Come On Man, This is Your Reputation We're Talking About!
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.
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.
Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.