No More Hype - Copywriting Made Simple | Copywriting

By RayEdwards
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Word Count: 384

A lot of online copy is filled with hype that turns readers off, turns clients off and, frankly, turns other copywriters off! Yet a lot of copywriters are guilty of writing hype-filled copy. I must admit, I've been guilty of it myself (probably more than once)! How do we avoid the trap of writing copy that sounds "hype-y"?

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:

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.

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!

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.

About the Author

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