What a fart joke taught me about copywriting
As you know, my name is Cassidy. As you may or may not know, I’m married to a guy named Garrett.
When we started dating, I thought our couple name would be something cute. Like “Carrot.”
But our friends disagreed. They started referring to us as “Gassidy”… and it stuck. For about 10 years now. 🫠
Naturally, I didn’t love the idea of my name being associated with flatulence.
But I decided to roll with it. Because I don’t choose the nicknames people call me. That’s what makes them fun and special.
And now here I am in 2025, receiving wedding invitations addressed to “Gassidy Grigg.” Like the classy lady I am.
The only fart-related gif I have no shame in sharing
How my weird brain connected this to marketing
When I write for clients, it’s tempting to create content that makes them happy — but that’s not always what resonates with their customers.
Instead, I tell them from the get-go that I’m not writing for them. I’m writing for their audience. And they typically see that as a GOOD thing.
Because there comes a time when every marketer has to accept the hard truth:
It doesn’t matter what you think about yourself — only what your buyers think of you.
And by extension: It doesn’t matter if you think your copy is hilarious, genius, or inspiring — it only matters what your audience thinks about it.
Of course, you want to consider your values, your goals, and your industry. And if you’re a solopreneur, your copy should fit your personality.
But your readers and customers are the ones who engage, click, and buy. So they’re the ones who get to decide what works.
Even if it’s something dumb. Like “Gassidy.”
How to speak to your buyers (instead of your ego)
This is one of those marketing things that’s easier said than done. So here are a few tips to help:
✨ Listen to your unfiltered audience: Not just in your reviews or support convos. Start lurking where your audience hangs out online.
Maybe that’s a subreddit, or the comment section of an industry influencer, or even #WeirdLinkedIn. Wherever your customers might be, that’s where you’ll find the most authentic opinions, critiques, and humor.
✨ Have more customer convos: Instead of asking someone to write a review online, hop on a quick call to hear about their experience personally.
You’ll get more authenticity instead of polished, ChatGPT-generated feedback. And you’ll hear the personal stories, small moments, and end results that matter most to the people who love working with you.
(Plus — if you get permission — this doubles as great video marketing material, too.)
✨ Experiment on socials: Once you’ve done some recon, test different tones and approaches on your social profiles. If something pops off, make a note of it and try it again.
As long as you’re not being offensive or totally insane, it’s the perfect low-risk way to see what resonates with your people.
This article was originally shared in my embarrassing, brutally-honest newsletter: Sloppy Copy.
If you want to get totally-transparent copywriting lessons like this every week, pop in your email to join the party. 👇
