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Stop the Madness!
Or, why hype, hyperbole and too many claims
will turn off readers and potential buyers every time!
What’s wrong with a lot of hype
and “fantastic” claims about a product? Plenty.
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First, your readers and potential buyers aren’t stupid, so
don’t talk to them as if they were.
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Don’t make a claim you can’t authenticate with documentation
or an objective test. This is fairly simple – it means don’t
lie.
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Finally, the Federal Trade Commission (FTC) is relentlessly on
the lookout for consumer fraud – advertisers selling but not
delivering what they promise.
Know your limitations
There are plenty of “hypers” out there, selling a “miracle”
pill, weight-loss machine, slicer/dicer, you name it. But just
take the time to look closely at the next 20 or so ads, articles
and web pages you see and you’ll very likely realize that most
companies play it safe.
Why? Simply because the smart and successful organizations want
your business and your repeat business – and they want you to
tell your friends to do business with them as well. Repeat and
referral customers form a company’s foundation, while first-time
and one-time customers are often acquired at a loss.
Fuzzy just won’t do
Don’t make a claim and surround it with vague qualifiers.
It’s far preferable to concentrate your efforts on claims that
are honest and objective – ones that can be tested and proven to
be true or false.
If you make a claim about your product or service, the FTC
expects that you have the ability to fulfill your promises. In
fact, the law states that substantiation must be based on fact
and objective evaluation, not opinion or ambiguity. So here’s
what “fuzzy” will get you – prospective buyers who are turned
off, and a possible lawsuit. And if those all-important,
existing customers lose faith in you, they’ll likely take their
business elsewhere.
Allison Nazarian is president and chief copywriter of Get
It In Writing, a Florida-based company that helps businesses
nationwide harness the power of words to sell, inform and
publicize. Allison can be reached at 561-989-8555 or
anazarian@getitinwriting.biz.
Copyright© Get It In Writing, Inc. May be reprinted without
permission of Get It In Writing, Inc and Allison Nazarian if in
full, unchanged format and with complete attribution to author.
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