If you're not speaking to someone specific, you're speaking to no-one.

Have you even defined your Ideal Client Avatar (ICA)? Including her hopes, dreams, fears, like, dislikes, and brands that inspire her?

Do you think about your ICA when you're creating your content?

Does your personality naturally speak to your niche?

Putting some thought into these questions is important not only for your brand copy, but also for creating awesome, on-brand images. If you understand WHO your ideal client is, it gets easier to speak directly to them.