Nonviolent copywriting: How to avoid war language in messaging
Words can inspire, connect, and empower. And words, no matter how harmless they may appear, can alienate, trigger anxiety, create tension, or perpetuate a negative mindset.
These are small details, but you know… the devil is in the details, and those details sometimes end up damaging your state of mind.
When it comes to writing, you may have noticed there’s a lot of negativity embedded in certain writing styles or common phrases that unconsciously set the tone for the rest of the reader’s experience.
One subtle yet impactful way to improve your writing is by editing for sentiment, particularly by skimming for and reconsidering the use of war-themed language.
In summary
Goals, decisions, heck – life in general – are already stressful. The language we use doesn’t need to add to that.
Avoid overly aggressive metaphors and war-themed language, both in external copy and internal comms, so that your reader (and your staff) doesn’t get subconsciously put in fight or flight mode.
In your 1st editing pass, look for words like “crush”, “kill”, “target”, “dominate”, “win”, “battle”. Replace these words or metaphors with powerful and positive ones that give the reader a more vivid visual. This helps develop trust, not fear.
Memorialize these principles in your brand book and train every department in it, so that you can align everything from email to social media to a more friendly and welcoming voice.
War-themed language is everywhere
Once you’re aware of it, violent metaphors are easy to spot in copy, team rhetoric especially, and even business taglines. When it’s internal communications (that should be edited for clarity and sensitivity), external facing copy, and in articles and social media; it’s hard to not let it subconsciously get to you – it’s surrounding us.
At first, it might sound like it gets the reader excited, but soon enough, these words can make you feel like you’re running for your life, whether it’s your work, personal life, or ambitions. Suddenly, everything starts to feel like World War III and if you don’t crush whatever goal it is, you’re a failure.
How do you think your readers feel when they read it?
I once worked for a company that threw up this tagline on the About page: “Dominate your decisions.”
For me, it made decision-making feel like a combative process, something that required spiking a football instead of just… feeling a little relief.
Decision-making doesn’t have to feel like winning a war
Sometimes, it’s just about clarity and progress (sometimes really slow progress), which can feel like taking a deep breath rather than scoring a touchdown.
Words like “dominate” and “crush” often create unnecessary pressure or anxiety. Does every task or decision need to feel like a battle? Life is already hard enough… We don’t need extra anxiety added to the mix.
The moment i realized i was doing it too
It’s easy to assume this is a cultural habit baked into certain industries, like tech, business, or sports. Or a gender issue because men are gladiators and women are supposed to be dainty little flowers. And I’m sure some of that is true and this is a totally complex issue with many cultural and environmental factors at play.
But here’s what I realized: A lot of us do it without even noticing.
I didn’t see it until I asked my boyfriend to review a pitch deck. After flipping through a few slides, he stopped and said, “You used the word ‘kill’ four times in three slides.” I cringed.
He was right; I was writing fast and those words came up without even thinking about it.
That was a turning point. It made me rethink not just my pitch deck but how I was framing my messaging all the time – what do I actually want the reader to feel?
Even worse, am I sneaking this language into how I give feedback to my team?
Intentionality can reverse this habit
I hadn’t realized how much my language was mirroring this pattern, but once I did, it was easy to spot and correct. After practice, I no longer default to those kinds of words and when I do, I fix it in the writing stage right away instead of noticing it later. Just like keeping a budget, attention and self awareness can change a habit entirely.
The next step is to make sure the principle is memorialized in your brand book for messaging and tone of voice. Typically I’d put this in a section on “how we write”.
Reframing for positivity and power
When we reframe our language, we create an entirely new visual in the reader’s mind. Let’s take an example from an unexpected place: librarians.
I came across this meme recently on Bluesky that referred to librarians as “generals destroying ignorance.” While it might sound bold, it misses the mark. Librarians aren’t destroying anything; they’re enabling access to knowledge. They’re not warriors; they’re stewards of truth, conductors of information, and cultivators of understanding.
My take on the librarian meme
There are many ways to reframe it:
Librarians are the conductors in the orchestra of knowledge.
Librarians are the gardeners in the flower patch of facts.
Librarians are the keepers in the crypt of wisdom.
How to edit for nonviolent language
Want to give this a try in your own writing? Here’s how to start:
In the editing 1st pass (substantive edit), scan for phrases like “kill,” “dominate,” “blow up,” “target,” or “crush.” These are often the culprits of war-themed language. Even “win” is a good one to check for context.
Think about what you’re really trying to say. Are you empowering your audience? Guiding them? Replace aggressive words with positive, constructive ones that reflect growth, collaboration, or achievement.
Ask yourself: how does the phrase feel? Does it create unnecessary tension? Would softer or more supportive language resonate better? Can I flip the metaphor?
Consider how your audience might interpret the words. Will they feel motivated, supported, or stressed? Positive metaphors can foster connection and trust.
Next time you’re editing, take a moment to ask yourself: Could this metaphor serve my message better? Could it lift people up instead of adding unnecessary pressure?
Words matter. And when you choose them thoughtfully, they have the power to transform your writing, and the way people feel when they read it.
