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The Best Copywriting Is Kind

The most persuasive copywriting treats me like a human.
It includes words that give me a sense of urgency without continuously fuelling my innate FOMO.

It addresses my pain points, but it doesn’t play the sadistic game of worsening my frustrations to make me buy the thing.

Persuasive copywriting respects my sovereignty as a free thinker.

It invites me to come on a journey as if I were a friend — with kindness, not by telling me that if don’t, my mother will die tomorrow morning.

Copywriting is an art I’m still learning and one that, unfortunately, many people and companies get wrong.

I’m qualified to say all this because I’m a (potential) customer.

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