Why your copy sounds flat and how to fix it.
Rori Heffes-Doon
Premium Ghostwriter | Digital Writer. Talk about digital writing/copywriting. Helping mindset and fitness coaches attract more clients and close more sales
"Why Your Copy Sounds Flat (And How to Fix It)"
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Hey there,
Ever feel like your copy is… fine? Not bad, but not exactly making anyone jump out of their seat either?
It’s not you—it’s your words. And I’m here to help you turn “meh” into magnetic.
The secret? Emotion.
Here’s the thing: people don’t make decisions with logic (sorry, Spock). They act on feelings. So if your copy isn’t making someone feel something, it’s time to rewrite it.
Here’s how to inject emotion into your words today:
1. Paint a picture they can’t ignore
Flat: "Our platform makes project management easier."
Emotional: "No more late nights drowning in spreadsheets. Our platform helps you get home on time—and stay there."
What’s happening in your reader’s world? Write about it like you’re there.
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2. Use power words that pack a punch
Words like "save," "transform," "discover," "imagine" do a lot of heavy lifting. They make your copy feel alive and action-driven.
Try swapping out dull words (think: “help” or “provide”) for ones that spark curiosity or urgency.
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3. Make it about THEM, not you
Your audience doesn’t care about your features—they care about what those features do for them. Shift your focus to their needs, dreams, and frustrations.
? "We offer advanced analytics to track customer engagement."
? "Finally see what your customers really want—and use it to keep them coming back."
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4. Tap into fear or desire (with care)
Good copy speaks to two things: what people want and what they’re afraid of. Use these motivators responsibly to show your product as the bridge between their struggles and solutions.
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?? Quick Exercise: Take a piece of your copy and ask, “What does this make someone feel?” If the answer is “nothing,” rewrite it until you get a reaction.
The difference between “meh” and “memorable” isn’t big—it’s emotional. When you can make your readers feel something, you’ll get their attention, their trust, and, most importantly, their clicks.
Now go ahead—inject some air into that copy and let me know how it goes.
Until next time,
RoriHD
P.S. Have a specific piece of copy that’s just not clicking? Drop it in the comments and send it my way. I’ll pick one to workshop in a future issue!
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