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Add this to the list of disgusting things you never want to do.

You never want to write marketing copy that makes people feel like they need to take a shower after they read it.

Doing this can really kill your book sales… and make people think you’re icky.

Here’s what I mean…

About 25 years ago, I was asked to write marketing materials for a healthcare service. The marketing director gave me this simple piece of direction…

“Casey, I want you to be vague and general. I want you to write some slick-sounding bullsh#t my customers can butter their bread with.”

I was completely turned off by this assignment. And I made it a point to never work with people who want to manipulate and mislead their audience with B.S., vague generalities, and worn-out cliches.

In other words, I have no interest in creating sales copy that makes me feel like I should walk through a car wash and get hot waxed after I write it.

So, here’s the bottom line…

Book buyers can smell B.S. a mile away. And marketing materials peppered with cliches and empty hype will turn away readers, kill book sales, and sink your stature as an author.

So instead of writing book marketing content that sounds slick and cheesy…

…I encourage you to dig deeper and write benefit-driven statements about your book that really mean something to your audience.

In this week’s training video, I give you a quick little primer on how to do this…

Until next time, take a lot of action… and make things happen.

Casey Demchak is an award-winning copywriter and a recognized expert at writing persuasive marketing materials for dozens of authors who have achieved Amazon bestseller and international bestseller status. He is also a copywriter for Jeff Walker’s Product Launch Formula team. You can download Casey’s e-book, 7 Must-Know Copywriting Secrets that Sell More Books at

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