The performative copy ick

Anyone who’s ever worked with me knows I can get hung up on one sentence.

Not because the sentence is wrong — but because it feels like it’s trying to sound right.

The subtle “ick.”

The sentence that’s just a bit too pleased with itself.

It’s performative copy.

Copy that’s aware of itself — like someone speaking on stage, more focused on how they look than what they’re saying.

It says things like:

“We care deeply about our customers.”

“We’re passionate about delivering value.”

“Together, let’s reimagine what’s possible.”

And it's usually:

> Trying to sound warm, inspiring, or polished.

> Leading with emotion instead of utility.

> Using abstract concepts (“value,” “innovation,” “impact”) instead of specifics.

Performative copy doesn’t trust the content to speak for itself. So it tries to sell the vibe of meaning, instead of delivering actual meaning.

And often, it comes from insecurity.

It’s what happens when we’re not sure what we really want to say, so we just fill the space with confidence signals.

And I can’t move on.

Because the tone is doing more work than the content, and the sentence is more about how it sounds than what it says.

The reader feels it, even if they couldn’t explain why.

Clear copy, on the other hand, doesn’t need applause. It just needs to be understood.

Like an exhausted product manager, it’s not trying to be the hero. It’s just trying to get the right thing built, with the least confusion possible. It doesn’t need to declare its value — it just delivers it.

Performative:

“We’re thrilled to unveil a revolutionary new platform that redefines what’s possible.”

Clear:

“We’ve launched a new platform designed to reduce setup time and simplify your workflows. Here’s what’s new.”

You can feel the difference.

Performative copy is always nudging you to feel something: “This is exciting! This is meaningful! This is human! Wow!”

Clear copy is quietly competent. It lets you decide how to feel based on what’s useful, respectful, and well-explained.

The most dangerous thing about performative copy? It rarely sets off alarm bells.

It passes spellcheck. It reads fine. It ticks boxes.

But it’ll usually sound like its been edited too many times and owned by no one (which is usually the case). And in B2B, where most buyers are already sceptical and overloaded, clarity is credibility. If your copy sounds like it’s performing, people will assume your product is too.

So, that one silly little sentence I won’t give up on? That’s usually where the trust gets built, or broken.

And the words that feel most effortless? They’re usually the ones someone sweated over.