Recently I did work for a company who wanted to "overpromise" in its marketing materials. The company CEO had read an article or a book that touted the virtues of using superlatives in copy, so everything was "the best", "incredible", "largest" etc.
I must respectfully disagree with this approach. Today, more than ever, authenticity is the name of the game. People are no longer being "marketed to". Instead, the most effective marketing in this social media age involves engagement and interaction with potential customers. This takes trust. It means being honest, authentic, forthright and respectful of your customers' intelligence.
The best copy speaks directly to potential customers and doesn't so much sell to them as point out how the company's products or services meet their needs. It expresses a personality and engages. It does not, I believe, "overpromise" in the hope of luring a customer in.
Check out this video from Dr. Jennifer Aker, Stanford Graduate School of Business, on the virtues of authentic communication:
http://vimeo.com/4803475
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