What is ethical copywriting for creative and purpose-led brands?

Words are so powerful.

It always amazes me how these simple things, made up of just 26 letters in varying combinations, can create a whole range of emotions. Humour. Love. Sadness. Fear. Empathy. Any emotion you can think of can be triggered by the right words.

As a copy and content writer, I love harnessing the power of words, especially for creative and purpose-led brands. And one of the core values of my business is using this power in an ethical way – as a force for good.

So what exactly is ethical copywriting, and how does it inform the work I do?

Sleazy and non-ethical copywriting tactics

Copywriting is by its very nature all about selling things. This can be both good and bad: we definitely need to acquire certain products or services during our life, but there's no doubt that overconsumption is a real and massive problem – and copywriting plays its part in this.

To make this even worse, a lot of copywriting techniques have their roots in some pretty manipulative tactics, drawing on people's fears and worries to make the sale.

You'll see tactics such as:

• Fear stacking – motivating buyers through avoidance of pain (as opposed to offering something pleasurable).

• Fear mongering – making out that a product or service is the only answer to a problem (or that there's a problem in the first place).

• Urgency framing/false scarcity – making out that something is time-limited or only has a few slots available, which can rush people into making a decision.

• False testimonials – made-up or exaggerated social proof.

Once you start looking for these, you'll see them all over the place. And if you're like me, they'll leave a bad taste in your mouth. This is why I've made a pledge to always use ethical copywriting techniques in the copy I create for creative and purpose-led brands.

So what is ethical copywriting in practice?

Like you, I want my business to make a difference. I love helping businesses really soar by making sure their copy and content are working as hard as they can, but I want to do this in a responsible way.

This is why I pledge to never use manipulative or exploitative copywriting tactics, and always write with integrity.

I focus on working with creative and purpose-led brands, particularly small, enterpreneurial ones that have a genuine passion for their products or services and want to make a real difference in the world. Brands who are socially conscious. Who minimise their impact on the world. Who want to use their product or service as a force for good.

I value community, connection and sustainability, and I love working with brands whose ethos mirrors this. One of my absolute business joys is creating genuine relationships with people I work with, and the copy I write for them reflects this.

Every copywriter will have a different definition of what they mean by ethical copywriting, but the rules I abide by are:

• Treat the buyer with respect.

  I present the facts in a persuasive way, but give buyers time and space to make a choice about whether they want to go ahead.

• Be clear and honest.

  I'll describe a product or service in detail, what it costs and what any terms and conditions are, so buyers can make an informed choice.

• Understand and empathise with the audience's position but without exaggerating pain or discomfort.

  I won't use fear stacking or fear mongering to make people feel they have to buy something in order to feel better.

• Set realistic expectations.

  I'll describe what a service or product does, but not make any false claims about what it's capable of or how it could change a buyer's life.

Being part of The Ethical Move

To show my commitment to ethical copywriting, I'm part of the The Ethical Move. This is a movement dedicated to breaking the cycle of consumerism and commit to transparent, honest and responsible marketing. As they say on their website:

"Psychological tactics are designed to create false demand by feeding the fear that there will not be enough. This fear has us trapped in a cycle of consumption that is uninspired, unethical, and supremely harmful to the planet and its inhabitants.

But we have no need to continue using methods from the last century to generate wealth. We know better now, so let’s use the power we hold as the ‘New Economy’.

It’s time to break the rules and make the ethical choice for the good of all – not just a select few."

So what does this mean in reality? In signing the pledge, I agree to:

• Put the person before the sale.

I respect you and your privacy. I will help you make the best choice for your needs.

• I communicate inclusively truthfully and clearly.

I will not confuse you or hide information from you. I will help all audiences feel welcome.

• I take responsibility for my part in changing the marketplace.

I recognise the need to break the cycle of consumerism. I will continuously review my sales and marketing to ensure they benefit the common good.

Ethical copywriting for your creative or purpose-driven brand

If this sounds like the kind of copywriter you'd like to collaborate with, I'd love to chat. I offer a range of copy and content services for creative and purpose-led businesses, from website copywriting to SEO strategies and blogging. Let's get together over a coffee IRL or on a video call and see how we could work together on ethical copywriting that still captivates, connects and converts.