Scroll LinkedIn for five minutes. Read five websites in any category. Everyone sounds the same now.
Same rhythm. Same "in today's fast-paced world." Same over-explaining. Same length: too long.
That's because most of it is written by the same few copywriters: ChatGPT, Claude, Gemini, Jasper, Copy.ai. They're excellent writers. They're also writing for everyone.
The result is a lot of copy and very little clarity. I call it clear as mud.
Here's what to do about it:
Be clear. Clear isn't more words. It's fewer, better ones. If it takes a paragraph to explain what you do, you haven't decided yet.
Be succinct. Force the choice. If a buyer could remember only one thing about you, what would it be? Everything else is noise until that's settled.
Be bold. Have a voice. Say something only you could say.
At DMOS Pro Shovel Tools, we sold a shovel. The most commodity product imaginable. We didn't write paragraphs about steel gauge. We wrote:
Folds like a butterfly. Digs like a beast. Make Mother Nature cry uncle. Your Excalibur with teeth.
We built a brand around that shovel, and earned customers including Toyota and the Navy SEALs.
AI can give you a hundred options. Deciding what your brand stands for, and which words earn their place, is your job. That's the work.
Your expertise deserves more than generic copy. If you're struggling to explain why customers should choose you, let's clarify your message and give them a reason.
Let's talk →Susan Pieper
Founder, Claimed