Is your copy kind of… flat? Maybe even clever—but still not converting?
In this week’s episode of The Accidental CEO, I sat down with copy strategist and UX wizard Laura Kendrick to talk about the one thing most founders overlook when it comes to their words: clarity. Not brand voice. Not tone. Not even SEO. Just pure, strategic, clarity.
This post is your no-fluff breakdown of the conversation—because let’s be honest, your copy should be doing more than sounding good. It should be working for you.
The #1 Copy Mistake Founders Make
Laura dropped this truth bomb early:
“Copy without strategy is worthless.”
Most founders write like they’re still proving themselves to peers instead of connecting with real buyers. If you’ve ever written a clever email that got compliments but no clicks—you know exactly what she means.
Your Copy’s Job? Move People.
Your goal isn’t to sound smart. It’s to:
- Convert (clicks, signups, sales—whatever your CTA is)
- Build trust and resonance
- Guide ideal clients toward action
If your copy isn’t doing that? It’s costing you.
What the Heck is UX Copy (and Why It Matters)
UX (user experience) copy isn’t just about pretty buttons. It’s about how your customer flows through your site or content. Laura explains:
“It’s not a digital business card—it’s a roadmap.”
Here’s how to think about UX copy:
- Start where they are: What do they know when they land on the page?
- Guide them: What do they need to know to move forward?
- Move them: What action do you want them to take?
If your homepage, sales page, or even your about page isn’t walking people down that path—you’re losing them. Period.
Clarity Is a CEO’s Best Decision Filter
Nata and Laura aligned on this: clarity isn’t just a copy tool—it’s a leadership tool.
When you’re clear on:
- Who you serve
- What you do (and don’t do)
- What your brand stands for
- Where your business ends and you begin
…every business decision gets easier.
“Once you have that level of clarity, it becomes your North Star. You stop questioning everything.”
That means easier launches, faster “no” responses to the wrong collabs, and zero guilt about repelling the wrong-fit people.
Copy That Converts Doesn’t Come from Templates
Look, we love a good swipe file. But Laura made this clear:
“You can’t copy/paste someone else’s success.”
Your business is unique. Your values, your voice, your offers—they all matter. That means your messaging has to come from you, not a plug-and-play template.
Before you write anything:
- Define your brand voice (no, not just “fun but professional”)
- Get your messaging dialed (what you stand for + what your people need)
- Gather real voice of customer data (aka, what your people actually say)
When You Get It Right? It Feels Like Magic
Laura put it perfectly:
“The right people will feel like they’ve landed. Like they can exhale.”
That’s the vibe. You’re not shouting into the void—you’re speaking directly to the person who’s ready to buy, grow, and work with you.
Clarity builds trust. Trust builds conversions.
And bonus? You stop attracting the wrong people.
Invisible Friction Points That Kill Your Launch
Laura also gave us this checklist of common launch killers:
- Rushing the timeline with no real runway
- Borrowing someone else’s launch plan without adjusting for your audience
- Skipping pre-launch nurture (or doing it 2 weeks before…not enough)
“You can only throw spaghetti at the wall for so long before your energy runs out and your bank account empties.”
So true. Don’t just plan a cart open date—map your entire launch arc:
- Grow → Nurture → Pre-launch → Launch → Post-launch
That’s how you create momentum instead of stress.
Bonus: Hospitality as a Strategy
Laura is launching a free mini podcast on how to fold hospitality and graciousness into your marketing—because generosity is still a winning strategy.
(Think: “Unreasonable Hospitality” for your emails, website, and client journey. We’re obsessed.)
Link coming soon—stay tuned.
Final Takeaway: Clarity Wins Every Time
Whether you’re:
- Rewriting your website
- Planning a launch
- Refining your messaging
- Saying no to a misaligned collab
Start with clarity. It’s not a luxury. It’s the foundation.
“People don’t buy because you’re clever. They buy because you’re clear.”
Couldn’t have said it better.
Want More?
- Laura Kendrick on Instagram | https://www.instagram.com/cheekycopy/
- Cheeky Copy | https://www.cheekycopy.co/
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