A Huge Turn-Off for Clients!

5 replies
Dear fellow copywriters:

I review a great deal of sales letters, ads and websites on a regular basis.
And I came to a sad realization that a lot of copywriters still don't get it.
They keep making the same mistake, over and over and over again.
It just boggles my mind and pains my heart.

Here is what I see:

"Hire me now and make a fortune in a matter of weeks!"
What??

"Call me now and I will teach you how to accumulate unimaginable wealth in a matter of days!"
Really??

"Purchase my services today and see your earnings increase exponentially in a matter of hours!"
No kidding!!

Here is one of my favorite ones, ladies and gentlemen.
Read it and weep.

"Buy my program now and make millions every day, without lifting a finger!"
Hillarious, isn't it??

So, what four-letter word comes to mind when you stumble upon something like this? It's H-Y-P-E! And it has been around for a long-long time, designed to spark interest and propel your "gullible" prospects into action. The question is: does it still work?

Hype permeates every marketing piece and makes it sound too good to be true. But here is the problem: these days, we are dealing with a more sophisticated and educated audience. It is difficult to convince your readers that the minute they start using your services or products, their business will skyrocket, their finances will be transformed, and they will end up buying a huge mansion in the Hamptons, with a spectacular view of the ocean. Will people fall for it? Or will these statements turn them off completely??

Important as it is, copywriting alone will not make you rich if your product does not live up to its standards, if your service is not in demand, or if economic conditions are unfavorable.

My suggestion? Describe your service or product in the best light possible, using effective strategies and proven persuasion methods. Don't ruin your marketing campaign by enlacing your copy with too much hype. Why don't you replace HYPE with HONESTY? Can't promise you a house in the Hamptons or a brand new Ferrari. But if your materials convey honesty and integrity, you are more likely to see your profits increase. THAT I promise!
#clients #copywriting #huge #turnoff
  • Profile picture of the author James Seward
    The problem when writing copies like that is that normally the product doesn't live to its copy expectactions... And people end up losing buyers, they can make sales on the first product but then people stop buying their next products... And that my friend, is WAY too much money lost... Honesty is the key in everything, and the same applies for internet marketing...
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  • Profile picture of the author jmandile
    I agree with ya on that !
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  • Profile picture of the author dclozen
    I review a LOT of programs and I really hate having to filter through the HYPE. It completely turns me off. I also feel that this crap gives exagerated expectations for the product. I really wish that <b>Honesty</b> came back into internat advertising.

    Just one mans opinion...
    Signature

    -=-Dennis-=-
    DLx Business Reviews

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  • Profile picture of the author J. Barry Mandel
    Hi Angela,


    The examples of hype that you have shown are so extreme and so outlandish who could not agree with you?

    I like the idea of balancing hyped up copy with the honest approach of telling the reader outright "This product is NOT for you if:" and those examples are listed. This builds instant credibility and balances out claims that might seem to be hypey.

    Welcome to the WF, I see that you are a VERY close neighbor on the south shore!


    Best,

    Justin Mandel




    Originally Posted by Angela Kambarian View Post


    Hype permeates every marketing piece and makes it sound too good to be true. But here is the problem: these days, we are dealing with a more sophisticated and educated audience. It is difficult to convince your readers that the minute they start using your services or products, their business will skyrocket, their finances will be transformed, and they will end up buying a huge mansion in the Hamptons, with a spectacular view of the ocean. Will people fall for it? Or will these statements turn them off completely??
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    • Profile picture of the author Angela Kambarian
      Guys,

      Thank you for your thoughts.
      And thank you for taking the time to
      read my article.
      To make a long story short:

      You have to describe your service or product
      to the best of your ability. And maybe it's okay
      to add some spark to it, try to make it interesting and
      appealing. You never get a second chance to make
      a good impression. Who would argue with that?

      Just make sure that you don't go overboard. Don't
      overpromise and underdeliver. That's bad business practice.
      There are so many different ways of building
      credibility. "Overhyping" your sales materials will not
      get you places.
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