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.