Somewhere along the way, copy stopped talking to people and started talking at them. You’ve seen it. The one-liners designed to “slap.” The short, punchy, sharp-tongued hooks that feel like they’re shouting. Social captions that criticize more than they connect. Emails written like ultimatums. Landing pages that lead with, “If you’re not doing X, you’re […]
Somewhere along the way, copy stopped talking to people and started talking at them.
You’ve seen it. The one-liners designed to “slap.” The short, punchy, sharp-tongued hooks that feel like they’re shouting. Social captions that criticize more than they connect. Emails written like ultimatums. Landing pages that lead with, “If you’re not doing X, you’re already behind.”
This kind of copy has been on the rise—especially in the age of AI-assisted writing. But it’s leaving something essential behind: heart.
Let’s talk about how we got here, why it’s a problem, and how to write better—copy that connects.
There’s been a growing trend across LinkedIn, Instagram, newsletters, and web copy: say as much as possible in as few words as possible. Be bold. Be blunt. Don’t waste a scroll.
This in itself isn’t a crime—brevity has value. But tone matters.
Instead of engaging curiosity or building trust, much of today’s copy aims to shock, correct, or shame.
You’ll recognize the pattern:
What started as punchy marketing has turned into preaching. And the impact? A growing emotional gap between brands and their audiences.
When everything reads like a command or a challenge, it stops feeling like a conversation.
Consumers tune out and readers feel judged. Even when they agree with your message, they don’t want to be told they’re failing outright. You haven’t earned that trust yet.
Preachy copy makes a few core assumptions that break trust:
It’s a pedestal mentality. And it’s exhausting for people to deal with.
People don’t want a guru—they want a guide. They want to feel seen, not scolded. When copywriting forgets this, it might drive clicks, but it doesn’t build relationships. And in business, relationships are everything.
Always start by asking: who are you talking to? What are they feeling, facing, or fearing right now? Your tone should reflect empathy, not authority. Avoid lines that assume ignorance or inadequacy.
Instead of:
“If you’re not using AI in your marketing, you’re falling behind.”
Try:
“If AI still feels overwhelming, you’re not alone. Here’s how we’ve seen it actually help—not replace—real marketers.”
See the shift? It still informs, but now it relates.
If your copy is constantly drawing lines between “us” and “them,” it’s probably creating distance. Instead of highlighting how much better you are, show that you’ve been where your reader is—and then invite them forward.
Don’t write from the top of the mountain. Write from the trail, a few steps ahead.
Not every line needs to be edgy or clever. The best copy earns attention by being honest, helpful, and easy to believe. You can still be bold—but aim for clarity and usefulness over being provocative for the sake of it.
Let’s rewrite an example together.
Bad example – preachy, aggressive tone:
If you’re still using Canva templates for your brand, you don’t care about your business. Professionals invest in design.
Better example – relational tone, same message, more trust:
If Canva’s your starting point, you’re not alone. But when your brand is ready to grow, custom design helps you stand out—for the right reasons.
The message is similar. One shames, the other invites. That’s the biggest difference.
The goal of copy isn’t just to convert. It’s to connect. And you can’t even get conversions if you don’t do the latter.
When your message feels like a conversation—not a correction—you create space for trust. For curiosity. For forward movement.
Heart in copy isn’t fluff. It’s the strategy behind all great storytelling. It’s what turns your voice from noise into value.
So write clearly. Write directly. But write with people—not over them.
