Here’s a tip you should never ignore. Ever. It’s natural to want to add a little sizzle and hype to your writing, especially when you truly believe in the product you’re writing about.

This is understandable because you get excited about your products, and you want your prospects to feel your enthusiasm. Well, injecting enthusiasm into your writing is great—but peppering it with clichés and unnecessary b.s. isn’t.

Why? Because people are sick of it and they can smell it a mile away. Hype, fluff and b.s. you can butter your bread with doesn’t work anymore. Everything you write really has to mean something—especially in healthcare and medical copywriting.

When attempting to be persuasive with your sales copy, don’t make the mistake of going too far. Always assume your audience is very smart and very skeptical.

There are many ways to energize your copy, but always make sure every word you write provides useful detail. If you write fluff for the sake of fluff, assume your audience will see right through it. Because they will.

To be convincing, your copy has to be believable. If your copy is filled with needless puffery, it will come across as dishonest, which will hurt your product’s credibility. And once you’ve planted a seed of distrust in your audience, they’ll never trust you again. Ever.