Writing Copy That Builds Brand Trust

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

For too long, marketing meant kicking buyers when they’re down. No wonder so many buyers are tuning out. That’s not connection. That’s manipulation. And it leaves people feeling like they’re the problem. While that may be a winning short-term strategy (if you’re into bro marketing, gimmicks, and making people feel like garbage)... here’s what really happens: - It makes people defensive - It shuts the down - And it kills long-term trust When you understand your audience deeply—what frustrates them, what they secretly Google at 2am, what they wish someone would finally say out loud—you don’t need to shame them into buying. You turn why they buy into how you sell. You help them feel seen. You help them feel understood and valued. And you show them a path forward. Example 1: Positioning ❌ Buyers look at your brand and see nothing special, just another option in a sea of sameness. (shuts people down) ✅ If your positioning doesn’t make your difference obvious, buyers will default to the cheapest or most familiar option. (shows truth without blame) ✨ Imagine being so clearly positioned that the right clients see you as the only choice, not just another option. (shows possibility) Example 2: Messaging ❌ You stumble through every introduction and it’s obvious you don’t know how to explain your own business. ✅ Clarity converts. If people can’t say back what you do, your message is blocking the sale. ✨ Imagine introducing yourself and having people immediately understand what you do and why it matters to them. Example 3: Copywriting ❌ You spent thousands on a website and if it isn’t driving sales, proof you wasted your money. ✅ A beautiful website gets attention, but without the right words, attention doesn’t turn into clients. ✨ When your copy reflects what your buyers care about most, design and messaging work together to build trust and drive sales. The ❌ makes people shrink. The ✅ makes them think. The ✨ helps them see possibility. That’s the shift. Because bold ≠ loud. Bold is naming the truth your buyers already feel and then leading with empathy. The words you choose either create connection or shut it down. That’s why I believe in connection over conversion. Because when you build messaging on empathy, clarity, and truth, you don’t need to twist the knife. You build trust. And trust is what gets people to choose you. So let me ask you: What’s the biggest pain point you hear from your clients? Bonus points if you want to try it: Take that pain point and rewrite it: ❌ the bad version that shuts them down ✅ the bold truth without blame ✨ the possibility they want most. Drop it in the comments if you want feedback. I’d love to see what you come up with.

A client recently told me, “We’ve always done things this way, but now nothing’s clicking. What changed?” The answer is simple: The market evolved. Customer behaviors shifted. But their strategy didn’t adapt. Once we reevaluated their strategy, we made some key adjustments, and the impact was immediate: engagement spiked by 35%, inbound leads doubled, and they secured their largest deal to date. B2B doesn’t have to be cold or formulaic. Sales and marketing should never feel like a one-sided pitch. They’re about building authentic, human connections. I like to call this the “Connection-Driven Growth Approach.” Here’s how you can apply it: 🔸Listen First, Talk Later • Instead of pushing your message right away, start by listening to what your audience needs and struggles with. • Understand their challenges to craft a solution that resonates. How this helps: Builds trust and helps you tailor your messaging to what actually matters to them. 🔸Be Transparent and Authentic • Show your true values by sharing behind-the-scenes content, and admit when things go wrong. • Let your audience see the human side of your brand—people connect with authenticity. How this helps: Builds rapport and makes your brand more relatable and trustworthy. 🔸Share Stories, Not Just Stats • Use stories that showcase how your product or service makes a real difference in people’s lives. • Focus on the emotional connection your product creates, not just features. How this helps: Makes your brand more memorable and emotionally engaging, fostering a deeper connection. 🔸Engage in Meaningful Conversations • Don’t just broadcast—respond to comments, ask questions, and participate in discussions. • Show genuine interest in your audience’s opinions and experiences. How this helps: Encourages more engagement, builds relationships, and helps turn followers into loyal customers. 🔸Focus on Value, Not Sales • Share helpful tips, educational content, or useful resources before ever trying to sell. • Provide real solutions to your audience’s problems, not just your product. How this helps: Builds trust, adds value to your audience’s lives, and leads to long-term relationships that convert into sales. The truth? Growth doesn’t come from pushing products. It comes from fostering relationships and delivering real value. What’s one way you’re building connections in your marketing right now? Drop a comment! ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.