Are You Speaking Too Broadly in Your Copy? Here’s How to Fix It

If you’re a coach or entrepreneur and you regularly use words like:

✨ “Empowered”
✨ “Authentic”
✨ “Aligned”
✨ “Confidence”
✨ “Impact”
✨ “Transformational”

...you’re not doing anything wrong—in fact, you’re probably trying to attract values-aligned clients who feel those words in their bones.
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But when those words are floating around without context, story, or specifics, they start to blur together. Your audience can’t always tell what you mean—and that creates confusion, not connection.

It took me a while to invest in a coach—not because I didn’t believe in the value, but because I could never see myself in what they were saying.

Their websites said they’d help me “step into my power” or “uplevel my mindset”—but I didn’t know what that actually meant for my day-to-day life. I wasn’t pulled in.

​Ironically, one of my early clients was even a coach for mompreneurs, who I helped write a simple email sequence. I was her ideal client avatar, but I had a hard time seeing how she'd truly benefit my needs, were I to hire her as a coach.

As I studied her website, she hit the relatable pain points. But it was the oddest thing...I felt both broadly seen and confused at the same time.

The problem? It wasn't clear how she was different or how her program was different than any other business coach for moms. Being a coach for mompreneurs wasn't enough of a differentiator (especially these days). 

​Specificity is key. When your audience lands on your website, reads one of your posts, or comes across you another way, they need to feel as if they’ve been pulled into your world like they accidentally walked into the exact room they didn't even realize they were searching for.

You know the feeling when something's missing, but you're not quite sure what; but when you finally find that missing piece it feels like hallelujah lights coming out of your head.

Help your audience visualize themselves in your world. Help them feel the magic of the transformation they'll walk away with after working with you, course through their veins. 

​🛠️ Try These Specificity Fixes
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💡The “Why Does It Matter?” Drill
Take a phrase like “I help women feel empowered” and keep asking:
"Empowered to do what?" "Why does that matter?" 
Push until you get to something concrete:
So they can stop undercharging.
So they can finally take weekends off without guilt.
So they can be present for their kids and run a thriving business.
That’s the story your audience will see themselves in.

🧐 The Clarity Test
Scan your copy for “shiny” words like:

• Freedom
• Confidence
• Aligned
• Support
• Purpose

Then ask:

• Could this mean something different to someone else?
• Can I show this instead of just saying it?
• Is it clear what I’m actually offering or promising?

If there’s room for interpretation, tighten it up.

🎯 The “Can You Picture It?” Check
Instead of describing how your client will feel, describe what they’ll do differently:
❌ “Feel more confident on sales calls”
✅ “Stop second-guessing their rates and walk into sales calls knowing exactly what to say”
The goal is action, not abstraction.

👂🏽 Get Outside Feedback
Read your copy out loud to a friend or someone in your audience.
Watch for reactions like:

• “Wait, what do you mean by that?”
• “That sounds nice, but I don’t know what you do.”
• Or, the gold standard: “Oh my god, that’s me.”

If it confuses people, it’s not specific enough yet.

📸 Use Before & After Language
Instead of saying “I help purpose-driven women grow,” say:
“Before: Feeling stuck between undercharging and overdelivering.
After: Booking high-ticket clients without apologizing for your rates.”
Let your copy show the journey, not just the vibe.

Why This Matters (More Than You Think)

Specific copy doesn’t just sound better—it builds trust.
It’s what makes someone think: “Wait… how do they know that about me?”
That moment of recognition? That’s what converts.
It’s not about fancy words. It’s about saying the right words clearly enough that the right people feel seen.

My own hallelujah moment...

When I finally hired my first business coach, it was exactly like I described above. I knew something was missing in my business, but I couldn’t quite name it.

Then I came across her—and it was like everything clicked.

She spoke directly to BIPOC entrepreneurs like me. She named the exact gap in my growth I had been struggling to articulate. And then? She showed me exactly how she could help me fill it.

The value was clear. The community she built was aligned. The message? Undeniable.

That’s the power of specificity.
It doesn’t just attract—it resonates.

Ready to make sure your message matches your mission?

Is your copy specific enough?
Are your words doing justice to the powerful, meaningful work you do?

I work with equity-driven Women of Color entrepreneurs to make sure your message is clear, compelling, and rooted in your values—so your audience doesn’t just see what you do, they feel why it matters.

Your work carries weight.
Let’s make sure your words do too.

If you’re ready to invite your audience to join you in your mission—let’s talk.

Schedule a virtual tea with me for a 30-minute strategy session. 

Stay curious, Culture Changer!
🎈Justine