On a copywriting board I frequent, someone expressed bafflement that several respected marketers criticized tone of a sales page he wrote. "Why did they apologize to their subscribers while linking to my pitch? This approach sells," he said.Hype was problem. If you use following tactics, many educated shoppers cringe and go elsewhere:
Overblown claims. "If You Can Write Your Name, You Can Write a Book in 30 Days - Guaranteed!"
Overexcited tone. Lots of exclamation points, phrases in bold capital letters with underlining and a drumbeat of emphasis. "Programmers poured out their TOP-SECRET strategies that you, too, can use to earn a GATES-LIKE FORTUNE in software business!!" "Take out your credit card and order RIGHT NOW!"
Unsupported and extreme superlatives. "The most important new product launch, ever."
Adjectives and adverbs you would not encounter from Exxon or IBM. "Mind-blowing" "Exclusive" "Huge" "Incredible" "Wildly" "Literally" (necessary to distinguish truth from hoopla).
Exaggerations. "They've made millions under radar." (When most haven't made that sum and "secrecy" is just not having been asked.)
Sounds impressive but untrue. Calling someone a best selling author who has not appeared on a recognized best seller list.
Lack of qualifiers. Statements that should include a bit of backpedaling but don't. It's really not "all," "only," "never," "sure-fire" or "will."
Marketers who favor a style full of hype argue that numbers prove these techniques succeed, whatever audience. When they tone down pitch, sales drop. When they toss decorum to winds and reinsert that hammering excitement and fervid embellishments, sales return to previous levels. Case closed, they say.