The Copywriter's Guide to Saying What Everyone’s Thinking

It occurred to me the other day while I was reading through another sea of seemingly AI-mass produced drivel on LinkedIn.

Why don’t more people just say what they’re thinking?

I always find those are the posts that actually make me stop in my tracks, read, listen, remember. Because, to be honest, they point out the obvious, but that’s what makes me connect with them. It’s even more effective in industries that usually like to keep things quite vanilla, because audiences aren’t expecting to hear it. 

Whether it’s calling out industry nonsense, saying what your customer really wants to hear, or injecting humour where others would play it safe – honesty resonates. And when done well, it sells.

Here’s your guide to saying what everyone’s thinking, and making it work for your business.

Why saying the obvious is so powerful

We often assume good copy has to be clever, slick, poetic, or full of fancy metaphors. But sometimes the trick really is to just tell the truth. 

It names the thing people are feeling, cuts through the waffle, and helps people identify their issues in your copy. So, for example:

• “Your to-do list is out of control.”

• “This isn’t your first website redesign, and you’re already dreading it.”

• “You didn’t leave your 9-5 to work more hours and earn less.”

You read it, and you find yourself nodding along. Because it’s more realistic than a lot of the other stuff you’re reading.

How to tap into what people are actually thinking

1. Listen before you write

The key to saying what people are thinking is to listen to what they’re saying.

Look at:

• Customer reviews and testimonials

• Sales call transcripts

• Comments on social posts

• Forums or Reddit threads in your client’s niche

• Your own DMs or emails from leads

These are where you’re going to get a real goldmine of real, emotional, and sometimes brutally honest language. Your job is to scoop it up, polish it a little, and use it with purpose.

2. Write like you’d talk to a mate

This isn’t about dumbing it down – it’s about levelling with your reader. Be direct. Be warm. Ditch the jargon and the marketing fluff.

Sometimes I write a line and then ask myself, “Would I actually say that to someone?” If the answer’s no, I rewrite it.

3. Call out the elephant in the room

If there’s an objection, fear or frustration your audience has – name it. Your reader doesn’t want you to pretend everything’s perfect. They want to know you get it.

For example:

• “We know – nobody reads blogs anymore, right? Except they do (you’re reading this one).”

• “Another email campaign? Yes. But this one’s actually worth your time.”

You’re on their side. That’s what builds trust.

When to not say what everyone’s thinking

OK, time for a quick caveat. There’s a difference between honest and harsh. If you’re saying what everyone’s thinking just to be controversial or edgy, it can backfire. Especially if it punches down, alienates people, or sounds smug.

Be bold, but be kind. Be funny, but not mean.

How this makes you a better copywriter

When you learn to name the unspoken stuff, you become the person who “just gets it.” And your clients will love you for it.

It shows:

• You understand their audience on a deeper level

• You’re not afraid to take a stance or add personality

• You can turn vague ideas into sharp, punchy copy that works

It also makes your own content stronger. Whether you’re writing LinkedIn posts, blog intros, or your own sales page – this approach builds trust fast.

TL;DR: say the thing

If you’ve ever written a line and thought, “Can I really say that?” – the answer is probably yes.

Saying what everyone’s thinking:

✅ Feels authentic
✅ Creates connection
✅ Cuts through the noise
✅ Builds your personal brand
✅ Helps your clients stand out

So next time you’re writing and you find yourself dancing around the point – stop. Say the thing.

And if you’re a business owner reading this and thinking “I wish my brand sounded like this…” – that’s where I come in.

I help brands find their voice, speak with confidence, and say what everyone’s thinking (without losing their edge). Ready to stop playing it safe? Let’s chat.