How To Speak About Yourself Without Boring Your Reader
Common copywriting advice says, “Make it about them, not you.” And I agree.
But what if you want to talk about yourself in a funny, engaging, and interesting way?
Here’s how to do it the right way…
The trick: Be self-referential in your copy.
It’s a copywriting trick of referencing the product, brand, or copy within the copywriting itself.
I know…I know.
It seems a little confusing right now, but it will get better because I will explain it with examples.
How to be self-referential? Personification.
It’s a literary device used to bring life to the lifeless.
Meaning… It’s a trick where you describe non-living and inanimate objects in the same way you describe living things.
Think about a speaking t-shirt or an animal. Or think about two mountains talking to each other. Or a movie like Toy Story.
By personifying objects, concepts, or animals, you, as a copywriter, can bring them to life, making them more relatable and memorable.
2 Examples for You
1. Oatly
This copy makes you feel like the copywriters at Oatly are directly talking to you.
There are no features, benefits, offers, or “usual” copywriting checklists completed here.
But it works because it is human. In the purest form.
2. Lion Matches
This ad is not from Lion Matches. It’s from a single match from Lion Matches. Speaking directly to you.
Like it’s not a matchstick but a real person.
And this matchstick is telling you why to buy it. That’s being self-referential.
Geddit? Good.
Now…here are 3 Tactics for You
1. Become Copy-environment-friendly
You saw how that Oatly ad was on a physical billboard, right? Well, that environment made it easier to write a copy like that.
But if it was an email, it could start with something like, “We wrote a subject line like that so we can be sure you’d open it for sure.”
If you know EXACTLY what medium you’re writing copy for, it becomes easier to be self-referential.
2. Build Anticipation
Use this tactic to reward your reader’s engagement. Let’s say they’ve already read 5–6 lines of your copy.
You can say something like, “You’ve already read till here? Wait till you read this next paragraph because it gets even better.”
3. Make it Personal
Use words like “You” & “Your” throughout the copy to make it feel like a 1:1 conversation.
Example: “If you’re reading this newsletter right now — it means you’ve entered my secret club and I’m happy to welcome you INSIDE.”
This is a great way to speak about yourself in copywriting by engaging yet without boring your reader.
