How to Write High-Converting Copy Without Being Sleazy

Publication Date

December 7, 2023

Summary

These 7 copywriting tips will help you write high-converting content for emails, sales pages, and more—without the sleaze.

7 Tips for Ethical, Non-Sleazy Conversion Copywriting

Tip #1: Use Formulas

Copy formulas have been around since the dawn of advertising—and for good reason. They’re proven to work, and they help you avoid the “blank page dread” that stops so many writers from starting.

Try plugging a formula into ChatGPT along with details about what you’re writing. It might give you a terrible first draft—but a fantastic brain jog.

Here are 7 formulas to try:

PAS (Problem, Agitation, Solution)
AIDA (Attention, Interest, Desire, Action)
4Ps (Promise, Paint, Proof, Push)
FAB (Features, Advantages, Benefits)
Before-After-Bridge
5 Ws and H (Who, What, When, Where, Why, How)
Storytelling

These aren’t inherently sleazy. They’re just structures. Use them with empathy and intention.

Tip #2: Show, Don’t Tell

Instead of listing features or benefits, bring them to life with vivid, sensory details.

DO:

You’ll never be lost in the woods—even without cell service. Our maps work offline, our waypoints include photos and user comments, and you’ll always know what to expect at camp. No more hiking an extra mile for dry water again.

DON’T:

Available offline. Includes detailed waypoints. Built for community.

Tip #3: Add Personality with Microcopy

Your brand voice can live in the smallest corners of your copy. Use microcopy to make it human and memorable.

Add personality with:

Asterisks
Parentheses
Side messages
P.S.
Button copy
Callouts
Disclaimers

DO:

This example from Surreal packs a punch in every line—including the footer.

DON’T:

Basic, generic language that could’ve come from any brand.

Tip #4: Be Specific AF

When you try to talk to everyone, you connect with no one.

Create a character (aka an avatar) for each piece of copy. Give them a name. Picture what they do on the weekends. Speak directly to them.

DO:

Are you tired of feeling unfulfilled in your service job—working weekends, odd hours, and holidays when you’d rather be out hiking?

DON’T:

Do you want to quit your job? Are you seeking freedom?

Tools to help:

Make My Persona (HubSpot)
Customer Avatar Generator (Nichesss)
Digital Persona (Soul Machines)

Tip #5: Leave Something to the Imagination

Paint a vivid scene—but leave room for the reader to insert themselves into it. Avoid being too specific.

DO:

Remember dancing around the living room to holiday music while decorating in your pajamas?

DON’T:

Remember decorating for Christmas with your mom on a Saturday morning?

Tip #6: Follow the Rule of 3s

Don’t overload your sentences with lists. Stick to three key examples, benefits, adjectives, etc. It’s enough to land the point without overwhelming the reader.

Tip #7: Use Psychology—But Ethically

Yes, all marketing is manipulative. The key is to manipulate with consent, care, and ethics.

Use these tools without lying or fear-mongering:

Scarcity: “Only 10 spots left” (if it’s true)
Future Pacing: Show what life could look like with the product
Urgency: Use real deadlines, not fake countdowns
Benefits & Features: Always include both
Social Proof: Share real testimonials and stories

Pro Tips to Stay Ethical

Don’t manipulate fear, guilt, or shame
Do tap into: curiosity, aspiration, belonging, excitement, freedom, empowerment
Never lie about scarcity, timelines, or results

If it feels bad in your gut, it’s not the vibe. And it won’t build lasting trust.

Copywriting Resources I Love

Want to learn more about ethical conversion copy? These are some of my favorite creators:

Copy Posse by Alex Cattoni (esp Instagram)
Very Good Copy by Eddie Schleyner
Marketing Examined
Ashlyn Writes by Ashlyn Carter (esp YouTube)
Fix My Churn by Val Geisler

FAQ About Ethical Copywriting

Isn’t all copy manipulative?

Yes. But there’s a difference between guiding someone toward a decision and scaring them into one. Good copy builds trust, not pressure.

What’s the difference between persuasion and manipulation?

Intent. Persuasion respects the reader’s autonomy. Manipulation exploits their emotions. If you wouldn’t say it to a friend, don’t write it for a funnel.

Can you still get results without using fear?

Absolutely. Copy that leans into curiosity, joy, or empowerment converts just as well—and builds long-term customer trust.

What if my client wants sleazy tactics?

Use your judgment. Educate them on alternatives. If they’re insistent, you’re allowed to say no.

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