how ETHICAL copywriting should be done

Hi {NAME}! Yesterday, I shared with you the difference between persuasion and manipulation… Plus the role of persuasion in copywriting. As promised, I’ll share with you how you can make sure you’re still writing copy ethically. 1. Be very transparent in your copy When you’re promoting a product, natural lang naman na ibibida mo ito. But don’t forget to equally discuss the side effects or anything that is significant in helping the audience decide. Gets naman na gusto mong makabenta. Pero you’d want to be ethical in doing it. So you should clearly communicate information without hiding crucial details. Another is to avoid creating false urgency or scarcity to manipulate decisions. I don’t know about you, but one of the reasons I never say “this will be the last time I’m doing this” and the like – unless I mean it – is because ayaw kong kainin ‘yung mga sinabi ko. HAHA! At saka, ako ‘yung taong hindi namimilit. So kung ayaw mo, okay lang naman sa’kin. Pero s’yempre, there are thoughts in my head na nasasayangan kasi hindi na-take ‘yung offer ko. Maybe it’s just me, but I know and believe that my programs will really help copywriters fast-track their copywriting journey. But as a copywriter, my job is to give you recommendations so you can make informed decisions. When your audience realizes that you’re transparent in your copy… Trust is built and the connection between the brand and its audience grows. 2. Focus on giving value Your audience is looking for solutions to their problems or fulfillment of their needs. And as a copywriter, you should clearly enumerate what your product brings to the table. Better if you can specify how your product can enhance their lives and address their pain points. But NEVER exaggerate or make false promises to the point that it could mislead your audience. Exaggeration might grab attention, but it can backfire in the long run. Be honest about what your product can deliver, And avoid making promises that sound too good to be true… unless you can back them up. 3. Respect your audience There’s no single description for an audience. And individually, they have varying preferences and needs. So the way to connect with all of them is to offer them choices and let them make decisions based on their own judgment. Provide information to empower their decisions rather than make them feel compelled. Your copy should be a guide, not a dictator. Give insights, facts, and options in relation to the product that empower the audience to make informed decisions aligned with their needs and values. 4. Build genuine relationships Be genuine, sincere, and true to your brand values. After all, trust is the foundation of every relationship. And the relationship between a brand and its audience is no exception. So avoid any tactics that will put this trust in a bad light. Like, fake reviews or testimonials, for example. Ang daming ganito sa mga shopping app dito sa Pinas. Bihira lang ‘yung may legit na reviews talaga dun sa products. ‘Yung iba pa, obvious naman na bot or something na galing sa Google Translate. Nakakainis. HAHA! Kung naiinis ka rin sa ganito at gusto mong maging copywriter… Make sure that you will never engage in manufacturing reviews and testimonials. Pwede rin kasi na ito ang mag-cause naman ng bad reviews from your buyers kasi hindi na-meet 'yung expectations nila. There, {NAME}. This is pretty straight forward naman. Siguro if I will sum it all up in a few words, it’d be for you to.. Always create copy with integrity, and nurture your relationship with your audience. Copywriting and persuasion are skills that can be learned. And to be transparent with you… There’s a ton of people who are better than you… But your integrity and decency as a person are what will set you apart and stand out from the competition. So I hope you will never get to the point where out of desperation, you’re writing copy to manipulate people into buying. If you’d go down that path, better quit copywriting and do something else na lang. Anyways… I hope you learned a thing or two from this email. What should we talk about next, {NAME}? Let me know by replying to this email! :) Rooting for you, Mark Darwin Balaswit Sent to: {EMAIL} [Unsubscribe]( Top Dog Copywriter, Barangay Commonwealth, 1121 Quezon City, Philippines