ERR ON THE SIDE OF A LITTLE TOO MUCH HYPE Dear Direct Response Letter Subscriber: Subscriber TP asks which style works best in copy: hype or low-key? "I know that as copywriters we are taught to hype the product, but I don't want to go overboard. I feel there must be a middle ground somewhere, but I'm struggling to find it." This is an extremely difficult question to answer, and I hesitate to tackle it. But let me try.... First, there is no such thing as hype-free copy. Copy, unlike a magazine or newspaper article, is not objective. You are selling a product. Therefore, your copy is not even-handed; you are always hyping the advantages of your product, making it look better than competing products even if they are in fact pretty much the same. A newspaper reporter, by comparison, has no vested interest in proving a point either way. His role is to be objective. As copywriters, we are not objective; we are advocates for our product, just as a lawyer is an advocate for his client. Both lawyers and copywriters want their clients to win! Second, the degree of hype depends on the product category. Some products have to be sold and sold hard. Three that come to mind are nutritional supplements, stock market newsletters, and educational programs in small business and entrepreneurship, e.g., how to get rich on eBay. There is a ton of competition inall three fields. They do not sell themselves; they have to be sold. Third, there are must-have products and nice-to-have products.  For me, size EEE shoes are must-have, because regular size doesn't fit. A Lexus is a nice-to-have product; a Prius will get you there just as quickly and reliably. Fourth, the market. Business opportunity seekers, for instance, are used to hype and in fact expect, even relish it: they like positive promises that motivate them to succeed. Engineers (I am one) respond negatively to hype and want copy that is accurate, clear, and highly technical, though the product benefits must stand out. Can you overdo hype? Yes, as in this site: www.thecopygod.com However, when in doubt, err on the side of a little too much hype rather than being too dull, laid back, and conservative--or as TP describes it, writing "in a boring, drab manner." David Ogilvy famously said, "You cannot bore the consumer into buying your product." Sincerely,

Bob Bly Copywriter / Consultant 31 Cheyenne Dr. Montville, NJ 07045 Phone 973-263-0562 Fax 973-263-0613 www.bly.com