How to Sound More Confident in your Copy. (and why it matters!)

By Rachel Medlock

So here we are, a fresh start in 2025, and the phrase “be more confident” is popping up all over New Year’s resolution lists. Now, I’m not the biggest fan of resolutions (let’s be real – how many do we actually stick to?), but I can get behind the idea of stepping into the year with more confidence, especially when it comes to how your business shows up in the world. Confidence isn’t just about how we carry ourselves in person; it’s also about the words we put out there – words that are often the very first impression someone has of your business.

Studies show that the average time a visitor spends on a webpage is a mere 52 seconds. That’s less than a minute to grab their attention, make a positive impression, and make them feel like, “Yep, I’ve found the one!”

So, how do we do that? With words that ooze confidence. Let’s explore four ways to make your copy sound confident AF in 2025.

1. Replace “IF” With “WHEN” And Own Your Expertise

“If you book a consult…” Nah, let’s not be shy. You’re an expert – so write like one!

‘If’ leaves the door open for doubt. It sounds like a maybe, a ‘take it or leave it’ or the dreaded “I’ll book online at home” situation.

But “WHEN you book a consult…”? Now that’s confidence. It’s assertive, confident, and suggests that booking with you is a no-brainer.

Clients are drawn to confidence because it makes them feel secure in their investments. You know your treatments work and the transformations you deliver, so let your words reflect that. Assure them that when they choose you, they’re in expert hands.

2. Consistency Builds Trust, And Trust Brings Bums on Beds

In today’s market, where clients are more attuned than ever to authenticity, consistency is key to building loyalty and trust, and this extends to how you sound as a brand.

Consistency in tone of voice across all touchpoints is like nailing the perfect formulation for a confident, memorable brand. How you sound on social media should align seamlessly with the tone on your website, blog, and emails and match the vibe in your physical space.

Imagine building a bold, “badass skin expert” persona online, only for clients to walk into a tranquil, spa-like atmosphere with Enya on repeat. It creates a disconnect, leaves your client with expectation whiplash and a brand that looks like it’s going through an identity crisis.

A strong, congruent tone of voice across every channel helps create a clear, trustworthy identity. When clients encounter a consistent brand personality, from the first social post they see to the vibe they feel in your space, it builds credibility and deepens their connection to your business. In a world where clients are more brand-savvy than ever, this alignment is essential. Be the brand they can rely on in treatment and words.

3. Cut The Waffle – Clarity Over Filler

Remember back in school when you’d fluff up your essays with extra words just to hit that word count? Yeah, leave that habit in the past. In marketing, brevity is a superpower. If you can say something in a concise, no-fluff way, do it.

Confident copy is clear copy, and clear copy gets results.

Think about it like this: you wouldn’t give your clients homecare instructions that sound like a science lecture, right? You’d never say, “Apply L-ascorbic acid to defend against unpaired electrons causing oxidative stress and collagen degradation.” Instead, you’d say something like, “Use your Vitamin C serum in the morning to brighten and protect your skin.”

It’s the same with your copy. Get to the point and tell the person what you need them to do.

There’s a misconception that concise copy is somehow cold or blunt, but clarity doesn’t have to come across as rude. ‘Cutting the waffle’ simply means valuing people’s time by giving them straightforward, actionable information. When your brand has a confident, consistent tone of voice, you can tell clients exactly what they need to know (like booking a consultation on your website) in an aligned and inviting way.

4. Know Who You’re Talking To (And Speak Their Language)

The more you try to speak to everyone, the more you speak to no one. Your clients aren’t just numbers or appointments – they’re people with real dreams, struggles, and desires. Behind every booked slot in your calendar, a person has chosen you to help them feel better about their skin, confidence, or wellbeing.

It’s up to you to speak directly to them. Tap into what makes them tick, what they’re worried about, and what they’re hoping for. When you write copy with them in mind, you’re crafting a message that resonates. And as you get to know your ideal clients better, your confidence will naturally shine through in your words – because you’re no longer guessing. You’re speaking to someone you understand.

Ultimately, sounding confident in your copy is about trusting your expertise, staying consistent, being clear, and connecting with your people. Make it your mission this year to let your words reflect the passion and skill you bring to your work. Your clients deserve it, and honestly? So do you.

@rachelmedlockcopywriting