Copywriting for the 21st Century

What’s more, customers are jaded from being force-fed hyperbole. And while catalogers have little control over the four issues above, they're often the ones who’ve let their mouths overstep their service capabilities and product benefits.

They’ve also allowed their fear of the tiny percentage of slimy customers affect how they treat all of their customers, even the best ones. Good, old-fashioned, lifetime guarantee copy has become asterisked and bland, with limited-time guarantees that imply they think customers will try to return a product well after they’ve used and abused it just to get their money back.