It’s often a good idea to make a strong promise or challenge a common belief in your copy. But it’s not a good idea to cross the line into hype.
How do you know when you’ve crossed the line?
A good rule of thumb: When you’ve made completely unrealistic (or unbelievable) promises combined with short time frames and exclamation points.
in the Next 7 Days Even If You Don’t Have a Website
and Know NOTHING about Computers!!”
We might like to believe that such a claim is true. But it’s almost assuredly false.
Hype is deception.
It is loud, exaggerated, and misleading promotion or publicity.
Now, please don’t confuse hype with enthusiasm.
Enthusiasm in your writing is a good thing. It is natural to be excited and enthusiastic about a genuinely good product or service.
Just be careful that your enthusiasm doesn’t run away from you and devolve into hype.
-Ryan M. Healy
P.S. Need an ad, sales letter, or autoresponder emails written? Contact me to discuss. Email at firstname.lastname@example.org or call 720-344-7788.
I launched my freelance copywriting career on June 13, 2005. Much to my surprise, I landed three clients in the first two weeks. If you'd like to discover how I did it, then click here now »