Ever scroll past a post, email, or ad without even noticing it?
Chances are, you have — and so have your customers.
Not because they weren’t interested…
But because the words didn’t land.
In business, words are everywhere:
They tell your story, describe your offer, and connect you to the people you want to reach.
But do the actual words you choose really matter?
Can’t you just say what you mean and move on?
Well… not if you want people to listen.
What “Words” We’re Talking About
When we say “words,” we’re not just talking about spelling and grammar.
We’re talking copy — the language you use to represent your business, offer, or message.
That might be:
- A homepage that introduces you
- A caption that makes someone stop scrolling
- A product description that turns a maybe into a yes
And depending on what you’re writing, your tone, style, and structure should shift.
Just like the same word can carry different meanings depending on how it’s used
(thank you, “fine” — are you okay or are you about to scream?),
your copy needs to match your message and audience.
The right words don’t just fill space —
they set the tone, guide perception, and invite action.
The Role Words Play in Connection & Conversion
Your words are doing one of three things:
- Building connection (or losing it)
- Creating clarity (or confusion)
- Inviting action (or making people bounce)
For example:
Before:
“Welcome to our site. We offer high-quality solutions for all your needs.”
(What does that even mean?)
After:
“Need handmade gifts that hit the heart, not just the budget? You’re in the right place.”
(Feels like a real person is talking to you, right?)
Common Problems When Words Aren’t Working
- DIY copy that rambles or hides your point
- Overuse of jargon that makes you sound like a brochure
- Templates that strip away your voice and make you blend in
- Silence — not saying anything when it matters most
Why Getting It Right Matters (Especially for Small Biz & Creatives)
You don’t have millions in ad spend.
You have one chance to make a reader feel something.
Good copy builds trust, communicates value, and makes the sale —
sometimes in just a headline, a subject line, or a single sentence.
When your words work, everything feels easier:
Marketing, messaging, even money.
What Good Copy Feels Like
- It sounds like you (not a robot).
- It’s clear, engaging, and easy to follow.
- It gently guides the reader — without shouting at them.
Good copy doesn’t scream.
It clicks.
It connects.
It converts.
Ready to Find the Right Words?
If you’re not sure where to start, here’s a gentle prompt:
What’s the one line on your site you’re secretly unsure about?
Not sure how to fix it?
That’s literally what I do.
👉 Work with me on your copywriting (link to your services page)
Cindy Writes 