The Biggest Mistake a Copywriter Can Make

As a freelance copywriter, I review a great deal of sales letters, ads and websites on a regular basis.
And I came to a sad realization that a lot of copywriters still don't get it.
They keep making the same mistake, over and over and over again.
It just boggles my mind and pains my heart.

Here is what I see:

"Hire me now and make a fortune in a matter of weeks!"
What?

"Call me now and I will teach you how to accumulate unimaginable wealth in a matter of days!"
Really?

"Purchase my services today and see your earnings increase exponentially in a matter of hours!"
No kidding!!

Here is one of my favorite ones, ladies and gentlemen.
Read it and weep.

"Buy my program now and make millions every day, without lifting a finger!"
Hillarious, isn't it?

So, what four-letter word comes to mind when you stumble upon something like this? It's H-Y-P-E! And it has been around for a long-long time, designed to spark interest and propel your "gullible" prospects into action. The question is: does it still work?

Hype permeates every marketing piece and makes it sound too good to be true. But here is the problem: these days, we are dealing with a more sophisticated and educated audience. It is difficult to convince your readers that the minute they start using your services or products, their business will skyrocket, their finances will be transformed, and they will end up buying a huge mansion in the Hamptons, with a spectacular view of the ocean. Will people fall for it? Or will these statements turn them off completely?

Important as it is, copywriting alone will not make you rich if your product does not live up to its standards, if your service is not in demand, or if economic conditions are unfavorable.

My suggestion? Describe your service or product in the best light possible, using effective strategies and proven persuasion methods. Don't ruin your marketing campaign by enlacing your copy with too much hype. Why don't you replace HYPE with HONESTY? Can't promise you a house in the Hamptons or a brand new Ferrari. But if your materials convey honesty and integrity, you are more likely to see your profits increase. THAT I promise!