Why your copy *must* be trustworthy
Back in the day, I used to be an in-house copywriter at a bodybuilding company. Let me tell you, there was a lot of hype going around!
It was all about MIND-BLOWING WORKOUTS, MASSIVE GUNS, SHREDDED ABS, and EXPLOSIVE GAINS.
All great things of course …. but was it totally believable?
Here’s a tip:
With copywriting, too much hype can be off-putting. It can even come across as dishonest or deceptive. The word “SCAM” might instantly come to mind – whether it’s warranted or not.
Maybe you can relate. When brands or businesses come at you with crazy-exaggerated claims, do you want to hand over your hard-earned money? Or does a giant warning bell go off in your head?
So, before you write, ask yourself:
~ Does my message sound way too good to be true?
~ Am I relying on hype vs. authentic storytelling?
~ Is my copy a sea of capital letters and exclamation points?
If you find yourself sheepishly nodding, then scale back the hype a bit. You can still proudly showcase your brand – after all, you SHOULD be proud of it. Just make sure your messaging excites in a way that’s believable, trustworthy, and true to you.