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 http://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:
Feel your reader's pain. Your reader's pain is the focus of their awareness. Empathize with them. Use language that tells the reader you understand and you have a solution to offer. Even if you make other extraordinary claims about your product, your reader won't see it as hype when it is relevant to their problems and their life.
Tell Stories. Your copy shouldn't be just about facts and figures. Tell your readers a story. Politicians are masters at this. Ask any politician a question, and chances are you will get a story: "Well, I'm glad you asked me that. Just last week, I was chatting with Millie Pye, who also lives on Social Security, and she ". Off they go, into a story. Of course they rehearsed it, were waiting for this very question so they could tell their tale. Story-telling works because it draws you in (whether you like it or not). It's pretty hard to argue with a story!
Value detail, not description! Sprinkling your copy with handfuls of descriptive adverbs and adjectives doesn't make your copy look better - instead, your copy looks like hype. What's the difference? Consider the following two examples. First, "We have the best doctors in the industry. They give exemplary care!" Now contrast this with another example: "Our head surgeon, Dr. Bob Smith, is a graduate of Harvard Medical School. Over the past ten years, he has reduced patient mortality by 40%, while still providing world-class care". Which one of these would you prefer for your next doctor? Notice how the first example is full of hype, while the second example contains simple facts and details about Dr. Smith's education and accomplishment, without all the hype. Isn't that better?
Check out this site at http://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:
Feel your reader's pain. Your reader's pain is the focus of their awareness. Empathize with them. Use language that tells the reader you understand and you have a solution to offer. Even if you make other extraordinary claims about your product, your reader won't see it as hype when it is relevant to their problems and their life.
Tell Stories. Your copy shouldn't be just about facts and figures. Tell your readers a story. Politicians are masters at this. Ask any politician a question, and chances are you will get a story: "Well, I'm glad you asked me that. Just last week, I was chatting with Millie Pye, who also lives on Social Security, and she ". Off they go, into a story. Of course they rehearsed it, were waiting for this very question so they could tell their tale. Story-telling works because it draws you in (whether you like it or not). It's pretty hard to argue with a story!
Value detail, not description! Sprinkling your copy with handfuls of descriptive adverbs and adjectives doesn't make your copy look better - instead, your copy looks like hype. What's the difference? Consider the following two examples. First, "We have the best doctors in the industry. They give exemplary care!" Now contrast this with another example: "Our head surgeon, Dr. Bob Smith, is a graduate of Harvard Medical School. Over the past ten years, he has reduced patient mortality by 40%, while still providing world-class care". Which one of these would you prefer for your next doctor? Notice how the first example is full of hype, while the second example contains simple facts and details about Dr. Smith's education and accomplishment, without all the hype. Isn't that better?
About the Author:
For an inside look at the techniques of a top direct response copywriter, visit the site of Copywriter Ray Edwards. There you'll find a daily podcast, video tutorials and copywriting advice.
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