In fact, sometimes the quietest words are the ones your audience hears the loudest.
As a small business owner, you’ve probably felt the pressure to write exciting, punchy content. But here’s the thing: flashy copy might get attention, but relatable content earns trust, and trust is what leads to clicks, clients, and conversions.
Let’s talk about how “boring” copy might be the most powerful tool in your content toolbox.
The Problem With Only Chasing “Attention-Grabbing” Copy
I’m sure you’ve been there. You write a bold headline, throw in some clever phrases, and wait for the likes and leads to roll in. But what happens when your reader feels hyped but confused?
If they don’t see themselves in your content, you’ve lost them. Relatable copy slows the scroll by making your reader feel understood, not overwhelmed.
What Makes Content Relatable (And Why It Sells)
Relatable content is grounded, specific, and emotionally honest. It’s not about writing like a robot, it’s about writing like a real human, talking to another human.
For women entrepreneurs especially, relatable content builds emotional safety, signals respect, and creates space for your audience to lean in and trust you.
Step 1 – Truly Understand Your Audience
Before you write a single word, pause and ask: Who am I talking to?
- What are they struggling with?
- What matters to them?
- What kind of language do they use?
Use Instagram polls, DMs, client calls, or even customer reviews to gather real insights. This is the root of voice-of-customer research. Go directly to the customer.
Step 2 – Use Your Customers’ Actual Words
When you echo your audience’s thoughts back to them, they feel seen. It feels familiar. Try these sources:
- Testimonials
- Discovery call notes
- Social media comments
- Survey responses
📌 Example:
Before: “We provide innovative digital strategy solutions.”
After: “You’re tired of piecing together your content plan, we’ll help you create one that finally works.”
Step 3 – Talk About Pain Points Without Being Sleazy
Acknowledge the struggle, but don’t weaponize it. Use language like:
- “If you’re tired of…”
- “You’re not failing – you just haven’t found the right support yet.”
Pair each pain point with a promise or hopeful outcome. This builds trust, not pressure, and assures your potential client.
Step 4 – Offer Clear Context, Not Vague Promises
Cut the fluff, the excess. Instead of saying “This will change your life,” try:
- “Our copy templates help you write your services page in one weekend, so you can finally launch.”
Use plain language and practical benefits. Be direct.
Step 5 – Let “Boring” Copy Do the Heavy Lifting
Details matter. “Boring” content (think FAQs, timelines and onboarding steps) is what calms nerves and helps your reader say yes.
✨ Tip: Add a bullet list of what’s included, who it’s for, and how it works. It shows you’re not just selling, you’re guiding.
Step 6 – Write Like a Human, Not a Brochure
Read your copy out loud. If it sounds stiff or salesy, rewrite it like you’re talking to a friend.
Try:
- Short sentences
- Simple words
- Swapping “we” for “you”
Relatable content doesn’t try too hard. It just feels right. That’s because it sounds more like you.
Where “Relatable” Content Belongs in Your Marketing
You can use this approach across:
- Instagram captions
- Email newsletters
- Landing pages
- Sales content
Try the “one message, three formats” method to stretch your content without burning out. Repurpose, repurpose, repurpose.
Quick Relatable Copy Makeover (Mini Workshop)
Let’s do a quick before/after:
Before: “Join our life-changing program for women in business.”
After: “You’ll walk away with a 3-step system to finally feel confident writing your own copy.”
Before: “We offer strategic coaching for service providers.”
After: “You’re juggling clients and content – we’ll help you simplify what to say and where.”
Do The Thing
Grab one page of your website, maybe your About or Services page, and walk through these six steps. You’ll be surprised how much stronger your copy feels when it sounds like you. When you’re done, if you have a few minutes, do another page.
Want to make content easier (and actually fun)?
You need the Content Creation Workbook + Planner. It’s full of simple prompts and planning pages to help you stay consistent, without burning out.
