The words around us constantly influence our decisions. For example, seeing a bold “SALE” sign in a store window might pull you inside. A coffee shop promoting a seasonal drink as “limited time only” could tempt you to try it over your usual order.   

In crowded, competitive markets, how you communicate your message matters more than ever. Clear, compelling copy is a powerful tool for standing out—whether it’s through humor, surprise or helpful information. But it’s equally important to know how to adapt your message to the platform you’re using and the audience you’re speaking to. 

Social Media Messaging

Social media is one of the most powerful branding tools available. While these platforms offer freedom and reach, they also come with challenges. Without understanding how users engage—keeping in mind their attention spans, trends and algorithms—your posts may miss the mark.  

Instagram: As one of the most visual platforms, Instagram prioritizes imagery. Keep tile copy minimal and visually cohesive. Captions should be concise and easy to skim—emojis, line breaks and short sentences go a long way. Avoid long paragraphs that cause viewers to scroll past. 

LinkedIn: LinkedIn calls for a more professional and educational tone. Long-form posts are encouraged, but you still need to grab attention in the first two lines due to the “See more” cutoff. Think of your copy as a mini article: lead with value, avoid being too casual and support your credibility with relevance.  

Website Copy

Website copy often requires more depth, but that doesn’t mean more words. Online attention spans are short, and walls of text can overwhelm visitors. Prioritize clarity, hierarchy and usability.  

Your website should:  

• Guide users toward a clear call to action.  

• Speak in plain, compelling language.  

• Use SEO strategically—integrate relevant keywords naturally without sacrificing tone or flow.   

The goal is to help visitors understand who you are and what they should do next, quickly and confidently.  

Print Communication

While digital media dominates, print still plays a key role in branding. Unlike online content, print doesn’t allow for clickable CTAs—so your message must make a strong impact.  

Focus on:  

• A strong, clear headline.  

• Supporting copy that’s scannable and organized.  

• Thoughtful layouts and information hierarchy.  

Remember that your flyer, brochure or postcard might end up pinned to a bulletin board, sitting on someone’s desk or even hung up on a fridge. Make every word count—it might stick around longer than a digital post.  

Before writing your next piece of copy, consider two things: who you’re talking to and where they’re seeing it. The more you tailor your message to the platform and the audience, the more effective it is. Start with a clear core message, reinforce it across formats and make your call to action easy to find—and even easier to follow. 

Last week Greg Asher wrote a great blog on the importance of proofreading. Errors in punctuation and grammar make me twitch, so I completely related. But it got me thinking … what good is proofreading if the writing itself is bad?

Here on the Porch, I am frequently called upon to write, edit, and polish pieces of all sorts. I really love it — writing is my thing. It’s my clarity, my therapy, and my joy. Feeling the way that I do, I am always surprised by the large number of people I encounter that don’t like to write, are terrified to write, or are just not good at it.

Writing is important now more than ever. We communicate digitally through email, text, and social media constantly. And oftentimes what you have written will be what forms a first impression of you. Strong writing skills are critical.

The good news is, you can become a stronger writer. Writing is like a muscle – it needs exercise! The best way to become a better writer is … to write.

Here are some tips to keep in mind:

• You can do it! Don’t overthink it – just get started. You don’t even have to start at the beginning. Get your thoughts on the page and you will quickly find your direction.

• Know who you’re talking to. Your audience will drive your tone and style. You wouldn’t write formally to a friend and you wouldn’t communicate too personally with a client.

• Use your own words. Your writing should sound conversational and it should sound like you. Be authentic.

• Be clear and concise. Avoid buzzwords or filler – they are completely unnecessary. Make your point and make it clear with a strong, active voice. Don’t be passive – be impactful.

• Before you press send, read it out loud. Make sure there are commas where you naturally pause. If a sentence is too long and rambling, figure out a way to shorten it. Not sure about something? Look it up. The Associated Press Stylebook is my compass.

Writing is not something to fear. When done well, it can showcase you in the best possible way. So fall in love with writing! (or you can always call us to do it for you!)