I was watching a YouTube video the other day. One of those “Why 95% of copywriting businesses fail” types, and the guy opens with this:
“It’s true that people can make an amazing income from copywriting. The bad news is, it’s probably not gonna be you. But I can help you.”
And I instantly felt the sleaze alarm go off in my brain like a fire drill.
When I talk about sleazy copywriting and doing away with it, this is what I mean. That sentence in italics up there, is a prime example of sleazy copywriting. Let me tell you why:
That one line right there?
It’s a textbook example of the Problem–Agitate–Solve model of copywriting.
And that’s exactly what I want to talk about today. Because this is the kind of copywriting I want us to leave behind.
First, what is Problem–Agitate–Solve?
If you’ve ever taken a bro-marketing course or spent too long on funnel-guru YouTube, you’ve probably come across it:
- Problem: State the pain point.
- Agitate: Twist the knife. Make it feel unbearable.
- Solve: Present yourself as the magical cure.
In this case:
- The problem – 95% of copywriting businesses fail
- The agitation – “it's probably not gonna be you.”
- The "Solution" - And the rest of the video is the host swooping in to rescue you from this terrible fate that would certainly befall you if it wasn’t for him.
It’s a formula that’s been around forever.
It works, kind of.
But it also feels like shit.
Because instead of treating your audience like smart, capable humans, it tries to break them down until they feel desperate enough to buy whatever you're selling.
That YouTube guy? He was just the tip of the iceberg.
I've seen "marketing experts" who:
- Tell struggling single mums that if they really wanted to succeed, they’d max out their credit cards
- Tell women their worth is in their beauty and their beauty is in their youth, which can only be preserved by the specific brand of anto-ageing cream being sold
- Tell business newbies they’re failures for not hitting six figures in six months
- Tell people that if they’re scared to invest, they must not “believe in themselves enough”
If this is “high-converting copy,” then count me out.
What happens when you build a business on shame?
The short answer?
You attract people who are buying from a place of fear.
They’re not buying because they trust you.
They’re not buying because they believe in the solution.
They’re buying because you made them feel like they’re broken without it.
And here’s the thing about shame-based sales:
They don’t stick around.
They regret their purchase.
They ghost your emails.
They doubt your process at every step.
They don’t get results, because they weren’t emotionally safe enough to engage in the first place.
You know what that leads to?
Refund requests. Burnout. And a business model that makes you feel like trash.
My personal vendetta against coercive copywriting
When I first started learning copywriting, I came across a YouTube channel with copywriting tutorials that has an incredibly large following. I binge watched those videos, and for a while I couldn't get enough.
But after about 50 videos, I started noticing a pattern which made my heart sink. This guru’s entire strategy was to talk about how he hustled and got rich, and how freaking amazing he is, and shaming his audience for not being the same. The scripts of his videos very much follow the problem - agitate - solve formula.
That’s when I stopped following him and looked for a kinder approach that works just as well.
And that was the beginning of my journey into ethical copywriting.
So what’s the alternative?
Let me introduce you to my ride-or-die formula:
💛 Problem – Empathize – Empower – Guide
Let’s take the same scenario as our YouTube bro and try it again, but with a little more kindness and a lot more integrity:
Problem:
95% of copywriting businesses fail.
Empathize:
If you're just starting out, I know that stat feels terrifying. I've been there, wondering if I'm one of the lucky ones or just waiting to burn out.
Empower:
But here’s the truth: you already have the raw skills. You’re a great writer. You care about your clients. And with the right support and strategy, there's every reason to believe your business will thrive.
Guide:
Let me show you how to build an ethical, sustainable copywriting business, one that feels good for you and for the people you're writing for.
Why I’ll always choose ethical copy over easy conversions
Listen. I get why the Problem–Agitate–Solve model is tempting.
It works, especially if all you care about is numbers.
But if you’re like me, if you care about being in integrity with your work, and helping real people make empowered decisions, then you’re going to want a different toolkit.
You're going to want copy that:
🟡 Treats your audience with respect
🟡 Builds trust, not dependency
🟡 Inspires action, not fear
🟡 Reflects your values, not just some random guru’s swipe file
TL;DR? Here’s your new ethical copy formula:
🟡 Problem – State it clearly, like the grown-up you are
🟡 Empathize – Let your audience feel seen without making them feel small
🟡 Empower – Show them what’s possible without pretending to be their only saviour
🟡 Guide – Invite them to take the next step, as long as it’s right for them
And if you’re thinking “I want more copy frameworks like this, ones that actually feel like me?”
Well, bestie, that’s kind of my whole thing.
Stay tuned. I’ve got a masterclass coming that’ll help you tell stories that sell without selling your soul.
(Or if you’re reading this after September 2025, check the Once Upon a Conversion page. It’s probably live by now.)