Have you ever felt that flutter of excitement when you finally publish a website or launch that social profile you’ve been pouring your heart into?

The colors feel like they were made for you.

The design reflects your essence.

The images capture exactly what you want to convey.

But then… the connection you hoped to create with your audience doesn’t quite materialize in the way you imagined. 💔

I’ve been there too. That moment when you realize something isn’t quite clicking — even though everything looks and feels beautiful!

What I’ve discovered through my own journey (and working with incredible heart-centered business owners) is that our words often hold the key to that missing connection.

Let’s explore what some may call “copywriting mistakes” — but what I’d probably call “copywriting patterns” — and how shifting them can help your dream clients feel truly seen in your copy.

✨ Related: How to Repurpose Content While Keeping Your Magic

The Hidden Patterns That Make People Say “Yes”: Turning Copywriting “Mistakes” Into Your Magic

There are beautiful, ethical ways to help your dream clients recognize themselves in your words — so let’s talk about it!

Story + Personal Connection

I loooove talking about Jenna from Waitress, because it applies perfectly to content creation. Let me explain.

Jenna bakes her life experiences into pies.

She channels her entire life experience into her pie recipes, creating something uniquely hers that people connect with on a deeper level. 🥧

You can do the same with your copy.

Those parts of your life that you might think are completely separate from your business are your magic ingredients.

Your love for yoga. Your obsession with sitcoms. Your collection of plants. Your kiddos. Your loves, passions, gifts, are metaphors that you can use to make your copywriting yours.

When I explore this with clients, we often discover that the messaging that feels most authentic to them incorporates elements from their everyday life!

The business coach and consultant who loves Seinfeld. The podcast host who could talk about rockclimbing all day.

🪽 Related: How to Build a Personal Brand as a Coach That Feels Like Coming Home

Creating Urgency That Feels Authentic, Not Pushy

We’ve all seen those sales pages that make us cringe. Maybe it’s fake scarcity, or overly salesy language.

• “Buy now before it’s too late!”
• “Only 2 spots left before it’s gone forever!”

This approach tends to create more skepticism than trust. But there are gentle, honest ways to help people understand the value of taking action now:

“Our next group journey begins June 1st. If you’re feeling called to transform your relationship with content before summer arrives, now is a beautiful time to begin.”

This creates a natural timeline without pressure or manipulation.

Of course, there’s a balance. We know that shorter copy can be clearer, but more intentional copy can speak more to our hearts. We can absolutely use an AI tool to help ourselves through this, to find the effortlessness in content creation again.

Using Social Proof That Celebrates Your Service (You’re Not Bragging!)

Sharing testimonials can feel uncomfy. I know. It can seem like bragging or self-promo.

But here’s a little perspective shift that helped me:

💫 Your testimonials aren’t actually about you, but about the transformation your clients experienced. 💫

You delivered them, but it was the process, the service, the experience that wow-ed them.

And the magic of sharing them is that excitement breeds excitement.

When you know the people around you are happy and excited, you start beaming, too. And don’t you want to bring more glowing, eager, beaming people into your world?

The 5 Copywriting Mistakes Keeping Your Dream Clients From Finding You

These little shifts might just be the thing you need to bridge that distance gap between you and your dreamy life.

Mistake #1: Speaking Your Language Instead of Their Pain Points

I want your copy to sound like you — with all your unique expressions and personality!

Buttttt there’s a difference between speaking in your voice and using language that your dream clients might not connect with.

I often see spiritual coaches talk about “accessing divine feminine energy” when their potential clients are thinking “I need to stop overthinking and trust myself more.”

Both are describing the same concept, but one uses industry terminology while the other uses the everyday language someone might use in their private thoughts.

There is definitely space for placing “accessing divine feminine energy” throughout your content. But when you’re in a space of trying to get them to be uber clear on what you’re offering, speak the language they’re speaking. Write down the things your clients have told you.

Maybe it’s —

“I wish I felt more connected to my body.”

Or

“I feel so stuck in my business.”

Mistake #2: Focusing on Features Instead of Transformation

“This program includes 6 modules, 12 videos, a workbook, and a private community…”

This information has its place, but it’s not what lights up that magical, emotional decision-making center of our brains! 🧠

What people really want to know is:

Who will I become through this experience?

How will my life feel different?

What possibilities will open up for me?

Try pairing each feature with its transformational benefit using a “so that” statement —

“6 weekly modules paced to give you time to integrate each concept, so that you can experience real shifts in how you feel about content creation before moving to the next step.”

Mistake #3: Being Too Professional (And Not Enough You!)

As Ted Lasso would say, “Be curious, not judgmental.”

And I’m curious — do you ever find yourself slipping into a more formal “professional” voice in your copy that doesn’t quite match how you’d normally speak?

This 👏 is 👏 so 👏 common! 👏

We’ve been conditioned to believe that certain types of language sound more “professional” or “credible.”

But here’s what I’ve noticed in my own journey and with clients:

When we write in that stiff, formal voice, we lose the very thing that makes us memorable — our unique perspective and way of seeing the world.

Anyone can write professional. Heck, AI can spit out something professional like 🫰 that.

They’re coming to you for YOUR specific approach and energy.

The invitation here is to let your natural voice shine through. Use contractions. Start sentences with “And” or “But” if that’s how you’d say it! Reference your favorite show if it helps explain a concept. The right people will feel that authenticity and be drawn to it.

Mistake #4: Vague Calls to Action That Don’t Inspire Movement

Think about the last time you were on a website and saw a button that said “Learn More.” Did it inspire you to click? Maybe! But maybe not with much enthusiasm.

Generic calls to action miss an opportunity to continue the relationship you’re building with your words.

Instead of “Contact Us,” consider what’s actually happening when someone reaches out:

“Book a nurturing 30-minute conversation.”

Instead of “Subscribe,” try:

“Join our weekly letters.”

Words are magical. Words are visceral. And words have value. For an easy sanity check, put your hand on your heart and see what words make it flutter.

These specific invitations, whichever the words may be, will help your reader imagine the next step in your relationship, making it easier and more appealing to take action.

Mistake #5: Inconsistent Messaging Across Touchpoints

Ever notice how your favorite TV characters have consistent traits that make them recognizable from episode to episode?

Schmidt always keeps everything in order. Jess is always singing.

Your brand needs that same consistency to be recognizable and build trust.

When your Instagram describes your work one way, your website another, and your emails yet another, it creates a fragmented experience.

Your dream clients might not connect that these are all part of the same story — your story. Don’t be afraid to repeat yourself — people need it. Own it!

Need an Clear Content Pathway? StoryBloom is Here For You 🌸

If you’re looking at your website or social content right now and noticing some of these patterns in your own copywriting, please know this: you haven’t done anything wrong.

Creating content that truly reflects who you are while connecting with others is a journey of discovery.

The beautiful thing about words is that they can always evolve as you do. And often, the smallest shifts in language create the most meaningful differences in how people connect with your work.

If you’re curious about transforming your relationship with your words — to make content creation feel like a natural extension of who you already are rather than marketing — let’s have a conversation! (See? I wouldn’t say “book a meeting!” So not me! 🤭)

Book a call to see if we’re a fit so you can start lovingly discover how your natural way of expressing yourself can become your most powerful connection point with your dream clients. ✨