If you want to kill off your authenticity in your web copy and subsequently destroy any chances of people trusting your brand ever again, fill it with insincerity. Cheesy marketing language is a massive turn off for your readers and be assured that they’ll see through the hyperbole quicker than you can say ‘used car salesman’.
Roll up, roll up for the greatest product on earth…
So what do we actually mean by insincerity? With regard to web copywriting, we’re talking about copy that is ‘hollow’ or seems to have some kind of hidden agenda. The obvious agenda of all sales copy is to sell, but the buying public is far more discerning than the marketing gurus of the 1980s gave them credit for and they don’t like branding that seems to promise too much. The saying ‘if it seems too good to be true it probably is’ has never been more accurate or more of a fundamental guiding principle for anyone involved in creating web content.
Continue Reading Keeping it sincere – why your web copywriting should avoid hyperbole
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