Come On Man, This is Your Reputation We’re Talking About!

[Mark Pescetti]

When you’re pimpin’ out a product or service that is backed by YOU as the BRAND, you’ve obviously got to be very selective about HOW you present your copy.

It goes without saying that you want your AUTHENIC VOICE or organic expression to come through…

…But you ALSO want your copy to fully articulate & animate the possibilities your SOLUTION creates for your customers & clients.

Right?

So what is too much hype?

Here’s the thing:

Being uncomfortable about your copy being too ridden with hype isn’t necessarily a BAD thing.

As we’ve discussed on the C.W. Forum here before…

…It’s NOT hype – if it resonates with what your audience is experiencing.

That being said…

If you’re the MOUTHPIECE of your product or service – and YOU are the one giving elevator speeches about your business to people, then everything you say MUST be succinct with your website sales copy.

You have to BECOME the character your copy portrays.

After all…

People are looking for leaders.

More so…

…People are looking be TOLD about all the spectacular ways your product or service (YOUR SOLUTION) can dramatically change their lives.

That means you’re going to come across somewhat audacious.

That’s not a bad thing.

Sure, it might make you uncomfortable, especially if you’re NEW to the sales game…

…But ALWAYS remember:

Your product or service HELPS tons & tons of people, right?

So getting your product in the RIGHT hands or inspiring people to sign up for your services only BENEFITS them, right?

…Then go all out in describing all the ways (emotionally-driven benefits) that your SOLUTION changes people’s lives.

Nothing is worth doing half-a$$...

…And while it may not be talked about much here on the C.W. Forum:

Writing copy that sells – en masse – means you have to RISE UP to embody EVERYTHING you say.

Because at the end of the day…

…THIS IS YOUR REPUTATION were talking about here!

You’ve got to make sure you’re painting the picture you WANT PEOPLE TO SEE!

But PLEASE, don’t be afraid to have what we call HYPE in your copy.

It’s your JOB to reach the deep-down emotions your audience is FEELING to produce the results you want – and get YOUR SOLUTION out there as much as humanly possible.

Mark

P.S. Make a video of yourself selling your product or service. Watch it. Listen to HOW you organically communicate your SOLUTION to the world… Now, kick it up 5 notches and watch yourself again. Get comfortable with being uncomfortable… But most importantly, BECOME the person in your copy.

[IMnewbie63]

Great post Mark.. delivers a strong punch and a kick to boot :-), this to me is a distillation of many of the priciples I found to be true after many years in the sales field.

[ahew]

Great post. It's a fine line between driving your point home though and making people resent you and that's where many people -- myself included -- struggle. Hype can be good if it's got authenticity to back it.

[Studio13]

Yup — got to choose a voice and stay with it. This is the same and reflecting your brand identity in all that you say, do and create. Couldn't agree more.

If you can get this one in the bag, and continue with it — people will associate your name with quality, controversy, good ol' fashion down to earthism — or whatever you've made yourself out to be.

[Lucy Writes]

Super advice, and it gets right to the heart of the matter of what makes copy convert or not convert. You've hit the nail on the head. Now, if more copywriters would practice this, they would find themselves in a much better financial position with their work. I recommend people print out your original post and keep it handy for reference whenever they need copywriting inspiration.

[angiecolee]

I'm curious to know what your take is on another factor that affects reputation - the so-called "snake oil" products out there. I've been approached by IMs before to write sales letters for products that claimed to solve all kinds of problems, but when I pointed out I couldn't find any research to sustain the fact, those IMs usually disappear.

[Steve Hill]

Originally Posted by angiecolee

I'm curious to know what your take is on another factor that affects reputation - the so-called "snake oil" products out there. I've been approached by IMs before to write sales letters for products that claimed to solve all kinds of problems, but when I pointed out I couldn't find any research to sustain the fact, those IMs usually disappear.

I avoid those like the plague - I've had a number of them ask me to develop web sites for them in the past. In addition to possible legal liability issues, there are also "guilt by association" considerations, and the general slimeball factor. The same goes for many PLR product vendors, because a simple plagiarism check often shows they don't own the rights they are reselling.