On Monday, I wrote to you about lesson I have learned from Gary Halbert, one of the best copywriters ever. If you missed that email, you can still read it by clicking here.
He used to say that the reason many people writing copy or trying to sell products with so much hype is because they don't want to understand the product.
The best way to avoid being too hype in your sales copy is to know the real reasons why someone should buy it. The better you know the unique features and benefits of the product, the less you have to rely on selling the hype.
In sales, people often say that you should sell the sizzle, not the steak. However, if you want to avoid hype, then you need to focus on the benefit of the steak.
One way to do this is to create bullet points of the features and benefits of the product before you start writing. Once you have done that, you can go back to the bullet points to find things to talk about in your email or sales page, without just having to add more adjectives to describe the products.
Focus on the benefit and sell the steak ... not the sizzle.
