It’s long been promoted that killer copywriting is the key to kingdom of sales heaven.  But do you believe copywriting like this?

“Revolutionize your sales message with mind-penetrative tactics in quantum speed and transform your sales cycle into an non-stop, cash-flow generating cyborg...without lifting a finger or changing a thing.”

Or how about this?

“At last! A no bullshit sales training program proven to massively increase your sales, kick your competitor's ass and skyrocket your profits!”

Of course, you don’t. It’s completely unbelievable (and obnoxious). But “experts” of all kinds have been teaching this kind of copyrighting for years and it’s only getting worse. Since the rise of the Internet the marketplace has become more and more cluttered and decent folks are desperately trying to find a way to get their message through. But, unfortunately, we are seeing an explosion of over-the-top, hyped up copy that is making consumers more wary then ever… which means less inclined to trust sales people… which means less apt to buy from sales people.

I, for one, make a solemn promise to lay off the hype. It's enough already. Real people want real stories.