If you wrote your own website copy, you’ve already made one of the most expensive mistakes in your business.
Copy is not a pitch. It’s a mirror.
If your website sounds like a pitch, you’ve already lost.
The best-performing websites don’t try to convince – they reflect. They make the customer feel like you read their mind. Katelyn Bourgoin, one of the world’s top buyer psychology experts, calls this the “curse of knowledge.” As the founder of Customer Camp, she’s interviewed hundreds of startup founders and found a clear pattern:
The more a founder knows about their product, the worse they are at explaining it.
Because they don’t write from the outside in – they write from the inside out. And it makes even the best products sound confusing, technical, or self-important.
You built something brilliant. So why does it feel impossible to explain it?
Because you’re writing like a founder. Not like your customer.
You’re selling features. They’re buying a feeling.
Founders love listing product specs and features. They list bullet points like a resume and hope something sticks. They think, “If I just show everything, the value will be obvious.”
But customers don’t buy products. They buy outcomes. They buy transformations. They buy how your product makes them feel.
You’re not selling collagen – you’re selling glowing skin. You’re not selling cold plunges – you’re selling reduced anxiety and mental clarity. You’re not selling tech – you’re selling time, control, confidence.
Great copy translates between what the product does and what the customer gets.
Feelings convert. Features don’t.
Obsession clouds clarity. Especially when you’re the founder.
You’ve lived every decision, every feature, every pixel. You’ve poured yourself into this product. And that’s exactly why you shouldn’t be the one writing the copy.
Founders over-explain. They try to impress instead of connect. They focus on what they’re proud of – not what the customer actually cares about.
Your obsession makes it harder to see your product like a new visitor would. And in the attention economy, that first impression makes or breaks conversion.
If you’re still the one writing the copy, you’re probably still in the weeds.
You built the thing. Let someone else explain why it matters.
Your customer is not you – and that’s the whole point.
You get it. You know the category. You’ve seen the vision.
Your customer hasn’t.
They’re tired. Distracted. On the fence. And they’re asking questions you don’t even hear anymore:
What is this? Who is this for? Why should I care?
If your copy doesn’t answer those questions instantly – they leave. This is why founder-written copy underperforms. You’re writing to someone who thinks like you. But your customer isn’t you. And never will be.
You don’t need to persuade them. You need to sound like you already understand them.
Copy is not a pitch. It’s a mirror.
(Yes, I’m saying it again – because it’s the whole point.)
The copy that converts best doesn’t feel like copy at all. It feels like truth. Like relief. Like “Finally – someone gets it.”
You don’t get that by being clever. You get it by being clear. Clear about who you’re talking to. Clear about what they want. Clear about how your product changes something for them.
You can’t do that if you’re still writing from your own brain. You’re the builder. But you’re not the mirror.
Obsess over the product. Delegate the persuasion.
Your job is to build something worth believing in. To solve a problem worth solving. To obsess over getting it right.
But the moment you try to do the explaining too – you bottleneck your own growth.
Your copy doesn’t need to sound like you. It needs to sound like your customer. And until it does, your homepage is just getting scrolled past.
You made the thing. That was the hard part. Now let someone else sell it.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.