It sounds like your philosophy is actually aligned. The core of the quote is about making a buying decision simple, not about tricking someone. The article talk

It sounds like your philosophy is actually aligned. The core of the quote is about making a buying decision simple, not about tricking someone. The article talks about really understanding why people buy your product and using that in your copy. A crude example can be shown with water. A features list would be: - Clear fluid - 2 parts hydrogen - 1 part oxygen - Becomes a solid at 0 degrees celsius - Becomes a gas at 100 degrees celsius Informative, but not super helpful. Instead, addressing a problem water solves with, "The healthiest way to quench your thirst," shows what it can be used for and why it's a good solution for it. That's not a trick. I think the key to this is to focus on helping your customers.