Good copy needs to make people want something. But how far should you go to make a product sound exciting? There can be a fine line between persuasive copy and hype—and figuring out where that line is isn’t always easy.
In this clip from a coaching session, A-List copywriter and copywriting coach David Deutsch answers a student who’s struggling with that question. His answer offers a different way to think about persuasion, your responsibility as a copywriter, and what it really means to sell without going too far.
For a comprehensive collection of David's best copywriting secrets — including how to write effective copy in this age of AI overwhelm — you'll want to check this out.