I once copied someone’s post word-for-word — and it flopped like NEPA light during rain.

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I once copied someone’s post word-for-word — and it flopped like NEPA light during rain.

It was a skincare brand I admired. Their post was getting likes, comments, even reshares. I thought, “This caption is fire!” So I copied it, pasted it under my own product, and waited for magic.

Guess what? Crickets.

No likes. No comments. No sales. Just me refreshing my page like I was checking JAMB result.

That’s when I learned the hard truth — people don’t buy the words. They buy the person behind the words.

That brand had built trust for years. Their audience knew their story. They had shared their struggles, their wins, their behind-the-scenes. So when they posted, it connected.

Me? I was just a stranger copying their voice.

Even if the post looked the same on the outside, it didn’t carry the same weight inside. No soul. No story. No connection.

In Nigeria, we love originality. We love realness. We love people we can relate to. So when you copy, people can smell it. And they scroll past.

Instead of copying, study the post. Ask yourself:

– What problem are they solving?
– How are they connecting with their audience?
– What style are they using that makes people respond?

Then write your own version. In your own voice. With your own story.

That’s how you get results.

Because trust me, people can copy your style — but they can never copy you.


—Jbm Sopuruchukwu | Advertising and Content Marketing Expert.

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