Think about your middle school lunch table when you write copy.

Remember middle school lunch tables?

There was an unspoken science to choosing where to sit and who to sit with. You scanned the room for your people, the ones who’d save you a seat, share their snacks, or at least not roast you for your off-brand jeans.

As adults, we are still choosing where to “sit” while building our businesses and brands. Now, our choices are limited to social posts, email newsletters, and blog posts, rather than seats in the cafeteria.

Your content is your lunch table. Your ideal clients are walking the digital halls looking for a seat that feels like a fit.

Do you write copy that makes people want to sit with you?

Set The Table With The Right Tone

Tone is everything.

People gravitate toward content that feels like them, not stiff or overly polished. They prefer approachable, confident, and honest. You don’t need to write like you are texting your best friend (unless that is your brand), but your copy should feel like a warm conversation, not a cold lecture.

Try this:

Take one of your LinkedIn posts and read it out loud. If it sounds robotic, rewrite it like you’re explaining the idea to a colleague over coffee. 

A few contractions (‘you’re’ instead of ‘you are’), short sentences, and a natural rhythm go a long way in sounding like someone worth sitting with.

Speak With Your Audience, Not At Them

Remember the lunch table loudmouth who always made it about themselves? Every story, every brag, every joke: all roads led back to them.

Don’t let your brand become that person.

Instead, focus on your reader’s world. Show them that you understand what they’re dealing with before you tell them how brilliant you are.

  • Use “you” more than “I.”
  • Ask questions that invite reflection or engagement.
  • Be empathetic and generous before you make a pitch.

Instead of saying, “I offer strategic content that drives conversion,” try: “Tired of throwing content into the void and hoping it sticks? Let’s talk about how strategic messaging turns visibility into real results.”

Ditch The Inside Jokes And Industry Jargon

Sitting at a lunch table where everyone speaks in code you don’t understand is an instant regret. The same thing happens when you pack your copy with acronyms, buzzwords, and language your audience doesn’t use in real life. 

Don’t assume people know what “value ladder,” “rev ops,” or “white-label solutions” mean. Even if they do, ask yourself: is that how they’d describe it?

Your goal when you write copy isn’t to sound smart; it is to make your reader feel smart.

Explain clearly, use examples, and never make your audience feel like the last kid picked for dodgeball.

Invite Them To The Lunch Table

The most magnetic brands aren’t necessarily the loudest; they’re the ones who create space for others. 

They invite participation, make people feel seen, and leave room for a nod, a “me too,” or a “wow, I’ve been there.”

Your copy should create the same feeling.

Write copy that connects like:

  • Sharing a short, vulnerable story before a tip.
  • Ending posts with an open-ended question.
  • Reflecting your audience’s thoughts to them before presenting a solution.

Your audience isn’t looking for a savior. They are looking for a guide who gets it.

Is Your Copy A Lunch Invitation Or A Lecture?

When you write copy, ask yourself:

  • Would I want to sit with this brand at lunch?
  • Does this copy feel like a handshake or a shove?
  • Would my ideal client feel safe, seen, and supported here?

Here is the truth:

People don’t hire experts JUST for their brains.

They hire the ones they feel a connection with.

The ones who write like a person, not a pitch.

The ones who save them a seat at the table.

Homework

Pull up your LinkedIn About Section, latest blog post, or website homepage.

Read it through your middle-school lunch table lens.

Would you sit with yourself?

If not, rewrite the invitation. Your dream clients are looking for somewhere to land.

Are you ready to write copy at the cool table? If your messaging feels more like detention than an invite, let’s fix that. I help professional service providers write copy that builds connection, credibility, and authority without sounding like a robot or a resume. Contact me today for a complimentary Coffee Chat.