Anti-Sleaze Copywriting: Selling Without Manipulation with Evie Tavares

In this episode of This Mother Means Business, Laura is joined by copywriter and brand strategist Evie Tavares for a real, grounded conversation about copywriting in the age of AI — and why the words you use still matter more than ever. Together, they explore what copywriting actually is, how to write in a way that feels human (not sleazy), where AI fits and where it falls short, and how motherhood shapes the way we show up, market, and set boundaries in our businesses. This episode is part practical, part reflective — and a reminder that clarity, integrity, and empathy are still your biggest advantages. In this episode you will hear:02:22 — What a copywriter actually does (and what “copy” really means) 03:05 — Copywriting = words that sell (websites, emails, sales pages, ads, etc.) 04:11 — Evie’s philosophy: strategy + empathy 04:58 — Laura’s AI confession: outsourcing “humanness” + creativity 07:48 — Using AI as a tool, not a takeover 09:24 — Where to start when you don’t know what to write 10:18 — Storytelling + “your life is the content” 10:45 — Create a story bank (Notes app) 11:01 — Creation over consumption (and how scrolling kills creativity) 12:57 — Anti-sleaze copy: what it is (and why it matters) 13:16 — What Evie won’t do: false urgency + fear/shame marketing 14:31 — Pain points vs. integrity: how to sell without punching people in the face 15:29 — The balance: “I see you here” + paint the bridge to what’s possible 16:19 — Choosing marketing tactics 18:08 — A “kick in the butt” can work… if it’s aligned and empathetic 20:02 — Laura on income-based marketing + why she doesn’t use it 20:58 — “Everything works” — but not everything works for you 21:10 — How Evie handles clients who want stronger marketing angles 22:55 — Messaging is the foundation: clarity, positioning, and repeating themes 23:45 — Why it’s hard to write when you’re too close to your own business 24:17 — Mom life + business boundaries: what Evie struggles with 24:54 — Practical boundaries: “phone away at 5pm” + work-life separation 25:40 — The grumpy cat/happy cat office sign (visual boundaries for kids) 27:00 — Laura’s approach: “10 minutes, then you get 100% of me” 27:30 — Being where your feet are (the real definition of balance) 28:10 — Seasons of motherhood + work: what changes as kids grow 29:34 — Choosing the season you’re in (and letting it be what it is) Evie's Links:Instagram: https://www.instagram.com/evietavaresbranding/Website: https://www.evietavaresbranding.ca/Listen on Apple - The Unfiltered Tea with EvieListen on Spotify - https://open.spotify.com/show/513Km0G9Sc6znXDmLSNoF6?si=4qRLGSK_RNitz-iDROKaIwTickets for This Mother Means Business LIVE - Presented by CIBC Business Banking on April 1st, 2026 are available now! Get yours here: https://www.thismothermeansbusiness.com/tmmb-2026 Join This Mother Means Business : www.thismothermeansbusiness.com Laura's Links:• Website • Laura's Instagram • LinkedIn • Facebook • Pinterest • TikTok