Working with a team in Lahore, I’ve learned about a new English philosopher called Grice.
https://www.studysmarter.co.uk/explanations/english/pragmatics/grices-conversational-maxims/
If you think about a piece of copy as a conversation with the reader, all of his ideas are very useful.
The idea is that four elements or maxims of quality, quantity, relevance and manner lie behind any real conversation. And you can assume the other party has the same intentions.
Of course if you’re talking to a chatbot, you might find none of the maxims really apply…