There I was, a newb to the online business world., going through an email sequence for a course and thinking, wow, this person really gets me. Not only was I thinking about investing in the course, but I was also dreaming about the day when I would write funny, inspirational emails for my own clients.

And then, I got “the email.” The one that told me that future me was basically in a living hell. Why? Because I hadn’t bought the course. And the dream bubble burst. I thought, “oh no. I don’t want to write like this.” Heartbreak and existential crisis ensued. Did I mention that I also have a theatre background?

While doing market research, I found that almost everyone I talked to felt burned by manipulative, inauthentic marketing. Since I’d already made up my mind to not write that way, I figured I may as well advertise.

But in case you’re still wondering exactly what conscientious copy means to me, it’s all about this: exploring emotions, instead of exploiting them. So, yeah, I’ll talk about problems that people need help solving. But I won’t shame or manipulate people into buying.