Stop playing it safe: why your copy needs a little attitude
Let’s face it—safe copy is forgettable. In a world where brands are screaming for attention, playing it safe is the quickest way to blend in. Your audience isn’t looking for just another service provider; they’re looking for someone who gets them, speaks their language, and maybe even makes them laugh.
That’s where attitude comes in.
Why safe copy doesn’t work anymore
Safe copy is neutral. It avoids opinions. It doesn’t take risks. And because of that, it rarely inspires action. We’ve all read About pages that sound like they were written by a committee of beige-cardigan wearers. You forget them the moment you close the tab.
The new rule: be bold or be boring
Say what you actually mean
Use words your audience actually uses
Let your values (and personality) show
Your tone is a filter. It attracts the right people and repels the wrong ones. And that’s a good thing.
How to add personality to your copy
Start with voice. Are you quirky, confident, cheeky, fierce? Pick 3 words.
Break some rules. Grammar is important, but voice comes first.
Use contrast. Mix short punchy lines with longer, thoughtful ones.
Say something different. Avoid clichés. Kill your industry buzzwords.
A quick before-and-after
Before: We offer innovative solutions tailored to your business needs.
After: Cookie-cutter’s not our style. We help you build smart, sharp, standout strategies.
Your brand deserves better than beige
Stop settling for copy that could belong to anyone. Whether you’re DIY-ing your site or working with a writer, make sure your words don’t just sit there—they stand for something.
Want to spice up your tone of voice? Let’s talk! ✨
