Hype-free Copywriting Made Simple
Every day, I see online copy filled with hype. Despite the fact that hype turns off readers, clients, and even other copywriters, it is still with us. Truth be known, I’ve been guilty of writing hype myself, probably more than once. So how can we get away from writing hype instead of great copy?
Check out this site at thecopydoctoronline.com - The Copy Doctor. This resource can help you to fine-tune your copy for maximum impact.
Here are three simple methods to eliminate hype from your copy:
Talk about your reader’s pain. The pain you try to relieve (through your product or service) is at the center of your reader’s consciousness. By focusing on their pain and writing around that, you tell the reader that you empathize with them, and may even have a great solution. By doing this, your copy will not sound “hype-y”, even if it is filled with incredible claims. Just make sure that your copy is relevant to your readers’ lives. Talking about their pain can help.
Relevant Stories. Your copy shouldn’t be a bunch of boring facts. Nor should it be filled with hyperbole. Just tell a story. Take a lesson from politicians here. Ask any politician a question, say about their vote on a certain issue, and you’ll get a story in return. “Why, just the other day, I was having tea with 89-year-old Frank Billings, who is a war vet and ” Off they go into their (relevant!) story. We know they rehearsed it, and we know that the story was prepared ahead of time. It doesn’t matter. This technique is disarming simply because it draws you into the story, making it hard to argue against their position. A very effective technique!
Detail over description! Too many adverbs and adjectives can make your copy look like hype. Don’t believe me? Look at this phrase: “We have the greatest company in the world! Our boss is fantastic!” Sounds like a load of bull, doesn’t it? With a bit of work, it can change to this: “Our CEO, Bob Smith, graduated from the Harvard School of Business. Over the past ten years, he has increased the profitability of this company by over 15% every year.” While the first example is full of hype (and not much else!), the second example offers simple details of Bob Smith’s education and career all hype-free.
Last 5 posts by Ray Edwards
- Jobs for Copywriting - July 30th, 2008
- Attracting More Clients - May 25th, 2008
- Automatic Testimonials - Forever! - May 6th, 2008
- Using Audio to Boost Conversions - May 6th, 2008
- Copywriting Mistakes, and How to Avoid Them - May 6th, 2008
Leave a Reply
You must be logged in to post a comment.