Run Away! Attack of the Killer Copy

Killer copy frightens me. Some days I think if I see one more hype-laden email, web page, or direct mail piece promising to solve all my problems for only a small investment with a value of 10 times its price, I'm going to run away screaming.

The truly scary ones arrive by email from complete strangers. There I am feeling safe and secure in my office, and all of a sudden someone I don't even know is hitting me over the head with 27 reasons to buy, buy, buy, now, now, now.

The scariest thing about these killer copy assaults is that I see independent professionals—consultants, business advisors, coaches, designers, freelancers, and others—adopting the over-the-top style of these messages to sell their professional services.