After years (and years and years) of reviewing copy—on coaching calls, in masterminds, and during Live Copy Labs inside Confident Copywriting—I’ve noticed something:
When you’re writing for clients, your words are tied to outcomes. When you’re writing for yourself, they often reflect your confidence.
In both cases, your copy reveals what’s happening behind the scenes. Whether that’s clarity and conviction or hesitation and doubt, it all shows.
That’s why refinement matters. Once you’ve got the foundational techniques down, the real magic is in the upgrades. These are the small, strategic tweaks that will make your message sharper, stronger, and more persuasive.
Here are five simple upgrades I’ve recommended again and again, over 11+ years of copy chiefing, across every niche you can imagine.
#1 Stop hedging your language
Cut the maybes, justs, kind ofs, and coulds.
Hedgy, “soft” copy dilutes your message and your authority. Writers often default to it when they’re trying to sound polite or avoid being too pushy. But confident copy isn’t aggressive—it’s clear. And clarity builds trust.
When you remove the “justs” and “maybes,” your message instantly gets stronger, even if the core idea stays the same.
So instead of:
“This might help you…” Try: “This helps you…”
“You could try…” Try: “Here’s what works.”
Your copy doesn’t need to ask permission.
#2 Use “You” more than “We” or “I”
When your copy speaks to someone not just about something, it activates a different part of the reader’s brain. It feels more intimate. Like a real conversation, not a pitch.
But here’s the catch: not all conversations are created equal. When someone only talks about themselves, we tune out fast. Because it’s boring AF! One-sided copy does the same. It feels closed off and unengaging.
Shifting to “you”-focused language changes the whole perspective. It pulls the reader in and makes them feel like the message is about them, even if it’s technically about your business or offer. But too often, copywriters default back to “me-talk” without realising it.
So instead of:
“We help businesses improve their brand.” Try: “You’ll finally have a brand that feels like you. And actually attracts the clients you want.”
Want a quick test? Count the “you’s” in your copy. If “I” or “we” shows up more, flip it.
#3 Trim your intros and bridge faster
Most early drafts take too long to get to the point. That paragraph or two you’re leading with? It’s the equivalent of throat clearing. It’s warming you up but it’s losing your reader.
And in today’s attention economy, no one sticks around for the ramble so get to the point faster if you want to increase engagement, clarity, and punch.
Quick fix: Delete your first paragraph. (Yes, really.)
When I review copy, I look for the moment when the copy actually starts to convey something useful. That’s where the reader should start too.
#4 Add specifics (and ditch the vague fluff)
Vague copy is like a foggy photo. Nothing is clear enough to stand out. There is no spark or connection either. In contrast, specifics build trust, paint a picture, and give your message weight.
Think numbers, real-life details, and words your reader can see or feel. When you use details in your connection copy (like the opening sections) your reader will feel understood. When you use details in your inclusions and features etc, you make the details feel more real.
Instead of:
“Perfect for mums.” Try: “This is the one you need in between your first hot cuppa in the dark and the kids waking up.”
“Grow your business” Try: “Book 2–3 new projects every month”
As you write, ask yourself: Could I make this more specific? If not, add details.
#5 Relax the voice. Seriously
A lot of copywriters overcorrect when writing for clients. In an effort to sound “professional,” they end up sounding like a robot with a business degree. And while the information is all there, it’s not a great read.
Now, relaxing the voice doesn’t mean getting sloppy or jamming in colloquialisms (unless that fits the brand). It means writing like a smart, articulate human who actually enjoys talking to other humans.
Example, Too formal:
Our qualified plumbing technicians provide timely and efficient solutions to address your residential and commercial plumbing needs.
Example, More human:
Leaky tap? Blocked loo? We’ll sort it. Quick, friendly plumbing help for homes and businesses. No fuss, no mess.
Now that voice isn’t going to suit every business obvs, but the takeaway is that you don’t have to write dryAF copy in order to sound like a legit professional. I consistently suggest copywriters loosen their copy up so it doesn’t read like a stiff corporate brochure gathering dust in a boardroom.
Because here’s the truth: clear, human, and confident is professional. And that’s the kind of copy that gets read, trusted, and acted on.
Time for the wrap up
You might have heard these tips before but hear me now, while they might be simple, they’re powerful. And you can level up your copy without rewriting everything. FTW!
So next time you’re wondering, “How do I take this copy up a notch?” start here. These five tweaks might be the difference between copy that sits… and copy that sticks.
