Have you ever stared at a blinking cursor, knowing what you want to say… but not quite sure how to say it in a way that actually connects with your audience?
Today’s episode is packed with gold, especially if you’ve ever wondered how to make your copy feel more you—more clear, more compelling, and more human.
I’m joined by Jill Pavlov, a copywriter, brand strategist, and improv coach who helps entrepreneurs stop sounding like everyone else and start sounding like the best version of themselves. She’s got a background in comedy, and a no-fluff approach to messaging that truly resonates.
Whether you’re writing a sales page, planning your next launch, or finally trying to get your About page to not sound like a resume—this is the conversation you didn’t know you needed.
Let’s Recap: Finding the Right Words That Truly Connect
When was the last time you stared at a blank page, knowing exactly what you wanted to say but struggling to find the words that would actually connect with your audience? If you’re like most entrepreneurs, this scenario is all too familiar. The disconnect between what we want to say and how we should say it often leaves us sounding generic, robotic, or worse—just like everyone else in our industry.
Authentic Communication Meets Effective Copywriting
In a recent conversation with Jill Pavlov, copywriter, brand strategist, and improv coach, we explored the intersection of authentic communication and effective copywriting. With her unique background spanning theater, entertainment reporting, and marketing, Jill brings a refreshing perspective to the often-misunderstood world of copywriting.
“Copywriting is about persuading your audience to take the action that you want them to,” Jill explains. “And when I say that, I don’t mean that in an icky way. We’re just trying to show them how much they need whatever it is that we’re selling.”
This distinction is crucial—ethical persuasion versus manipulation—and it forms the foundation of copy that converts without compromising values.
The Psychology Behind Copy That Converts
One of the most powerful insights from our conversation was about the psychology behind effective copywriting. Jill, whose last name fittingly connects her to the famous psychologist Ivan Pavlov, shared that copywriting is essentially about conditioning our customers—in the most ethical way possible.
“We’re conditioning them to see our email address and know that it’s going to be a fire email, not something that we want to delete,” she explains.
Social proof stands out as one of the most effective psychological triggers. Before making purchases, most of us look at reviews and testimonials to validate our decisions. By showcasing how others have benefited from your product or service, you build credibility and make potential customers feel safer about investing their money with you.
Turning Features into Transformation
Another critical element Jill emphasized was the importance of painting a picture for customers about what their lives will look like before and after using your product or service.
Too many businesses focus solely on features or why they’re great, forgetting to include the customer in the story. The magic happens when you help potential clients envision the transformation they’ll experience. This approach shifts your copy from self-centered to customer-centered, making it infinitely more effective.
How to Make Your Copy Sound More Human
For those struggling with making their copy sound more human and less like a corporate robot, Jill offered a brilliantly simple tip: say it out loud.
“If you say it out loud, you realize how stiff it sounds,” she notes. “You’re like, ‘Oh, I would never say that in real life.'”
This exercise helps identify phrases that might look good on paper but would never actually come out of your mouth in conversation. The goal is to write as you speak—naturally, authentically, and with all the unique quirks that make you, well, you.
In an age where artificial intelligence can generate polished but soulless content, your humanity is your greatest differentiator.
Copywriting as an Act of Service
As we wrapped up our conversation, Jill left us with this powerful reminder:
“When you remember that your customers, at the end of the day, they really just want to be seen for the problems or the pain points that they’re having, it leads the conversation in a very different way.”
This perspective transforms copywriting from a marketing task into an act of service—seeing your customers, acknowledging their challenges, and showing them how you can help.
Coupled with her advice to lean into your superpowers, Jill’s approach gives us permission to bring our whole selves to our marketing, creating connections that go beyond transactions to build genuine relationships with our audience.
Connect with Jill Pavlov
Jill Pavlov is a copywriter, brand strategist, and improv coach who helps entrepreneurs say what they actually mean—clearly, cleverly, and with a voice that sounds like them on their best day.
With a background in comedy and training from The Second City, Jill also leads improv workshops that boost confidence, clarity, and on-your-feet thinking for business owners, creatives, and teams. Her approach blends marketing savvy with the spontaneity of the stage, helping people show up more boldly—on the mic, in meetings, and online.
Whether she’s writing your homepage, coaching your delivery, or giving feedback on your tagline, Jill brings equal parts strategy and sparkle. If you need words that work (and a good laugh while you get them), she’s your girl.
LinkedIn – Jill Pavlov
Instagram – @comedyjill
Website – copy-pop.com
Rate, Review, & Follow on Apple Podcasts
If you’re loving my eCommerce Made Easy Podcast, I’d be thrilled if you could rate and review the show on Apple Podcasts. Your ratings and reviews help me reach more listeners and empower more people like you to thrive in the online business world.
Just click here to head over to Apple Podcasts, scroll down, give us a five-star rating, and share what you enjoyed most about the episode in the “Write a Review” section.
If you haven’t hit that follow button yet, now’s the perfect time! I have new episodes coming your way every week that you won’t want to miss. Hit the follow button and stay up to date with the eCommerce Made Easy Podcast! Follow Now!
