Most people who arrive at ReclamaAI aren't excited to be there. They come because they have a problem: a health provider won't authorize an exam, an unfair ticket, a petition response that never came. They come scared, frustrated, or resigned. The product copy has to acknowledge that from the first word. We don't sell magic or revolution; we offer calm with a result.
The first rule: never use marketing language
Words like "revolutionary", "innovative", "AI-powered", "transforms", "premium experience" don't appear anywhere in ReclamaAI. For a person with a real problem, those words feel like a used-car salesman calling you "friend". They create distance, not trust.
We systematically replace:
- "Revolutionize your legal experience" → "Draft your petition in 5 minutes".
- "Powered by artificial intelligence" → "We help you write it".
- "Transform how you access justice" → "What used to take you a day now takes minutes".
- "End-to-end solution" → "From describing your case to downloading the PDF".
The first version describes the tool. The second describes what the user is going to receive. That difference is everything.
The second rule: never assume knowledge
"We will send your petition to your email so you can file it before the respondent entity in digitally-signed PDF format."
That sentence is technically correct and to half the users it's unintelligible. "File"? "Respondent"? "Digitally signed"? Every technical word is a point where the user falls behind and starts doubting if this is for them.
New version: "We email you the document. You download it, print it, and bring it to the entity. You can also send it by email from the entity's own page — in many cases you don't need to go in person."
Longer, more useful, tells the user what to do with the document. That's real value.
The third rule: copy is information, not decoration
"SaaS-style" headers like "Power your productivity" or "Build without limits" communicate zero information. Every header in ReclamaAI says what's happening on that screen:
- "Tell us your case" (not: "Get started")
- "We're generating your document" (not: "Processing")
- "Done. Here's your petition." (not: "Success!")
- "What do I do with this now?" (not: "Next steps")
Every header tells the user where they are and what's happening. Zero ambiguity. Zero fake enthusiasm.
The fourth rule: validate the feeling
In the wizard, after the user describes their case, before passing to the next step, there's an intermediate sentence: "We understand. We're going to help you draft the document." It's one line. It has no technical function. No button asks for it. But it makes the user who wrote about their problem calmly or angrily feel that there's recognition on the other side.
I tried removing it in one iteration to "save space". Conversion to the next step dropped 8% in a week. I put it back. There are sentences that technically do nothing and emotionally do everything.
The fifth rule: avoid unnecessary "us vs you"
"Our system processes your information..." creates distance. "We're generating..." invites. Small change, big difference.
Even more subtle: when there's an error, we say "something didn't go as expected" (we take blame) instead of "an error occurred" (impersonal and cold) or "we couldn't process your request" (sounds like the user's fault). The "we" is used to take blame; the "you" is used to celebrate wins.
ReclamaAI's anti-patterns
- Loaders that say "Loading..." without context. Better: "We're searching for the law that applies to your case. This can take 30 seconds."
- Empty states that say "Nothing here". Better: "You haven't generated any documents yet. When you do, they'll show up here."
- Error messages with technical codes. Better: "Something didn't go as expected. Retrying usually fixes it; if not, write us at hello@reclamaai.co and we'll check personally."
- Primary buttons with generic text ("Continue", "Next"). Better: "Generate my document" or "See the document".
The general lesson
Good copy for a scared audience doesn't read like copy. It reads like someone speaking to you quietly from the other side of a desk, explaining something important calmly. To get there, you have to kill all the reflexes marketing taught you. And rewrite every sentence asking: does this help the user or does this make me sound professional?