Every now and then I get asked to write hard-hitting, high-persuasion copy.
And then they say: “Kind of similar to this one”.
When I click the provided link, I see a page that sells based only on hype.
Headlines that shout at me, overblown claims, hyperbole in every paragraph.
Obviously, that’s when I decline to take the job
No hype copy here. I’m just not that kind of girl.
See, there is nothing wrong with being persuasive.
Not if you really solve a problem.
But here’s the thing: People buy stuff once they trust that their problem will get solved.
Normally, you’d use things like proof to generate that belief.
For example by using testimonials.
If someone says that you really solved the problem for them, that’s social proof.
That does miracles for the trust a prospect has in you.
There are many more kinds of proof.
Endorsements by professionals or officials. Works really well.
A recommendation or endorsement by a thought leader, or an authority in the field.
But what do people do if they don’t have proof?
They turn to hype.
When there isn’t enough true proof to share, the easiest (and sleaziest) way to get a sale, is to amp up the emotional influence
Push more pain points, up to the point that the reader is petrified of the consequences should they have the unholy idea not to buy from you.
I don’t write that stuff.
Because really, hype is something you don’t need. Not if your offer truly solves problems, and not if you use stellar copy.
Want non-hype copy? Got your back: http://martinstellar.com/copywriting-services/
P.s. I’m about to create a special offer, where you can give a loved one more sales for Christmas.
And you won’t have to pay for it, either.
Yep, a slice of Stellar for your friend or relative and it won’t cost anyone a dime. Keep an eye on your inbox, more info soon.