How to write copy that isn't salesy

The Number One Rule to Writing Copy That Isn’t Salesy Is…

“Craft messages using your leads’ natural language.”

What does that mean?

It means using the exact words and phrases your audience uses to describe their own pain, goals, and desires.

When your copy mirrors their language, it resonates on a deeper level—it feels authentic, personal, and, most importantly, not salesy.

How Do You Get Their Natural Language?

You do the work:

• Run surveys to ask them directly.

• Dive into forums and online communities where they hang out.

• Have real conversations and listen to how they describe their struggles and dreams.

When you do this, you’re not guessing or projecting your own ideas onto them. You’re meeting them where they are, speaking their language, and showing them you truly understand.

But Isn’t That a Lot of Work?

Here’s the thing: If gathering your audience’s natural language feels like too much effort, it’s a sign your focus is on selling more than serving.

And here’s the truth—if you’re more obsessed with selling than serving, your copy will sound salesy. There’s no getting around it.

The Shift From Selling to Serving

The key to writing non-salesy copy is simple: stop being salesy.

• Swap the obsession with conversions for a passion for connection.

• Trade the fixation on closing deals for a focus on solving real problems.

When you approach your audience with a servant’s heart, everything changes. You naturally want to listen, learn, and understand their humanity.

So go out there.

• Have conversations.

• Run surveys with your list.

• Spend time in forums where your prospects hang out.

Absorb their language, their emotions, and their way of expressing themselves. Then, when you sit down to write, your words will feel like their words.

The Magic of Serving Over Selling

The weirdest part? You’ll still sell.

Only this time, your audience won’t feel manipulated or pressured. They’ll feel understood. They’ll trust you. And they’ll choose to buy because it feels right for them.

It’s the ultimate win-win: you serve, they buy, and everyone walks away happier.

Ready to Master This Approach?

If crafting servant-hearted, non-salesy copy feels overwhelming—or if you just don’t have the time to dive into surveys, forums, and research—I can help.

Together, we’ll create copy that connects authentically, speaks your audience’s language, and drives real results.

Send me a message today, and let’s start transforming your copy—and your business.

The world is waiting for what you have to offer. Let’s make sure they hear it in a way that feels right.