How to Write Good Copy with Less Hype

One of the first steps in learning how to write good sales copy is to recognize the quality of your efforts is reflected in the results. A copy writer that is effective at their craft always strives to first connect with their readers. By recognizing and relating to the persons needs, a copywriter now has captured their attention. This critical first step is normally accomplished without the use of hype. In fact, once hype is introduced into any sales copy it is natural for people to subconsciously 'tune out' what they are reading. Without having the attention of your readers how is it you are going to persuade them to take any type of action? It therefore stands to reason the less you use hype the more effective your sales copy will be.

Here are 3 things you will want to avoid when composing copy that will make your efforts more effective thereby getting you the results you want.

Avoid Deceptive Product Claims

Now it is acceptable to boast about product benefits and the 'potential' of what they can do for the customer. On the other hand, making absolute claims that you 'will be earning' a certain amount or you 'will lose' a specified amount of weight is misleading. What you are doing is 'preying' upon the hopes and sometimes 'desperation' of others and this is unethical. A copywriter walks a fine line when promoting any goods or services and should avoid knowingly misleading the reader.

Easy on the Caps (shouting)

The use of all capital letters is simply shouting in text and this is generally rude behavior. Now if the need for all caps is required, be careful not to overuse it since it will lose its impact. By using it too much you also run the risk of 'losing' your reader. One of the most irritating things I see online is email that is promoting a launch and then concludes it message with GO GO GO! When I see that, my first reaction is that I am being bullied into making a purchase, and of course my second reaction is to immediately unsubscribe from that email list.

Suggest Don't Sell

Avoid 'buy it now' or other types of terms or language that overly instills too much urgency in the tone since nobody likes to be rushed. Instead use more soothing suggestions and plainly state facts to make your case. Your delivery should be methodical and start with recognizing the needs and/or wants of the reader. By identifying why it is the person is reading your sales copy, you will be better able to relate with them and capture their attention. You will than lead them to why what you are offering them will improve their situation and suggest they see for themselves. You will be perceived as more of an authority and less of an irritant or nuisance. Patience is a virtue!

Learning how to write good sales copy starts with recognizing that people today are a much more sophisticated bunch. They are more interested in facts and figures and tend to be turned away by the use of hype. Since a copywriter must first get the attention of their readers, using too much hype is not a recommended approach. In fact introducing a lot of hype, especially early on in the content, will only serve to sabotage the sales copy. The 3 things you want to avoid when composing 'persuasive copy' are discussed above. By using a more low key approach a copywriter stands a better chance of making that critical connection with people first. This in turn will give the writer a better chance of persuading their readers to take any desired actions the sales copy may suggest.