Are copywriters spin doctors? Maybe.

Spin-doctoring is often attributed to people, mostly politicians, who attempt to do damage control to downplay something truly negative. But in terms of copywriting, there’s a difference between putting a positive spin on a negative idea, versus putting a positive spin on an idea that can be perceived as negative.

Left to her own devices, a reader can come to many conclusions. Both right and wrong. Both true and false. Copy, in this case, has the power to steer the reader in the right direction — and therefore avoid going in the wrong one.

One such tool that enables copywriters to do this is hyperbole. In fact, hyperbole is powerful because it helps to drive home some important points, and aids in the comprehension of critical or complex ideas. But when it is perceived as hype, that’s when the copy did a poor job.

So how can you turn “hype” into “hallelujah?”

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