Details Instead of Hype
Posted on August 20th, 2009 by Larry Chase
It’s understandable that an advertiser or its agency wants to use hyperbolic words to pump up an offer’s drama. But this often has a counter productive effect, as it can make the reader suspicious.
Especially in B2B offers, it’s typically a better idea to pack the offer with details instead of hype. How many tips in that white paper? Exactly who is speaking at the trade show and what are his or her bona fides? Who wrote that glowing testimonial, and what is their company affiliation?
Details are facts, while superlatives are much more subjective. Let the reader decide if it’s fabulous or amazing or out of this world. Unless you’re a trusted name, the reader has no reason to believe what you say, just because you say it.
The Internet Marketing Tip above originally appeared in Larry Chase's Web
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