How to Write Copy That Doesn’t Sound Like Everyone Else

Tired of sounding just like everyone else? You're not alone. Most of the websites read similarly: "We're passionate. We deliver results. We care." Those things may be true, but they are also forgettable.

Today, standing out in the noisy digital world is not about what you offer; it's about how you present it. It's about how you say it.

At Creative Cycle, we work alongside brands to find the words that personify the true spirit of their brand—words that speak like them, not like some industry standard off-the-shelf script.

Here's how you can do the same:

1. Begin with who you are (not what you do).

Most companies begin by describing what they do. Flip that. Begin by finding your voice.

Are you casual or formal? Friendly or authoritative?

Playful or polished?

Imagine your brand is a person. Is that someone you'd want to have a cup of coffee with?

2. Cut the fluff. Say what you mean.

"End-to-end solutions." "Best-in-class capabilities." "Next-level innovation."

If your copy reads like a corporate jargon bot wrote it, readers will disengage.

Instead:

Be clear, not clever. Be human, not robotic. Spend a sentence on what you do, why it matters, and how it's different.

Example: Instead of "We have digital-first, scalable strategies"—say "We design websites that help your business grow."

3. Write how you speak (just tighter).

Terrific copy should flow like a natural conversation. Not too scripted, not stiff—just real. But that doesn't mean rambling. Read your copy out loud and refine anything that doesn't flow smoothly.

Would you say that to a customer? If not, revise it.

4. Discover your hook and repeat it.

What makes you different? Quicker turnaround? A hands-on approach? Founder-led service? Find THAT thing—and bake it into your copy all across your site. Repetition builds memory.

At Creative Cycle, for example, we say: "We're small by design so that we can be close to you, move quickly, and care about the outcomes."

5. Don't shy away from personality.

Humor. Sass. Warmth. Simplicity. Seriousness, even as it can be a tone, is deliberate. The aim is to be different, not dramatic.

Because bland doesn't blend. But real does.

Want help finding your voice? We've written for brands that didn't know what to say or how to say it. We'll make it easier to cut through the noise and connect with the people who matter most to you.

Start the conversation.