Just Plain Talk - Copywriting Without Hype
Ray Edwards
Have you seen all the hype lately? Online copy is filled with hype which frankly doesn't work. It turns off the readers, the clients, even other copywriters! Despite these problems, copywriters still churn out hype-filled copy (I admit, I've been guilty myself on more than one occasion!). How do we avoid writing hype-laden copy?
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These three simple steps can help 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!
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?
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