Episode 50: Your Copy Isn’t Clear — It’s Cowardly

Vague copy isn't safe. It's cowardly. Today's BrandSpark calls out the copy culprits that sound nice, but actually say nothing and shows you how you can reclaim your real voice. Good morning and welcome back to your morning cup of BrandSpark. I'm Gina Dunn, founder of OG Solutions and the brand strategist who helps you stop writing the same sentence 12 different ways.

Today is Wednesday, June 18th. Let's start with a line you might not be ready for. Your copy isn't vague because you're cautious. It's vague because you're hiding. So let's spark it up.

We've all done this before. We've defaulted to generic lines like quote, helping people live their best lives or empowering leaders to reach their full potential. They sound lovely, but they mean nothing. And here's the deeper truth. Vagueness, it's a defense mechanism. It keeps you from being misunderstood by making sure no one actually understands you.

If your brand is full of soft language, passive phrasing, and high level abstractions, you're not being strategic here, you're being avoidant. And the real reason that your copy sounds off? You're actually editing the honesty out of it. You're so afraid of being too much, too niche, too real, that you end up saying nothing.

You can't build trust if people don't know what you're really saying. Clarity, it's the boldest move in a sea of vague brands because clarity demands commitment. It actually requires you to choose a point of view, a positioning, and a voice.

And here's what's happening when your copy gets brave. You repel the wrong clients. You attract the right ones faster. And you stop wasting energy on explaining and you start creating momentum forward. And most importantly, you sound like someone that we can trust because you finally sound like you. And take today's spark as your permission. Stop using someone else's voice.

Your brand won't land until it sounds like you mean it.

And here's your Spark check for today. Spark one, what's one sentence on your homepage or your LinkedIn profile that feels safe but says nothing? Spark two, what have you been avoiding saying because it might not land with everyone out there? And Spark three, what's the one line that you wish you had the guts to put on your about page? Think about those three. And if your copy feels fake, it probably is.

The brand glow up can help you fix that and figure out where it is on your website. You can grab that at OGsolutions.nl. And if you want the mirror version, you can book a clarity call with me. You can find the link on the website as well. Vague copy doesn't protect your brand. It paralyzes it. So say the bold thing, say the true thing, and say the one thing that actually lands. That's your spark for today.

I'll see you tomorrow.