One of the first rules of copywriting is to say what you mean. Be clear, be direct—or risk being misunderstood. But today, meaning is more subjective and short-lived than ever. The same line can hit differently depending on the reader. And what felt current yesterday can feel cringey tomorrow.
So, how do you say what you mean when meaning keeps moving?
Spoiler: It’s not about choosing safe words and blanding your message. Brands win when they understand how words are read. Here’s the reality we’re writing into.
Subtext doesn’t scale
Today, meaning is shaped by micro-communities, creators, fandoms and algorithms as much as personal experience. Messages that hint, wink or imply are an invitation for interpretation. Nuance works when understanding is already shared. But mass communication—advertising and brand messaging—depends on clear, plainspoken language.
Words have expiration dates
Language ages fast. By the time a trend is common enough to reference, it’s already peaked. (I’m looking at you, girlboss.) Grounding your message in specifics, substance and concrete brand truths is the most durable move you can make. Instead of relying on borrowed relevance or cultural moments, it builds credibility that sticks.
Blind spots—you have them
If the meaning feels obvious, that’s a red flag. It signals that you’re writing from your own context and assuming the reader will meet you there. (And we all know what happens when you ass-u-me.) Run your message by people who don’t share your age, gender identity, culture or lived experience. An Obvious Test forces you to check your blind spots and earn understanding rather than expect it.
Voice is the only constant
Our brains register tone before we process words.1 A clear, defined brand voice isn’t optional—it’s integral. When interpretation varies, voice gives people a way to read you before they read your words. It won’t stop misfires, but it dramatically improves the odds your intention comes through. And in the age of AI, it’s also the clearest proof there’s a human behind the message.
The takeaway
People want to be seen and understood. It’s human nature. Why subtext breaks, why “obvious” backfires, why voice matters—they all point to same truth. Meaning isn’t delivered. It’s decoded. And that’s the real challenge for writers.
Our craft is no longer about turning a clever phrase—it’s about making the unmistakable truth land. It can hamper creativity or it can push it. In a world where interpretation does the deciding, the sharpest writing isn’t the flashiest. It’s the simplest.
1 - Human Brain Mapping, 2020; Neuroscience & Biobehavioral Reviews, 2021; Trends in Cognitive Sciences
Michelle Duda is Group Director of Brand Communication at global brand consultancy Siegel+Gale. With 25+ years of experience across advertising, marketing and branding, she helps businesses find their voice and make it heard.
One of the first rules of copywriting is to say what you mean. Be clear, be direct—or risk being misunderstood. But today, meaning is more subjective and short-lived than ever. The same line can hit differently depending on the reader. And what felt current yesterday can feel cringey tomorrow.
So, how do you say what you mean when meaning keeps moving?
Spoiler: It’s not about choosing safe words and blanding your message. Brands win when they understand how words are read. Here’s the reality we’re writing into.
Subtext doesn’t scale
Today, meaning is shaped by micro-communities, creators, fandoms and algorithms as much as personal experience. Messages that hint, wink or imply are an invitation for interpretation. Nuance works when understanding is already shared. But mass communication—advertising and brand messaging—depends on clear, plainspoken language.
Words have expiration dates
Language ages fast. By the time a trend is common enough to reference, it’s already peaked. (I’m looking at you, girlboss.) Grounding your message in specifics, substance and concrete brand truths is the most durable move you can make. Instead of relying on borrowed relevance or cultural moments, it builds credibility that sticks.
Blind spots—you have them
If the meaning feels obvious, that’s a red flag. It signals that you’re writing from your own context and assuming the reader will meet you there. (And we all know what happens when you ass-u-me.) Run your message by people who don’t share your age, gender identity, culture or lived experience. An Obvious Test forces you to check your blind spots and earn understanding rather than expect it.
Voice is the only constant
Our brains register tone before we process words.1 A clear, defined brand voice isn’t optional—it’s integral. When interpretation varies, voice gives people a way to read you before they read your words. It won’t stop misfires, but it dramatically improves the odds your intention comes through. And in the age of AI, it’s also the clearest proof there’s a human behind the message.
The takeaway
People want to be seen and understood. It’s human nature. Why subtext breaks, why “obvious” backfires, why voice matters—they all point to same truth. Meaning isn’t delivered. It’s decoded. And that’s the real challenge for writers.
Our craft is no longer about turning a clever phrase—it’s about making the unmistakable truth land. It can hamper creativity or it can push it. In a world where interpretation does the deciding, the sharpest writing isn’t the flashiest. It’s the simplest.
1 - Human Brain Mapping, 2020; Neuroscience & Biobehavioral Reviews, 2021; Trends in Cognitive Sciences
Michelle Duda is Group Director of Brand Communication at global brand consultancy Siegel+Gale. With 25+ years of experience across advertising, marketing and branding, she helps businesses find their voice and make it heard.
Further Reading
