Exaggeration isn’t always a bad thing, right? Telling your mum she’s the best cook to ever walk the earth being a prime example, or jumping for joy when you receive a gift you’d rather put back in the box. These everyday scenarios present the chance for us to make others feel good about themselves, which, as a general rule, doesn’t cause any real harm.
So when is hyperbole a bad thing? For copywriters and business owners, exaggeration should top the list of tactics to blacklist from your content. Whether you’re writing product descriptions to showcase your bestsellers, or blogs to advertise your services, exaggerating the results your customers can expect to achieve is a big no-no.
In today’s blog, we’re going to shed some light on where lines blur between exaggeration and truth, as well as offering some top tips on how to avoid hyperbole for good.
What Is Hyperbole?
Aside from being one of those words that nobody really knows how to pronounce out-loud, hyperbole is a fancy noun used to describe exaggerated statements. This could constitute a phrase or a whole story, as long as any claims made aren’t meant to be taken literally.
The etymology of the word itself is derived from the Greek hyperbole – a phrase that literally means ‘a throwing beyond’ but was used to describe exaggeration or extravagance.
Let’s take a look at some classic hyperbolic phrases that have made their way into our everyday vocabulary, courtesy of Reader’s Digest:
- His brain’s the size of a pea.
- New York is the city that never sleeps.
- I have a ton of papers to grade.
- That runner’s faster than the speed of lightning.
- My parents are going to kill me when they find out.
- That was the easiest quiz in the world.
- I’m dying of starvation, when’s dinner?
With that in mind, it’s time to consider how and why we should avoid using it in our content.
When to Avoid Hyperbole
Using exaggeration in your copywriting might be appropriate on occasion, but it can also cause problems in the world of business.
If you truly believe you’re the best cleaning agency in your city, or your cashmere socks are made from the finest cotton in the world, go ahead and say it. But if you don’t have the facts, evidence or genuine quality to back these claims up, your customers are unlikely to stick around for long.
How to Avoid Hyperbole and Write Authentic Content
1. Ditch The Clichés
We’re all guilty of leaning into the comforting arms of a cliché – even professional copywriters. But the problem with using phrases we’ve heard before time and time again is that they start to lose their meaning. All substance flies out of the window and instead of compelling or persuasive content, you’re left with vapid statements that mean nothing to nobody.
Whether you’re describing your products or writing on social media, try to avoid clichés, absolutes and superlatives in future – unless you can back them up.
Here are some prime examples to keep your eyes peeled for (get your backspaces at the ready)…
Clichés:
- Take it to the next level
- Breathtaking views
- New branding, same great taste
- Keep calm and carry on
- Think outside the box
- We’re disruptive
Absolutes:
- All
- Always
- Every
- Only
- Never
Superlatives:
- Best
- Biggest
- Superior
- Unrivalled
- Surpasses all others
2. Got Proof? Share It!
So, you’ve written a product description claiming all sorts of star qualities that your customers are bound to gobble up – but how can you back them up? While your evidence won’t need to stand up in a court of law (unless an unhappy purchaser decides to sue you…), evidence to support your product’s value can turn exaggeration into authenticity.
Proof can come in many forms, thorough research being one of them. If your bedding is made from the finest Egyptian cotton, why not shed some light on your supplier? What is it that makes their fabrics the best of the best? Maybe they use a rare farming process, or maybe they’ve got hundreds of years of experience to support their practice?
Whatever it is that supports your claims, make sure to share it.
3. Let Testimonials or Reviews Speak for Themselves
If you don’t have big statistics to share, one of the most reliable and well-trusted types of evidence you can use instead comes in the form of social proof. Testimonials and reviews are a great way to back up the amazing things you’ve got to say about your products or services, and they really do speak for themselves.
Here are some of the best ways to use social proof in your content:
- Quote from reviews directly, especially if the reviewer has some level of expertise or professional standing that makes them a reliable source of recognition.
- Have your reviews designed into aesthetically pleasing graphics to share on your website, blog or social media.
- Inspire trust with as many reviews as possible – you could even offer incentives that encourage past buyers to leave honest feedback.
4. Quantify Your Offering
We’re all guilty of using phrases like ‘several’ or ‘numerous’ or ‘many’ when we’re not really sure of the exact figure. But when it comes to avoiding hyperbole in your writing, the more specific you can be, the better!
Next time you’re describing how many product variations you have to offer or how many benefits your service has to offer, figure out the exact amount and summarise it with a number. If you’ve got thousands of five-star reviews, say it – don’t keep your readers guessing.
5. Have Faith in Your Business
Our last tip is simple: allow your products or services to stand on their own two feet and showcase what they have to offer the world. If you believe in your brand enough to allow value, quality and uniqueness to speak for themselves, you’re bound to build a loyal customer base in no time.
Write in a way that encourages your audience to align with your way of thinking WITHOUT lying to them or pulling the wool over their eyes. After all, in the age of the internet, honesty is always the best policy.
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