Use Facts Instead of Hype

Posted on September 16th, 2008 by Larry Chase

More often than not, words like “fabulous” and “amazing” have little or no meaning. Why? Because if the copywriter had real facts to work with, he/she would have used them instead. Having said that, there’s nothing wrong with appealing to a reader’s emotions, even in B2B copy.

If you appeal to a reader’s emotions, try using illustrative words that resonate with your audience. Just don’t expect them to believe you when you tell them your product or service is revolutionary. That’s what I call “says you” copy. Use “Missouri” copy, i.e. “show me” copy instead. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.