I have opinions about copy. (Shocking, I know.)​
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After nearly a decade of writing (and reviewing) copy for businesses of all sizes, I’ve seen what consistently works, what doesn’t – and what needs to change if your copy is going to convert in 2026.
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I’ve put them together in an unofficial, no-nonsense list of 2026 copy + messaging INs and OUTs below. Enjoy!
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🚫OUT: Copy that sounds like it could’ve been written by literally anyone (or, ahem, any ol' robot) in your industry ​
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If your website, sales page, or emails could be swapped with a competitor’s and no one would notice… Houston, we have a problem.
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Generic positioning, templated language, and “industry standard” phrasing don’t build trust – they let you fade into the sea of sameness that is online business today.

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✅ IN: Sounding like a real human (with real opinions) ​
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Polished ≠ personality-free.
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Your audience trusts and wants to buy from humans, not brands that read like AI had a strong cup of corporate coffee.
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A clear voice, a clear point of view, and a clear sense that someone real is behind the words is what builds trust, connection, and a willingness to pull out ye olde credit card.

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​🚫OUT: Making assumptions about what your audience wants ​
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In 2026, we’re *so* over creating copy based on:

• What you think people want to hear.
• What your coach said “usually works”
• Or what some viral post told you to slap above the fold

✅IN: Actually talking to your audience (+ using their exact words in your copy) ​
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Instead, we’re prioritizing chatting with your audience directly to understand how they think, what they’re worried about, and what they’re trying to solve – and writing from that place instead of your own head.
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​(P.S. In practicing what I preach, I’m going to ask directly...
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If you’d like examples or more context on any of these INs & OUTs, hit reply and tell me which ones. I’ll happily cook up another newsletter that goes deeper.) ​
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🚫OUT: Low-effort (or “lazy,” if you’re feeling uncharitable) headlines that don’t do anything for you or your readers ​
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Headlines like “How It Works,” “Testimonials,” “What You Get,” and “Our Process” tell readers what section they’re in… and that’s about it.
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They don’t build trust, spark interest, or give anyone a reason to keep scrolling. We can do better, business owners of the world!
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​(And yes, this totally includes my arch-nemesis “Are you ready to…?” headlines.)

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​✅IN: Clarity over cleverness. Every.Single.Time. ​
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Clear beats cute. Every time.
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If someone has to reread your headline to understand what you do, it’s not “smart copy” – it’s a split-second hesitation that could hurt your conversions.

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​🚫OUT: Copy that tries to say everything at once

Not every feature needs equal airtime. Not every idea needs to live above the fold. And not every thought you’ve ever had about your offer needs to make it onto the page.
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​(btw, I say this with love as someone who has to ruthlessly cut her own copy as she loves to hear herself tal– uh, write. Though newsletters are where you get unfiltered Nicole, for the most part.)

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​✅IN: Thoughtful messaging hierarchies + strategic page layouts ​
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Effective copywriting isn’t just about the words themselves – it’s about getting the right words in the right places, in the order that your reader needs to see them.
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​(If you’re wondering what the heck I’m on my high horse about when I say “messaging hierarchies”... grab a $9 ticket to next week’s Quick Copy Clinic and I’ll walk you through this on *your* actual page.)

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​🚫OUT: Fake urgency, a gazillion !!!!!!! & countdown timers for everything

Honestly, in this day and age, I can’t believe I need to say this: but can we all collectively choose to be better than “if you don’t buy this right NOW your business (or life) will fail this is your last chance!!!!” energy?
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​✅IN: Copy that respects the reader & allows them to make the decision for themselves
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The golden rule of ethical (aka non sleazy) copy that talks to and respects your readers like the humans they are: giving readers just enough information to confidently say “yup, this is for me,” or “nope, not right now.”
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You don’t want someone to decide to work with you because of some weird, disingenuous FOMO-induced pressure anyway.

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​🚫OUT: Tearing your hair out over lukewarm copy while agonizing over the same paragraph on your website, sales page, email, etc, for the 37th time

Been there, done that. No longer required for 2026 :-)

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​✅IN: Preserving your hair & asking a senior-level copywriter who’s spent the last decade writing human-first, non-salesy sales copy for real businesses (including fancy schmancy brands like Strategic Coach, Hello Audio, and Entreprenista) for help

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For targeted, affordable copy help on a specific page or email you know could be stronger → Tickets to my Quick Copy Clinics​
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For deeper, more strategic support + a clear roadmap of what to change (and why) on your website or sales pages → The Compelling & Converting Copy Audit​
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For fully off-your-plate support based on my 3-Phase Human-First Messaging Approach → Done-for-you copy & messaging projects (3 spots left for Q1!)​
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~~~
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Alright, I’ll hop off my copy soapbox (for now).
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Until next time,
Nicole

Nicole Elliott Human-First Conversion Copy & Messaging Strategy Non-salesy sales copy that sells w/out the sleaze   hello@nicoleelliott.co www.nicoleelliott.co