Great looking blog and even better information and insight!

I also agree with the premise that hype-style has been, well, over-hyped. Like Mike Muller said, I like to write as if I’m going to be on the receiving end. Can I believe what I’m writing? If not, I won’t buy what I’m selling. (sounds like an experience on the planet Bizarro!).

John Manley’s point of “under promising” is dead on, IMHO. It’s the antithesis of the “too good to be true”, and I don’t think there’s even one of us that hasn’t been underwhelmed by a product that was over-hyped and delivered less than the promise.

Something to consider: in this “I” age, meaning Internet, I wonder what the percentages are for people who get the sales copy, then check the Internet for correlation and confirmation of the promises? It’s something I’ve been doing more and more.

Example: I got a penny stock sales letter a few years ago. Another “system” that will bring you riches, etc. I did a search on Google, and what turned up? Litigation hits on this gentleman. When I checked them out, he and his son have been and were under SEC investigation for false testimonials, false promises, misleading investors, etc.

This criminal’s ad was in Investor business Daily. I sent them an email and asked them how they could allow a half page of advertising from a known scam artist. Never received a response. I know why they didn’t check and didn’t care: ad revenue for a half page.

Sorry to belabor the point, but perhaps the “less is more” approach with truth, honesty and credibility works better lately, especially if people followup with an Internet check after receipt of the sales copy. I know I do.

Now that I discovered your blog, I’ll be a loyal reader of your comments and the responses. What a great learning tool.

Cheers to All!
Bob (nobody…yet!)

Nice blog Shaune. You know, We’ve all been conditioned with institutional (Image, or Madison Avenue, if you prefer) advertising and we’re to the point as a society that we’ve insulated ourselves from anything that even smells remotely like hype. Add to that the fact that we’re literally bombarded on a daily basis with people vying to get a mere second of our time and then couple that with the inherent intangibility of much of what’s being peddled on the internet and you seriously have a marketer’s worst nightmare. Compelling copy and the guts to get it out there without hype may be all we have left.

Have a groovy evening,

Tim Centner,
Marketing Director, The Brian Rodgers Companies

I’ve had products/services that I’ve under-promised for the sheer sake of making it more believable.

“The to good to be true” factor could ruin honest copy, these days I think.

John A. Manley
http://www.REALITYCopywriting.com
A “Live” Online Look at the Day to Day Life of a Fulltime Copywriter From Starving Writer (Day One) to…?

Your dislike of hype is dead on. When I sit down to write something out, I really have to think about how I want something to sound to me. In past years, I purchased products that were overhyped and when they didn’t live up to their lofty promises, I felt a little cheated. If you can really connect with someone through the written word, that’s very powerful. And that’s one of the many reasons I’m looking forward to your coaching program.