“Now we all have a great need for acceptance, but you must trust that your beliefs are unique, your own, even though others may think them odd or unpopular, even though the herd may go, ‘that’s baaaaad.’”

_Dead Poets Society (1989)

The scene and Keating’s message here is one that will always hold a special place in our hearts, not just for what it means for the creative mind, but also for its significance towards authenticity and the beautiful state of being true to one’s self even in the face of immense pressure and discouragement.

This sentiment rings true in Web Copywriting and messaging. Your message should reflect you and your brand, in your own authentic voice.

Traversing the state of the world of web copywriting is to discover that it is currently plagued by generic marketing speak and buzzwords. There are just too many of the same things being said in exactly the same way, like an automated script. A dreary motley of souless sentences stitched together.

The most powerful thing you can do in web copywriting is say what you mean, exactly how you mean it. Using your one unique voice to express what your business or brand is about. Authenticity is key to building trust, resonating with your audience, and standing out from the noise.

Can one tell your agency or business apart from a million other agencies offering the same services as you? How different do you sound from the rest? From what perspective are you coming from? What do you sound like? Funny? Playful? Contemplative? Cheerful?

Use your voice

When it comes to connecting with your audience; connecting with people; being authentic is an intricate part of your messaging. People are drawn to what feels real. Whether you’re writing for a brand, a service, or your personal business, your audience can sense when something is forced, insincere or when you’re straight up bullshitting them. Letting your true unique voice shine through, on the other hand, creates a genuine connection that resonates more deeply.

Say What You Mean, and Mean What You Say

Too often, while writing a web copy, we fall into the trap of writing what we think people want to hear instead of what we truly want to say, what we believe in, or what is true. But great copywriting isn’t about bending over backward to sound clever or adopting a voice that doesn’t align with who you are or what your brand represents. It’s about clarity and conviction. It’s about cutting through the fluff and communicating what’s important.

Practical Tips

1. Know Your Audience, but Stay True to Yourself: Understanding who you’re speaking to is important, but don’t lose yourself in the process. Find the intersection between what they need to hear and what you genuinely want to say. This beautiful convergence creates balance and allows you to remain authentic while still being effective.
   
   
2. Avoid Overuse of Industry Jargon: While certain terms might be unavoidable, don’t bury your messaging in technical jargon or trendy phrases unless they truly add value. Your goal should be clarity and connection.
   
   
3. Embrace Imperfection: Authenticity doesn’t mean perfection. In fact, trying too hard to sound flawless can make your messaging feel robotic. Allow room for imperfection, warmth, and even humor where it fits naturally.

Keep the following in mind;

1. Be direct: Don’t dance around the point or use vague, meaningless phrases. Your audience appreciates clarity, and they will trust you more if you communicate openly.
   
   
2. Write Like You Speak: Authentic copywriting often comes from writing in a conversational tone, as though you’re speaking directly to your audience. This makes your message more relatable and helps you form a stronger bond with your readers.
   
   
3. Own Your Perspective: Your perspective is unique. Don’t be afraid to let your point of view and personality come through in your writing.

At the heart of it, authentic messaging isn’t about following trends or chasing what’s popular. It’s about standing firm in your own voice, writing with conviction, and speaking directly to the hearts of your audience.

So take John Keating’s advice: be yourself, even if others may think it odd or unpopular. Embrace your voice, your walk, and let your audience connect with the authentic you.