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Home::ECommerce

Hype. Captivating Copy or Crass Content?

Author : Bonnie Kotch

Copyright 2006 Bonnie Kotch

Hype. I hate the word, I hate what it implies and I absolutely
cringe when I see it on sales letters or web sites. It's a cheap
form of sensationalism and I refuse to use it.

So you will have to understand my embarrassment and shame when I
explain to you why I used it recently running some test ads. Go
ahead . . . call me a hypocrite. But let me explain anyway.

I ran some test ads for an affiliate program recently. I tried
the common sense approach. Results were dismal and the ad copy
was droll. I piped it up a bit by adding a couple of short
testimonials in the follow up emails. I got better click through
rates but the conversion to sales was not that great.

I read back over the information on the product and put myself
in the shoes of the person who used this product, which happened
to be an ebook on how to convert site visitors to buyers. I got
excited. I thought about the first time I got involved in an
affiliate program where I brought in more than 50 affiliates a
week. With that frame of mind, I began writing and when I was
done constructing my follow up letters, ho-boy! It looked
"hype-ish" . . . no . . . it looked . . . . like . . . I . . .
just had to . . . click . . . and . . . . find out . . . more!

Writing isn't just English and grammar and punctuation and
spelling. Writing is communication. And if you cannot bring
forth the emotions you want your readers to feel, that you felt
while writing it . . . then there is no point in writing it.

I let those emails go . . . hype or no hype, and guess what I
learned?

Hype, excitement, urgency, need-to-know, motivation-to-have . .
. whatever you want to call it, WORKS. I had click-throughs, I
had conversion and I made money. So did my customer. As long as
you are telling the truth, there is no shame in expressing your
excitement. As a matter of fact, be proud of it. Be proud of
your product or service and let your customers feel that in your
writing.

The whole point of written communication . . . ANY
communication, is to move the recipient to action. Make them
cry, laugh, think, buy...

Not everyone reading your copy is going to agree with you,
relate to the message, or do what you want them to do. The
important thing to remember when writing for sales, is to
communicate with those you are targeting your message to. Others
will probably read it too. They may see it as "hype". Those you
are targeting the message to will feel your emotion, excitement
and belief in your product or service.

This should make it easier to remember:

Hype is talking AT your readers . . . Communication is talking
TO your readers. And it is okay to relay your excitement,
motivation, confidence in your product or service to them. As a
matter of fact it is essential for connection to your reader.

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