Persuasive health copywriting doesn’t have to rely on aggressive sales tactics. But it’s not enough to not be aggressive – we should be proactively anti-aggressive. What does kind copy look like? We should leave readers better than we found them, by giving them a win even if they’re not in a position to buy.

What do we really mean when talk about ‘dominating Covid’ or ‘fighting cancer’? War metaphors might seem harmless, but we should think carefully about the language we use to discuss health and disease. Here are 4 ways to avoid the war metaphor trap.

Three copywriting rules you should break – and one that should never be broken – if you want to write copy that sells.