Your copy doesnโt 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, youโve probably felt the pressure to write exciting, punchy content. But hereโs the thing: flashy copy might get attention, but relatable content earns trust, and trust is what leads to clicks, clients, and conversions.
Letโs talk about how โboringโ copy might be the most powerful tool in your content toolbox.
The Problem With Only Chasing โAttention-Grabbingโ 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 donโt see themselves in your content, youโve 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. Itโs not about writing like a robot, itโs 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 โ 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 โ Use Your Customersโ Actual Words
When you echo your audienceโs thoughts back to them, they feel seen. It feels familiar. Try these sources:
- Testimonials
- Discovery call notes
- Social media comments
- Survey responses
๐ Example:
Before: โWe provide innovative digital strategy solutions.โ
After: โYouโre tired of piecing together your content plan, weโll help you create one that finally works.โ
Step 3 โ Talk About Pain Points Without Being Sleazy
Acknowledge the struggle, but donโt weaponize it. Use language like:
- โIf youโre tired ofโฆโ
- โYouโre not failing – you just havenโt found the right support yet.โ
Pair each pain point with a promise or hopeful outcome. This builds trust, not pressure, and assures your potential client.
Step 4 โ Offer Clear Context, Not Vague Promises
Cut the fluff, the excess. Instead of saying โThis will change your life,โ try:
- โOur copy templates help you write your services page in one weekend, so you can finally launch.โ
Use plain language and practical benefits. Be direct.
Step 5 โ Let โBoringโ Copy Do the Heavy Lifting
Details matter. โBoringโ content (think FAQs, timelines and onboarding steps) is what calms nerves and helps your reader say yes.
โจ Tip: Add a bullet list of whatโs included, who itโs for, and how it works. It shows youโre not just selling, youโre guiding.
Step 6 โ Write Like a Human, Not a Brochure
Read your copy out loud. If it sounds stiff or salesy, rewrite it like youโre talking to a friend.
Try:
- Short sentences
- Simple words
- Swapping โweโ for โyouโ
Relatable content doesnโt try too hard. It just feels right. That’s because it sounds more like you.
Where โRelatableโ Content Belongs in Your Marketing
You can use this approach across:
- Instagram captions
- Email newsletters
- Landing pages
- Sales content
Try the โone message, three formatsโ method to stretch your content without burning out. Repurpose, repurpose, repurpose.
Want to make content easier (and actually fun)?
You need the Content Creation Workbook + Planner. Itโs full of simple prompts and planning pages to help you stay consistent, without burning out.
Quick Relatable Copy Makeover (Mini Workshop)
Letโs do a quick before/after:
Before: โJoin our life-changing program for women in business.โ
After: โYouโll walk away with a 3-step system to finally feel confident writing your own copy.โ
Before: โWe offer strategic coaching for service providers.โ
After: โYouโre juggling clients and content – weโll help you simplify what to say and where.โ
Do The Thing
Grab one page of your website, maybe your About or Services page, and walk through these six steps. Youโll 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.
