Social Media Decoded

Episode: Why Your Words Aren’t Converting (And What to Do Instead)

Host: Michelle Thames
Guest: Lucy of My Write Hand Woman (Copywriter, Messaging Strategist, Host of Unicorn Messaging Podcast)
Date: September 1, 2025

Episode Overview

In this episode, Michelle Thames delves into the art of copywriting and brand messaging with Lucy, a sought-after copywriter and messaging strategist. Together, they unpack why business owners’ words often fail to convert—and exactly what to do differently. Lucy shares actionable insights for crafting captivating messaging, common copy missteps, and her core methodology for creating “unicorn messaging” that positions brands as unforgettable.

Key Topics & Insights

1. The Real Reason Messaging Falls Flat

(From 01:36 – 02:47)

• Many entrepreneurs believe they need to be more charismatic or better writers to have “spicy” messaging.
• The secret isn’t more personality but more specificity.
• Quote:

  “When you get hyper specific… paint this sensory experience, you will be amazed how much easier it is to stand out.” – Lucy (02:22)

2. The Myth of "Boring" Brands and Offers

(02:47 – 03:38)

• No person or offer is actually boring—only the presentation is.
• If your copy bores you, it’ll surely bore your prospects.
• Quote:

  “If you’re bored by your own copy, you need serious help because a lot of people are going to be bored by your copy.” – Lucy (03:11)

3. The “Exact Factor” and Crafting a Core One-Liner

(03:38 – 05:36)

• The “exact factor” boils your entire message into one concise sentence (the “one liner”) for bios, headlines, intros, etc.
• Lucy’s approach:
  • Avoid vague “empowering” statements.
  • Define your “dismantle”: What are you challenging or changing in your industry?
  • Clarify your method: How specifically do you get clients from pain to solution?
  • Merge it with brand voice.
• Quote:

  “The link, the method, is how you actually get them from problem to solution… not just problem and solution.” – Lucy (05:03)

4. The 3 Biggest Copywriting Mistakes Costing You Conversions

(05:36 – 08:01)

• Being general: Lacks sensory detail, feels bland, does not connect.
• Rambling: Overly long sales pages or information overload repel readers.
• Holding back: Shifting into “corporate” or awkward sales mode breaks authenticity.
• Quote:

  “Being general is like the quickest train to vanilla town.” – Lucy (06:43)
  “By you selling and turning into this different person during launch week, you’re freaking out your audience…” – Lucy (07:50)

5. Strategic Placement for Buy Buttons and Offer Details

(08:01 – 09:21)

• Place buy buttons throughout your sales pages—up top for quick wins, sprinkled in, and at the end.
• Save detailed offer specs for the bottom, especially for high-ticket items.
• Quote:

  “I put buttons everywhere. I’m sprinkling them on every section.” – Lucy (08:44)

6. Clarity > Creativity in Sales Copy

(09:21 – 10:29)

• Flashy creativity means nothing without clear communication of the offer.
• Anchor copy in what you’re selling and the transformation promised, then layer creativity on top.
• Quote:

  “You can turn your offer into a Greek goddess portal…and people will be like ‘Oh, what a cool offer’—and then never buy from you.” – Lucy (09:57)

7. Pre-Writing Tip: Get Internal Clarity

(10:50 – 11:44)

• Have a “session with yourself,” voice record what you WANT to say, and use AI like ChatGPT to mirror and clarify your thoughts—not to generate the copy.
• Quote:

  “I use ChatGPT to mirror back my verbal thoughts all the time. It’s one of the most underrated usages of AI.” – Lucy (11:06)

8. How to (and How Not to) Use Templates

(11:44 – 12:51)

• If a template resembles a Mad Lib, it reduces your authentic voice. Use tools to get unstuck, not to replace your uniqueness.
• Find your “gray area” between blank-page paralysis and rigid templates.
• Quote:

  “The more structure you have, the more limitations you have.” – Lucy (12:26)

9. Unlocking Your Brand Voice & “Unicorn Messaging”

(13:26 – 14:48)

• “Unicorn messaging” = you become a “category of one”—unique, uncopyable, and impossible to ignore.
• Key ingredients:
  • Specificity
  • A strong POV (“the dismantle”)
  • Brand voice blending opposing or offbeat traits to sound human
• Quote:

  “If you can talk about those [unique differentiators], then everyone’s going to close all of the other tabs.” – Lucy (14:27) “Create dissonance in your brand voice…a brand voice that has neutral, negative, and positive adjectives, your brand voice actually sounds human.” – Lucy (14:33)

10. Discovering Your Messaging Superpower (Quiz)

(15:58 – 17:06)

• Lucy’s “What’s Your Messaging Superpower?” quiz diagnoses your natural strengths, gaps, and offers a detailed, actionable report (not just “Buzzfeed fluff”).
• Quote:

  “You get this whole report on all the different ways you can utilize your superpower instead of just this fluffy Buzzfeed quiz…” – Lucy (16:45)

11. Keeping Messaging Consistent Across Platforms

(17:55 – 18:53)

• Consistency requires clear, documented messaging guidelines—Lucy builds “brand messaging decks” for clients.
• Centralize your core messaging elements (one-liner, mission, differentiators, brand voice, etc.) to pull from for all mediums.
• Quote:

  “If you never standardize, this is how our brand talks… you’re going to have this pretty but disconnected brand.” – Lucy (18:41)

Notable Tips & Memorable Quotes

• On specificity:

  “Being general is like the quickest train to vanilla town.” – Lucy (06:43)

• On copy that sells:

  “You can have as many sections as you want… but keep those sentences really short. Only say what you need to say.” – Lucy (07:20)

• On being yourself:

  “By selling and turning into this different person during launch week, you’re freaking out your audience, and you’re actually sabotaging your own sales.” – Lucy (07:50)

• On finding your brand voice:

  “When you can have these adjectives that don’t seem like they play well together, but you find a way to write in a brand voice that has neutral, negative, and positive adjectives, your brand voice actually sounds human instead of some manufactured thing.” – Lucy (14:33)

• On consistency:

  “If you don't have any standardized place… you’re going to be following trends, hoping for the best, and not have a centralized place.” – Lucy (18:15)

Resources & Invitations

• Lucy’s “What’s Your Messaging Superpower?” Quiz: [Link in show notes]
• Core Messaging Workbook: [Link in show notes]
• ‘Exact Factor’ Sprint & $50 Off Code: Use “DECODED” for Lucy’s one-liner workshop.

Connect with Lucy:

• Instagram: @myrighthandwoman
• Website: myrighthandwoman.com

Episode Highlights by Timestamp

• 01:36 – Introduction to Lucy & what makes copy convert
• 02:04 – The power of specificity in messaging
• 03:38 – The “exact factor” and creating your one-liner
• 05:36 – Top three copywriting mistakes costing conversions
• 08:41 – Where to put buy buttons and how to recap offers
• 09:33 – Why clarity beats cleverness and how to prioritize it
• 10:50 – Using voice memos and AI to clarify your own messaging
• 11:44 – Pros & cons of copywriting templates
• 13:26 – How to become a “category of one” in your industry
• 15:58 – Lucy’s quiz to identify your messaging superpower
• 17:55 – Keeping your messaging consistent across every channel

Summary

Lucy’s masterclass on messaging reveals that copy that converts is built on clarity, specificity, and a voice that truly sounds like you—not a template. She demystifies the process of writing copy, emphasizing practical steps any entrepreneur or creator can take to craft messaging that stands out, resonates, and converts across all platforms. For actionable resources and community, listeners are invited to use Lucy’s quiz, workbook, and one-liner sprint.

For more gems and resources, visit the show notes and connect with Lucy and Michelle on Instagram!