How do I write copy that doesn't sound salesy?

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Answer

Describe the problem accurately, be specific, and say what you are not.

Copy sounds salesy when it makes big claims with nothing behind them. It sounds credible when it demonstrates understanding.

Four adjustments that help immediately:
- Spend more words on their situation than on your service.
- Replace adjectives with specifics. "Fast turnaround" becomes "most jobs completed within [timeframe]".
- Name who it is not for. Nothing builds trust like a genuine exclusion.
- Write the way you speak. Read it aloud; anything you would not say in conversation gets cut.

Also remove anything you could not prove if challenged. Beyond being an advertising-standards issue in most countries, unprovable claims are exactly what makes copy sound like marketing rather than a person.

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