“Remove self-aggrandizing language like ‘unique’ or ‘special’ and let customers say it for you. Then quote the testimonial.”
One of the reasons so much marketing and sales copy is awful is because it tends to be filled with lies, exaggerations, and hyperbole.
Ryan Kulp suggests one of the best ways to improve your copy is to write objective copy and explains how to do so by using testimonials, replacing exaggerated claims with honest ones, and avoiding “product Freudian slips.”
RELATED: How to write more concisely.