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Article By: RayEdwards
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No More Hype - 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?
For a great resource on fine-tuning your copy for maximum impact, check out this site: http://thecopydoctoronline.com - The Copy Doctor.
Follow these three simple steps to get the hype out of 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!
Use detail, not description. Make sure you don't use too many adverbs and adjectives when describing a feature or benefit of your product. That just sounds like hype. Check out the difference between this: "We have the industry's very best CEO, who runs our company in an exemplary way!", versus this: "Our CEO, Bob Smith, is a graduate of the Harvard School of Business. He has been awarded numerous industry awards and has increased the profitability of our company by 20% every year for the last twenty years." Notice how the first example sounds full of hype, while the second example is full of simple, factual details about Bob Smith's education and accomplishments but hype-free!
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About the Author
For tips, tricks, and tactics of a sought-after web copywriter, check out the blog of Copywriter Ray Edwards. There you'll find a daily podcast, video tutorials and free copywriting advice. Don't reprint this exact article. Instead, reprint a free unique content version of this same article.
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