I thought I’d start the New Year by returning to a sales writing fundamental that’s always worth revisiting: Everything you write must be believable and really mean something. 
It’s natural to want to add a little sizzle and hype to your marketing content, especially when you truly believe in the product about which you’re writing.
This is understandable because you get excited and you want your prospects to feel your enthusiasm. Well, injecting enthusiasm into your copywriting is great—but peppering it with clichés and unnecessary b.s. isn’t.
Why? Because people are sick of it and they can smell it a mile away. The simple fact is this: Hype, fluff and b.s. you can butter your bread with doesn’t work anymore.
Clichés – No Can Do
So if you find your copy cluttered with worn out clichés to describe your product, such as, “it’s a cut above the rest,” or “it’s second to none,” get rid of them and provide your prospects with information that’s more detailed and believable.
Always assume your audience is very smart and skeptical. Because they are.
There are many ways to energize your copy, but always make sure every word you write really means something. If you write fluff for the sake of fluff, assume your audience will see right through it. Because they will.
To be convincing, your copy has to be believable. If your copy is filled with needless puffery, it will come across as dishonest, which will hurt your credibility. And once you’ve planted a seed of distrust in your audience, they’ll never trust you again. Ever.
If you got a knowledge boost from this post I encourage you to share it with your crowd!
Want to learn more? Feel free to give me a call at (303) 697-4793.