Vague copy…urgh! You know what makes me twitch? Bios that say:
“Helping people unlock their potential.”
Cool. But what do you actually DO?
If your brand copy could describe 10 other people in your niche — you don’t sound professional. You sound replaceable.
Let’s call it what it is: vague copy is cowardly. It’s the verbal equivalent of beige curtains — safe, forgettable, and instantly tuned out. It’s not a strategy. It’s a defense mechanism.
The Real Problem with “Professional” Copy
Somewhere along the way, you were told to sound polished. Refined. Respectable. Safe.
But here’s the truth: most “professional” copy is just vague AF. It doesn’t connect. It doesn’t convert. And it sure as hell doesn’t build trust.
You don’t need to be more polished. You need to be more you.
What Vague Copy Actually Looks Like
Here’s the side-by-side test:
“Helping busy women find balance”
→ “I coach overwhelmed moms to reclaim 10 hours a week and actually enjoy their mornings.”
“Strategic support for entrepreneurs ready to grow”
→ “I help burnt-out solopreneurs build a 3-offer service suite that scales without burnout.”
“Empowering people to reach their goals”
→ “I train neurodivergent founders to ditch productivity porn and build systems that work for their brains.”
See the difference? Clarity isn’t boring. It’s magnetic.
Pro tip: If your copy fits everyone, it hits no one.
Why Specific = Trust
Your dream clients aren’t looking for someone who might help them. They’re looking for someone who gets them. Who sees them. Who speaks directly to the problem keeping them stuck.
When you say exactly what you do — for exactly who it’s for — that’s when people lean in. That’s when “I’m interested” becomes “I’m in.”
Specificity builds trust. Vague copy? It breeds hesitation.
How to Un-Vague Your Message
Want to stand out and actually convert? Here’s the mini checklist:
✅ Stop leading with what you do — start with what your people feel
✅ Use real language, not LinkedIn robot speak
✅ Drop your tagline into ChatGPT and ask: “Who would this apply to?” — If it fits everyone, it hits no one
✅ Pretend you’re introducing yourself to your dream client at a dinner party. What would you actually say?
Clarity isn’t just more effective — it’s more human.
Real Talk: You Don’t Need a New Tone. You Need to Stop Watering Yours Down with Vague Copy.
Most founders I work with already have a voice. They’re just scared to use it.
They dilute their language. They polish away the punch. They write “safe” — and end up invisible.
Safe doesn’t sell. Clarity does.
That’s why I created the Glow-Up Audit — my fast, no-fluff tool for fixing fuzzy copy and finally getting your words to work.
Copy Confidence Scheme: From Vague to Vivid
| Problem | Vague Version | Glow’d-Up Clarity |
|---|---|---|
| Weak Intro | “Helping people unlock potential” | “I help creative leaders design a brand voice that actually sells” |
| No POV | “Marketing support for entrepreneurs” | “Messaging for coaches who hate selling” |
| Playing Small | “I support businesses with strategy” | “I help burned-out founders sell smarter with clarity-first brand strategy” |
If you’re reading your own About page and snoozing? It’s time.
FAQs
Q1: What if I don’t know how to sound like me yet?
A: That’s what we figure out — together. Your voice is already there. We just unlock it.
Q2: Shouldn’t I sound professional online?
A: Yes — but professional doesn’t mean bland. You can be clear, powerful, and still credible as hell.
Q3: What if I have multiple audiences?
A: We clarify your primary first. Because confused copy = confused clients.
Q4: Can this help me if I already hired a copywriter?
A: Totally. It helps you own the strategy behind the words — so you don’t keep rewriting what you paid for.
Q5: Do I need to write it all myself?
A: Nope. The Glow-Up Audit shows you what needs fixing — then you can rewrite it yourself or hand it off with clarity.
Ready?
🧠 Ready to kill the vague copy and speak like a f*cking expert?
Start with the Glow-Up Audit — or book a Spark Session and we’ll rewrite it like we mean it.
💬 Want me to read your homepage copy? Drop into my DMs. I’ll tell you if it’s landing — no fluff, just facts.
Because clarity converts. And cowardly copy? Doesn’t.
🎙 Bonus: I riff on this in Morning Cup of Brand Spark podcast often.
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