What’s wrong with a lot of hype and “fantastic” claims about a product? Plenty.

Pass the ‘Aunt Ethel’ test.

Aunt Ethel is the proverbial simple-and-to-the-point person in your audience. If she doesn’t get what you are doing and selling, chances are that most people won’t. Ask yourself if your message is clear and compelling in a relevant and action-provoking way.

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 likely realize that most companies play it safe – and that’s a good thing.

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.


Let’s talk about copywriting and your organization: Contact Allison today for a no-obligation phone or email consultation.