"Promotional language imposes a cognitive burden on users who have to spend resources on filtering out hyperbole to get at facts," Nielsen wrote. "When people read a paragraph that starts 'Nebraska is filled with internationally recognized attractions,' their first reaction is 'No, it's not' and this thought slows them down and distracts them from using site."

Another problem with hype is word itself. It can mean both a flamboyant promotion (yay) and a questionable, exaggerated claim (boo). So if old man Webster can't even figure out which way it swings, how can webmasters and copywriters?

Online marketer Andrew Tegenkamp of http://lightningbiz.com/ipc/ has an answer to that dilemma. He posted this on forum: "I think that if creating hype on your sales letter makes you lie, you've gone too far. If you're still selling truth but using words that inspire people, you're two things... a genius and an honest business owner!"

Nobody ever said being a genius was easy, however. Writing web copy that's exciting and persuasive without using false claims or inflated language is a tall order. But it's a challenge that pays off in end. After all, using hype-free copy means never having to say, "Your results may differ from those you see in our promotional materials."

Copyright (c) 2003 by Heather Reimer

If you'd like a free content analysis on your website (including hype barometer!) visit: http://www.TheWriteContent.com or send me an email to Heather@TheWriteContent.com

Fr~e Ecourses - Compile a series of articles and turn them into a mini ecourse. Give step by step info and provide helpful resources to compliment said info. Always provide links to your website, ezine and any products that are applicable. You also want to have your email on every page so it is very easy to contact you. Assemble your course on a fr~e autoresponder and start offering it to your subs, visitors and submit it to fellow webmasters for distribution. Example: mailto:moe-mini-course@getresponse.com

Fr~e Ebooks - Creating an ebook is not hard. You can simply compile several articles that you or other people have written. Provide tips, resources and information. Offer your ebook to webmasters, ebook directories and ezine publishers for distribution. http://www.pcvoyager.com/dir/ebooks.html mailto:ebooksforeveryone@getresponse.com

Fr~e Directories - There are hundreds of fr~e ezine, business, and website directories all over net. Take some time each day or week and submit your heart out! The more places you get listed, more exposure you get. http://www.ezineuniversity.com/resources/index.html http://ezineadhelper.com/businessdir/addsite.htm http:/ oolsforthe.net/ http://www.ezineuniversity.com/resources/index.html http://www.directoryofezines.com http://www.EzineLocater.com/

Link Exchanges - Similar to ad swaps only you are listing other links on your website in exchange for your link being listed on their website. Set up a special set of pages with different categories for link exchanges. http://myownezine.com/links/index.shtml mailto:LinkTogether-subscribe@yahoogroups.com http://www.iwr.com/free/reciprocal.htm

AutoResponders - Autoresponders are used to mail out follow-ups to ezine subscribers, requests for more information, orders, article requests, etc. Effective follow-ups can raise your sales substantially. http://www.myownezine.com/ebooks/ARUR10d.exe http://www.jogena.com/articles/article101.htm http://www.getresponse.com http://www.sendfree.com

If you consistently use some or all of these methods, your business is sure to grow. They have been very productive for me and can be for you as well. If you have any questions about methods I have talked about, please feel fr~e to contact me. ;-)

************* Terri Seymour and her husband Terry of www.seymourproducts.com offer a no cost, home business opportunity. Apply online. Resources and more for your home business available at www.myownezine.com Free ecourse business-building-ecourse@getresponse.com