Does Your Marketing Copy Pass the B.S. Test? by Casey Demchak, copywriting expert

I’m always amazed when I walk my black Lab Ranger because his sense of smell is so amazing. He doesn’t go more than 20 feet without finding something completely new and interesting to sniff out.

As authors and coaches your sense of smell isn’t nearly as powerful as a dog’s is. But there is one thing you and your audience can sniff out from a mile away – and that’s marketing B.S.

This week I want to continue my series on how to write conversational sales copy in a tone that potential buyers of your books and online programs will relate to.

Today’s topic is about how to make sure your book marketing copy passes the B.S. test. The simple way to do this is to make your marketing content believable.

The easiest way to make your book promotion copy believable is to write it as if you’re going to speak it to a good friend while relaxing in an everyday setting like a sports bar or a coffee shop.

Making your copy “believable” is an important element of writing conversational sales copy. I provide you with more detail on how to do this in this week’s video, so I encourage you to check it out.

To find out how to make sure your sales copy is believable and passes the B.S. test,
click through and check out this week’s Book Marketing Copy Quick Tip video.


Avoid Clichés and Generalities

In this week’s Book Marketing Copy Quick Tip video I provide you with insights that help you write believable conversational sales copy for your books and online programs.

I get into a lot of detail in my video, but here is an overview of some of the key points you’ll hear me cover.

  • Avoid using worn-out clichés that don’t really mean anything like “second to none” and “cut above the rest.”
  • Stay away from basic general statements and popular buzz phrases.
  • Make sure your benefit statements are detailed and specific.
  • Write your marketing copy as if you’re going to read it to a potential buyer while the two of you are hanging out together in a coffee shop.

Again, I cover these points and others in greater detail in this week’s video, so I urge you to watch it.

Until next week, take action and make things happen!


Will this post help you write straightforward believable copy for your book marketing campaign? Please leave a comment and let me know!

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