Welcome back to Small Business School! In today’s episode, Staci sits down with copywriter Evie Tavares to unpack what ethical, emotion-led copywriting really looks like  and why trust matters more than tactics in today’s marketing landscape.From ditching false urgency to navigating AI without losing your voice, this conversation is a refreshing reminder that selling doesn’t have to feel manipulative to be effective. If you’ve ever struggled with “selling with confidence,” this episode will shift how you think about words, value, and connection.Key topics covered:What copywriting actually is and how it differs from content writingWhy trust-based marketing outperforms scarcity-driven tactics long termHow false urgency and “pain-point poking” quietly erode your brandWhen it makes sense to outsource copywriting and what to do firstHow AI and ChatGPT are changing discoverability (and what consistency has to do with it)Good copy isn’t about pressure, it’s about clarity, empathy, and confidence in the value you bring. When your words are aligned with your beliefs, selling becomes an act of service, not persuasion.Connect with Evie:Instagram: @evietavaresbrandingWebsite: evietavaresbranding.caBrand Voice Guide: https://evietavaresbranding.myflodesk.com/hzgkbrldybEmail Starter Kit: https://evietavaresbranding.myflodesk.com/emailstarterkitStaci's Links:Instagram. Website.