With the January transfer window due to close in a few hours, today seemed like the perfect opportunity to discuss hyperbole in copywriting.
Unless you’re Sky Sports News, whose reporters have managed to carve an irritatingly endearing reputation out of their distinctive brand of hyperbole, exaggeration can be off-putting to your customers.
There is a balance to be struck. Many businesses find that their copy suffers because they fail to sell themselves. Just as we all struggle to fill out self-appraisals, so a lot of business owners underplay themselves when writing about what they do.
Unfortunately, there’s often a tipping point. Once people start blowing their own trumpet, they don’t know where to stop and end up passing off someone else’s concerto as their own.
The aim of the game is to convey the benefits of your services without resorting to overstating them.
Here’s a few common sense tips to help your tread the hyperbole tightrope in your content.
1. Don’t lie.
The lie will probably get found out and it probably isn’t very convincing in the first place. There’s also a good chance it breaks at least one law.
2. Focus on your good points.
Make sure these are good points from your customers’ point-of-view, not what you perceive on your good points. There is a difference.
3. Avoid the buzzwords you think make you sound good.
Lots of people hit the meaningless marketing spiel dictionary when they set about explaining how effective their business is. Steer clear of the buzzwords. They come across as fake, arouse suspicion and are likely to deter readers from giving you their business.
4. Find an angle.
There’s always a positive spin that you can put on any content to show yourself in the best possible light. It must stop well short of lying (it shouldn’t even be close), but can be a very favourable account of the facts.
5. Don’t over-egg it
Make sure that positive spin doesn’t go too far. Is your new product genuinely revolutionary? Overstating the impact of whatever it is you’re writing about can be counterproductive. You need people to trust what they’re being told.
If you’d like help to explain why people should work with your business, please get in touch.